Wrong typography kills credibility in 7 seconds. Comic Sans on a law firm website loses 94% of potential clients before they read a single word.
Sans-Serif for Tech
Modern, clean, scalable. Google, Meta, Stripe all use sans-serif.
Serif for Luxury/Traditional
Establishes authority. Law firms, financial services, luxury goods.
Never Use
Comic Sans, Papyrus, brush scripts (unless you're a craft business). Instant credibility killer.
Custom Fonts Cost
£500-£5,000 for custom typeface. Worth it for major brands. Overkill for startups.
Test Readability
Can you read your name at highway speeds (3 seconds)? If not, font is too complex.