- the target audience, always the most important consideration
- the tone: some fonts have a fun feel, others more serious
- different fonts also help to distinguish separate sections
This is a serif font. (Often used to set a serious tone, which is why Times New Roman is the default font in Word!)
This is a sans-serif font. (Often used to set a light, fun tone: Comic Sans is the classic example)
Lets consider how this works with a screenshot from three websites: the BBC Health website; Kids Against Tobacco Smoke; Dr P Body's Learning/Fun Center.