Design tips: Typography Avoid the use of the font Optima, particularly for luxury or similarly "fancy" types of clients. It looks generally dated and plain.
Try not to pair different sans-serif fonts (ex: Arial and Helvetica), but if you do, do not use fonts that are similar. The key is to use fonts that are distinctly different, such as a condensed sans for headlines and regular sans like Helvetica or Verdana for subheads or body copy. If you use two that are similar, it will look like you mistakenly didn't update all your text with the same font.
If you want to pair a serif font with a sans-serif or vice versa, there are 3 options you should use to make your decisions:
1) Select fonts made by the same typographer, or
2) Select fonts made around the same time period, or
3) Select fonts with similarly shaped characters
(Note: The reason why the rules may be different between pairing serif/sans-serif fonts and pairing two sans-serif fonts is that serif fonts have ex