Serif Fonts Are Back (But Use Them With Purpose)

Serif

For years I was firmly in the Helvetica-or-bust camp. Give me Helvetica Neue Bold on a clean layout and I’m happy—predictable, modern, and always legible. Sans-serif fonts have dominated digital design for most of the last decade, and for good reason: screen resolutions were low, rendering engines were inconsistent, and serif fonts often looked muddy on anything smaller than print.

But things have changed. Dramatically.

As high-density screens, improved font rendering, and broader web-font support have become standard, serif typography has started making a resurgence across modern web design.

A post from @krla_cook on HubSpot’s Marketing Blog put it perfectly:

“Due to screen resolution limitations and an overall lack of online font support, designers avoided serif fonts for years to keep websites legible and clean. With recent improvements, serif fonts are having a big moment — and they’ve never looked more modern.”

Serifs bring warmth, elegance, and personality—qualities that bold, neutral sans-serif type doesn’t always capture. Brands looking to differentiate themselves visually are reaching for serif display fonts, mixing them with sans-serif body copy to create contrast and hierarchy.

And with tools like:

  • Font Joy – smart AI-powered pairing suggestions
  • Font Pair – curated Google Font combinations

…you no longer need a typography degree to explore pairings. But be careful: algorithmic suggestions aren’t a replacement for actual design judgment.

Good Typography Still Requires Intent

As @poppiepack writes on Canva:

“There’s a science to applying a heading, subheading and body copy to suit the type of content you’re producing and the message or tone of your brand.”

That’s the real takeaway.

Serif fonts can be stunning when used intentionally—headlines, hero statements, editorial layouts, brand-driven content. But dropped in haphazardly, they can hurt readability, clash with existing UI patterns, or feel out of place in product-focused interfaces.

In other words: serif fonts are back, but they’re not a free-for-all.

My Own Typography Preferences

Looking back at sites I’ve designed over the years, my default aesthetic leans heavily toward sans-serif typography. Clean, crisp, modern, and predictable. It’s a style that works for most business and marketing sites—and a big part of why I still reach for Helvetica Neue Bold in new layouts.

But the resurgence of serif typography has me itching to experiment more intentionally.

On the right project—with the right tone, branding, and purpose—a well-chosen serif headline can elevate the entire visual experience.

Just don’t expect me to give up Neue Bold with tight leading and custom kerning anytime soon. Some habits die hard.