Your Font Is Doing More Work Than You Think

The Web Has a Uniform Problem

Open ten websites today. Really, go ahead. Chances are you'll land on the same clean sans-serif staring back at you across most of them. Same weight, same spacing, same feel. Nothing wrong, nothing offensive — just nothing particularly you about any of it.

That font is almost certainly Inter.

And here's the thing — Inter deserves its reputation. It was built specifically for screens. It's highly legible at small sizes, it performs well across devices, and as a variable font it gives designers an enormous amount of control over weight, width, and optical sizing. The people who made Inter did something genuinely impressive.

The problem isn't Inter. The problem is that most people install it, leave every setting untouched, and ship it. No adjustments, no customisation, no thought. A variable font with hundreds of possible expressions, used in exactly one way — by almost everyone.

That's the missed opportunity. Not the font choice itself, but the lack of intention behind it.

Because your font is doing more work than you think. It's shaping how people feel about your brand before they've read a single word. It's carrying your tone of voice, your personality, your positioning — all in the curve of a letterform. And most brands never give it a second thought.

This article is about changing that.