Which Font Should I use in my Visualization?

Yesterday the Data Visualization Society hosted a Fireside Chat regarding typography and visualization, which was fun to participate in. There were too many questions to answer all. One question with many variants was: “Which font should I use in my visualization?” The answers given noted that there isn’t any one font, it depends on the use. In this post, I’ll list a few that I tend to use and why; and a few caveats.

Small text

For things like tick labels or labels in the plot, I tend to use a font that will be robust on the screen at a small size: it needs to be legible. This is not the place for a “display font” (fine serifs, funky letterforms). Use a workhorse font, such as the ones you might see heavily used in mobile design, such as these sans serifs: Roboto, Source Sans Pro or Segoe. A very close second is a slab serif font. Slab serifs are chunky serifs so they can work well at small sizes. Two that I like are Rockwell and Roboto Slab.

Top 250 words associated with one or more emotions.

Data driven text

I like to use data-driven text in visualizations. Like labels in maps, type can express data values not only by varying size, but also by varying attributes such as font weight, width, typeface and so on. Much of this blog has examples of data driven text, such as the emotion word graph above, as well as my upcoming book Visualizing with Text. Here’s a sample of type attributes that can be data driven:

Data driven font attributes

Even though the row “Typeface” shows some rather funky fonts, for data driven fonts, I tend to stick to a small number of different typefaces that can be readily distinguished. Readily distinguished means that each font should look different from the other fonts used but still work at small sizes. Again this rules out display fonts. I might use a mix such as a sans serif with a high x-height (e.g. Source Sans Pro), a slab serif (e.g. Roboto Slab), a serif with a low x-height and humanist letter forms (e.g. Garamond; or maybe a high stress serif, such as Bodoni), a blackletter font (no current favorite, avoid ornate ones, Lucida Blackletter is OK), and maybe a handletter font (again, avoid ornate ones, I like Tekton Pro: verticals are vertical and not sloped). Here’s a snapshot so you can see how different some of these fonts can be:

Examples of different fonts for categoric encoding.

When encoding quantitative values into text, the most common approach in maps is to use small variation in size, or variation in font weight. You need to use a font with a large variation in weight from lightweight to heavyweight. Again, Source Sans Pro and Roboto offer a wide range of weights. Variable fonts often offer a wide range of weights. Some fonts also offer variation in widths – in this case I might use Saira which has many weights and many widths, but there may be better variable font choices now. Variable fonts are also better suited for web: instead of downloading the 36 weight and width combinations, a single font can be downloaded then configured in CSS.

Titles and Subtitles

Titles and subtitles are generally larger. This gives you more options. Often titles and subtitles may contain a sentence or two. Readability is a consideration and serifs are often considered more readable. I tend to like to use slab serifs (e.g. Roboto Slab) or a geometric sans (e.g. Gill Sans or Lato) for titles. Geometric sans tend to use simple geometric forms, such as a perfect circle for the letter o, which tends to make them wider than other sans serifs, which is why I don’t use geometric sans within the visualization.


There’s always caveats. If you’re creating a visualization where the labels use codes, such as airline flights (e.g. AC123), bonds (e.g. IBM2.5-250515), airline reservation codes, etc, make sure that the numbers and letters are clearly distinct – for example O0 or I1l may look too similar (e.g. Titillium Web). This is a real problem in many displays such as air traffic control, electric grid operations, financial market screens, and just about any modern app where items refer to ID codes. Font B612 was specifically designed to maximize these differences usable at small sizes in visual displays. Also note that many monospaced fonts are designed to accentuate these differences, such as Inconsolata.

About richardbrath

Richard is a long time visualization designer and researcher. Professionally, I am one of the partners of Uncharted Software Inc. I have recently completed a PhD in data visualization at LSBU. The opinions on this blog are related to my personal interests in data visualization, particularly around research interests related to my PhD work- this blog is about exploratory aspects of data visualization not proven principles.
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