What does ABC, CNN and Fox News all have in common? They use Arial as their only font for their text. This makes the headings hard to distinguish when users scan. A serif font can give your headings higher contrast and give your website more flavor and appeal.
Which site has higher contrast between headings and body text? The answer is The Daily Beast. Their serif headings allow users to quickly scan story headlines because it contrasts so well with the sans serif body text. ABC News’ sans serif headings blend into the sans serif body text making it slower for users to scan each story headline.
Using a serif font for headings and a sans serif font for body text can give your text higher contrast and make it easier to read. Users shouldn’t struggle to scan your headings. Make them easy to scan by giving them higher contrast with a serif font. When your text is fast and easy to scan, you’ll get more activity and engagement from users on your site.