Alongside icons and pictograms, letters are the most fundamental form of visual content. For brands, typography serves as a powerful tool for differentiation, with type design being a specialized craft that shapes the character of every arc, stroke and angle. Explore how the insurance industry approaches typography.
Custom fonts are common, yet 26% of the text on top global insurance websites still utilizes standard, non-customized fonts.
Custom font
74%
Standard font
26%
Low frills: 79% of the text on leading insurance websites uses sans serif fonts for headlines and body copy.
Headline type sizes vary, leading to a rather diverse overall appearance among insurance websites.
Headline 1
48px
Headline 2
30px
Headline 3
26px
Copy
16px
16px
0px
20px
40px
60px
80px
100px
H1
H2
H3
Copy
Button