Should your SaaS product and marketing use the same font?

Here's a question that comes up a lot in SaaS branding and product design:

Is it a good practice to use one font in SaaS product but another in Website and Marketing communications? Or is it best to stick to the same?

Font choice matters. Big time. In your product, it affects usability. In your marketing, it builds personality and trust. Let’s dig into when sticking with one font makes sense — and when going two is totally legit.

Before we start let's get the terminology right:

Font is a specific instance of a Typeface – Arial Bold for example.

Typeface is the whole font family – Arial for example.

But for the sake of simplicity let's just call them all Fonts in this post.

Using one font across product and marketing

Benefits — consistency, recognition, easier brand management

• Super consistent branding: Your dashboard, your website, your emails... they all look like you. No surprises.

• Feels seamless: When people move from landing page → your app → marketing email, it’s smoother. Familiar fonts help.

• Less headache: Fewer assets, fewer font-files to load, fewer “which font is this?” moments when someone on your team designs a graphic.

Drawbacks — can feel rigid, less creative freedom in marketing

• If your product font is super functional (think “Inter,” “Roboto,” etc.), it might feel a bit… plain for the bold side of marketing.

• One font means less room to play — limited visual punch in big headlines, promotional graphics, or campaigns that need flair.

👀 A few good examples of using one typeface:

Webflow gets it done with just one typeface. VF Visual Sans Variable (weight 600) for bold, punchy headlines, weight 400 for body texts and weight 500 for buttons and hyperlinks. Their heavy headline font weight creates a bold contrast and even looks decorative – perfect for this creative tool brand.

Smartposti also utilizes just one typeface - postiFont (weight 700) for headlines and buttons, and weight 400 for body text. Overall it has less personality that Webflow example, but that is exactly what is this brand and interface needs – simplicity and being easy on the eye.

Using different fonts (product vs. marketing)

Benefits — flexibility, expressiveness, tailored to each channel

• Marketing can have more personality. Big, bold display fonts, unique titles, and dramatic headers — these play well in promos.

• Product remains clean & legible. You want everything in the app UI to be easy to read, fast to load, and comfortable over long sessions.

• You get what I call a two-tone voice: serious when it’s inside the product; expressive when it’s marketing or storytelling. Or the other way arround!

Drawbacks — risk of brand disconnect, struggle for non-designers (and sometimes even designers)

• Risk the brand feels disconnected if the fonts don’t play nice together. Users might subconsciously wonder if it’s the same company showing up.

• More fonts = more room for mistakes. Every extra typeface adds another decision to make. Non-designer teammates might use fonts inconsistently. Marketing materials and internal documents can quickly drift away from your intended visual identity.

👀 Few good examples of using multiple fonts:

Wise uses Wise Sans for the bold, short marketing focused hedlines and Inter for the rest of the content. It creates good contrast, guides the eye, and adds some personality. In their product they use just Inter.

Adalo uses Gilroy (weight 700) for headlines + Work Sans (weight 400 and 700) for the body texts and buttons. In the SaaS product itself they are using just the Work Sans font in different sizes, weights and colors.

Hyperscan uses Lexend Deca for Headlines (weights 500 and 700 for even bolder look) + Archivo for the body texts and buttons. In their SaaS product they stick to just one font – Archivo, also utilising its many weights.

Best practices for SaaS typography

Here are a few ways to get the best of both worlds:

👉 Pick one core brand font: use this everywhere for body text (both in your product & in most marketing).

👉 Want style? Use a secondary (display or accent) font for headlines or big visuals in marketing. Keep product UI simple.

👉 If using the same font family, play with weights or optical sizes (like “Inter Regular” in the product, “Inter Black” for marketing headlines).

👉 Test across devices and screen sizes. What looks good in the browser might feel tight or weird on mobile or smaller screens.

👉 Make sure your fonts harmonize: similar proportions, contrast, or style. A square, geometric display typeface with a rounded, playful body font might jar.

To summarize:

• If you can, use one font for product + marketing unless you really need personality or bold visual impact in marketing.

• If so, just use a second font sparingly (headlines only), and make sure there’s visual harmony.

• Sticking to one or two carefully chosen fonts helps maintain consistency, reduce mistakes, and ensure every touchpoint feels unmistakably on-brand.

💡 To get secondary font pairing recommendations you can use the help of AI. First, understand which are your top3 primary font choices, and then ask AI to give you pairing recommendations for the secondary accent/display fonts. Then download/install the font and test in your product.

💡 If your product or marketing will be in multiple languages, make sure the fonts you choose support them. Not every typeface includes all language characters, so use filters to narrow down your options when browsing.

And remember - a short consultation with a designer (actual human) is always a good idea, if you don’t have one in your team. AI is good for ideas, but before launching your design to other humans, better check in with a human. You can always ask me! ;) Book a consultation

-

Want to get notified about design tips and tools for non-designers?

Subscribe to newsletter. ✌️

 -

Need a design consultation? Contact me.