The visual design of text plays an important part in marketing communication. It influences the readability of the text but most importantly it affects consumers’ first impression of the brand. An increasing number of studies have shown that fonts can trigger emotions, direct attention and impact people’s thoughts and behaviours. In this context, font psychology was born.
Font psychology is the study of how typography can affect the mind, influencing decision-making and emotional cues. Due to the great importance that now fonts have, brands and businesses are looking into font psychology to understand which font better suits them. When selecting a font, in fact, it is fundamental to choose one that fully represents the brand personality and values.
The power of fonts is due to their varied subconscious associations. Every font has its own meaning and it is associated with specific feelings and concepts. The reason for this is partially due to their usage throughout time and cultures that has contributed to giving each font a certain association. Nowadays, the amount of fonts available is constantly increasing but it can be said that they fall into three major types.
The first and most classic type is Serif, a traditional option that recalls heritage and tradition. It is mostly associated with elegance, formality and respect. It gives a sense of trust and establishment. The companies that use this font are well-respected and trusted. A great example of a Serif font is the well-known Times New Roman, a true classic. Editorials and fashion brands usually use this type of font (e.g., The New York Times).
The second type, the Sans Serif, is a bit more modern and its look is quite neutral and clean. It still recalls stability but it gives a sense of modernity, straightforwardness and sophistication that also contribute to increasing viewers’ trust in the business. Great examples of this font are Arial or Helvetica.
The Script type, instead, is the most decorative and fancy. It recalls elegance and creativity and it is associated with friendliness as it gives a happier and fancier look to the brands who use it. The most popular shapes of Script fonts are, for example, Vivaldi and French scripts. Interestingly, Instagram and Coca-Cola are great examples of brands using the Script font.
In addition to these three main types of fonts, it might be worth looking also into modern and decorative ones. Modern fonts are simple but due to their variance in the thickness and thinness of strokes, they might give a more futuristic vibe. They look quite appealing. These types of fonts are easy to read and give a modern touch. Companies like NARS have successfully used this font type.
Last but not least, decorative fonts. These are usually customised according to the personality of the brand and that is why they might look a bit more particular and casual. They are generally unique and might look fun. Disney’s logo is a very good example of this font.
Acknowledging the power that fonts may have with the association and emotions they can elicit, brands and businesses are making the font an integral part of branding and marketing. Fonts contribute to attracting people’s attention but also influence their decision-making and encourage the future recall of the brand. Fonts can help consumers subconsciously understand the type of brand and the message it wants to deliver. They are extremely crucial and this is why it is important to choose the right font for your business.