The Psychology of Fonts
Last month we looked at the psychology behind colour and the effects various colours can have on consumer behaviour. (Take a read HERE if you missed it!). This month we're looking at fonts. Font choice in design is just as important as colour, if not more! Every font has a unique personality and can portray a certain tone of communication. Some may portray traditional values, others give a modern feel and some are bold and stand out.
Have a look below at the main types of typefaces used in design and the emotions elicited by them, along with some famous examples and our personal favourite fonts!
Serif
Serif fonts are the most classic choice giving the impression of an established, traditional company users can trust.
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Emotions: Trust, Respect, Authority, Formality, Tradition, Reliable
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Common Industry Use: Finance, Law Firms, Insurance, Consultants
Sans Serif
Sans Serif fonts are sleek and modern. They became most popular in the tech world and are often associated with the cutting edge.
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Emotions: Straightforward, Modern, Trust, Sophisticated, Tech Focused, Cutting Edge, Stability
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Common Industry Use: Tech Companies, Start-Ups, Fashion Brands
Script
Script fonts are elaborate and detailed creating a special look and feel aimed to elevate designs to be more elegant and sophisticated.
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Emotions: Elegant, Sophisticated, Fancy, Creative, Whimsical, Happy
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Common Industry Use: Food and Beverage Brands, Fashion Brands, Children's Brands
Display
Display fonts are made to be displayed at a large size, drawing the attention of the audience and standing out. They are usually on the loud side with big personalities designed to be amusing, friendly and attention grabbing.
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Emotions: Friendly, Bold, Unique, Expressive, Amusing
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Common Industry Use: Children's Brands
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As shown above there is a selection of emotions that come with various font styles. How we use this knowledge can be important in helping a brand succeed with the right audience.
