That being said, there are some general best practices and principles to keep in mind. Putting It Into Action: Best Practices and Strategies for Effectively Using the Psychology of TypefacesĮvery brand is different, and the best brands sometimes break the "rules" in order to stand out in a crowded marketplace. The more spacious your font, the more relaxed or open your branding. Condensed versus extended fonts: The more condensed and tight the spacing around your letters, the more precise your branding appears.Slanted versus straight fonts: Going with a straight option conveys stability and reliability, while slanted fonts trigger ideas of movement, progress or change.Light versus bold fonts: Light fonts come across as more feminine or gentle, while bold fonts swing the opposite direction and trigger emotions of masculinity and strength.There are dozens of options to play with. Once you've selected a typeface, choosing your font styles adds an additional layer of subconscious messaging to your branding and messaging. Fonts: Adding Flourish to Your Chosen Typeface Prominent examples include the logos for Kellog's cereal and Disney. They take script typefaces and add more of an emphasis on quirky, creative design elements that make the typeface feel more organic and natural. Brands that want to come across as such include Cadillac, Instagram and Cadbury.Ī subset of script typefaces are handwritten typefaces like Knewave, Patrick Hand and Amatic SC. Thus, they come across as feminine, creative, approachable/friendly and elegant. Script typefaces mimic handwritten script. Popular Examples: Times New Roman, Caslon, Garamond, Ogg, Freight Text Now that you understand the basic psychological principles of your typeface choices, let's look at four common typeface styles and what hidden meanings they add to your branding. Four Typeface Styles (And What They Mean to Your Audience) You might see these design choices in a taxi company or a courier service.Īnd informal, quirky typefaces often have a child-like look to them, so you might see them in brands for preschools, children products, etc. That's why you'll often see this kind of typeface used in airplane brands and weight loss marketing.Ī typeface design that has a forward slant, or even choosing an italicized font, can imply forward-moving momentum or speed. Your readers will attach your typeface's characteristics with objects or actions around them, then associate those connections back to your brand or message.įor example, a tall, thin font is perceived to have light, thin characteristics. Your subconscious then associates those components with real-world aspects.Your brain picks up on the font's various components, including aspects like its size, its spacing, its weight, etc.You see a font embedded in a logo, printed on a business card, or splashed across a website.Beth Kock, an expert on the psychological implications of typography, this process happens rapidly within someone's subconscious: And your typefaces and fonts are a key element in your branding.Įvery typeface you choose has a personality and conveys some sort of emotion, which in turn causes the customer to make assumptions about your brand. Why Typefaces and Fonts Matter: The Psychology and Meaning Behind Your Typeface ChoicesĪccording to a study published in the Behaviour & Information Technology research journal, it takes someone only 50 milliseconds to make a first impression about your brand and your website. But 14-point Times New Roman and 18-point Times New Roman are fonts of the same typeface. A font is a set of glyphs in a typeface.įor example, Helvetica or Times New Roman are typefaces.A typeface is a collection of glyphs (i.e., the letters, numbers, symbols and punctuation) that all share a single design.While many people treat these terms as interchangeable, there is a subtle yet important difference: Throughout this guide, we'll use the terms "typefaces" and "fonts" frequently. Terminology 101: The Difference Between Typefaces and Fonts The strategic best practices for using typefaces and fonts in your branding, your website, your marketing communications and more.The differences between different font sizes, styles, etc.The four most popular typeface styles (and what they mean to your customers).The psychological impact of your typefaces and fonts.The difference between typefaces and fonts (it's easy to get these two terms confused!).In this comprehensive guide to the role that typefaces and fonts play in your marketing and branding, we'll explore:
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