Communication isn’t limited to oral transfer of information. It also require words to be written and understood. This ’understood’ part of the written communication is not just related to what is written and how it is written but there’s also a visual psychological aspect to it. Font Psychology matters. Brands need to know the meaning of typefaces and see to it that it aligns well with the body of the text.
Fonts are used everywhere. They are the most overlooked yet essential part of the company’s communication strategies. Many brands even prefer to use a single font as a part of their brand identity (Axis bank use futura font).
Fonts in logo designs play a vital role in its success and failure. According to a study, only 6% of the companies use only display images, 37% use text only, while 56% of the companies use display image along with text in their logos.
Fonts Help in Creating a Brand Personality
Brand personality refers to personification of the brand. Adjective like caring, cool, funny, luxurious, etc. can be assigned to a brand to which give rise to their brand personality.
Fonts have their own personality. Brands get a lot of benefits if they use the right type of font for the right content.
Psychology of Fonts in Branding and Logo Design
What is a Serif Typeface?
Serif is probably the oldest known typeface. It’s a normal typeface with some extra details, usually referred as flags or tags, on the letter. Serif fonts have been used for printing purpose since many centuries.
Serif Fonts Examples
- Times new roman
- Book Antiqua
Serif Font Psychology
The most common font category. These easy to read fonts are so old and common that they can accompany any personality. That is, these fonts are usual and neutral.
Just like old men of the family, these fonts are
Companies which use Serif Font in their logos
Sony uses a font sub category of Serif known as Slab Serif (Egyptian fonts). These are block like serifs which usually have slabs at the end. Slab Serifs are known for their solidity & confidence.
Sans Serif Fonts
What is a Sans Serif Typeface?
Sans means without. These easy to read fonts are general fonts which do not contain any tags or flags. These fonts were used in prints as headings along with serif fonts, which were used as body text.
These are also known as gothic or simply sans.
Sans Serif Font examples
- Century Gothic
Sans Serif Font Psychology
Just like Serif fonts, sans serif are also old and widely used font category. They act as neutral fonts but contemporary.
- Straight Forward
Companies which use Sans Serif Font in their logo
What is a Script Typeface?
These Fonts are a part of decorative font category. These are easy to read cursive/handwritten fonts.
Script Font examples
- Lucida Script
Script Font Psychology
Script fonts are care free and have a creative outlook. These are used to express creativity and emotions. Script fonts with more curves show femininity.
Script fonts are used to express
Companies which use Script Font in their logo
What is a Modern Typeface?
Modern typeface, also called Didone, has been present since the eighteenth century. These fonts have thin horizontal serifs and thick & thin transitions in the strokes. There is no slant on the letters.
Modern Font examples
Modern Font Psychology
Modern fonts are very structured and eye catchy. These fonts have a vertical stress and can be considered determined (sometimes cold) because of no inclination.
Modern fonts are used to express
- Forward Looking Ideology
Companies which use modern Font in their logo
What is a Display/Novelty Typeface?
A display typeface is a any creative typeface which is different from the norm. This Typeface is usually used in logos and not in body text.
Display Font examples
Display Font Psychology
These fonts are tailor-made to company’s wants. These can be tweaked, twisted, tuned, inclined, etc. to form any desired meaning.
These fonts can be
or any desired meaning.
Companies which use Display Font in their logo
How to Select a Perfect Font for your Branding Strategies?
Branding Strategies involve clear communication. Communication include rational facts or emotions. Either way, visuals matter. Here are certain tips to select perfect font for your branding strategies and for your logo.
Know the Target Group demographics
Target Group demographics play an important part in selection of font styles. Use this data for easier selection of the font.
Age – Dynamic display fonts can work for teens and young adults. Adults may prefer modern fonts while Serif and Sans Serif may be used to attract elderly people.
Gender – Script fonts can be used if the brand deals in women accessories.
Font style should match your personality
Now you already know about personality of various font styles. Choose the one which fits perfectly with the brand personality you have in your mind.
Before you plan a font for your logo,
- Assign your brand an adjective (cool, witty, straightforward, etc.)
- list down your message to the target audience
- Select the font which has a similar personality to you.
Psychology of Spacing
Kerning and spacing can do wonders. Spacing can be used to express specific messages. Minimal spacing can be used to show linkage, tight schedule, punctuality, strictness, etc. while more spacing can be used to express coolness, luxuriousness, richness, etc. But see to it that you don’t use much white space. Usage of a lot of white space might make content look cheap.
Simple & Readable
Fonts are used to communicate. Make sure the font you use is readable. Complex fonts, though attractive, might backfire if they are not readable.
While planning a logo make sure that the negative image looks the same as the positive image.
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