Feeds Miscellaneous By Aashish Pahwa / December 6, 2017 Communication is important even for your basic marketing strategies. The target audience ought to know and understand what the brand wants to say. Your brand has sonic and visual meanings attached to it. Along with the name, the font you use to write it also matters as it carries a visual psychological meaning.Font Psychology matters. You need to know the meaning of the typeface and see to it that it aligns well with the body of your logo text. Fonts Help Building a Brand PersonalityBrand personality refers to the personification of the brand. Adjectives like caring, cool, funny, luxurious, etc. are associated with the brand because of their brand personality.Fonts have their very own personality and brands can capitalize on it if they use the right type of font for the right content.If you’re planning a logo, it is advisable to read Psychology of Colors & Psychology of Shapes before you proceed to the next section. Psychology Of FontsSerif FontsWhat Is A Serif Typeface?Serif is probably the oldest known typeface. It’s a basic 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 ExamplesTimes new romanBook AntiquaGeorgiaBaskervilleSerif Font PsychologySerif is the most commonly used font category. These easy to read fonts are so old and common that they can accompany any personality. That is, these fonts are neutral and just like old men of the family, these fonts areReliableRespectableDependableReputableConventionalNeutralCompanies which use Serif Font in their logosSony uses a subcategory of Serif known as Slab Serif (Egyptian fonts) which is a block-like serif and have slabs at the end. Slab Serifs are known for their solidity & confidence.Sans Serif FontsWhat Is A Sans Serif Typeface?Sans means without. These are easy-to-read general fonts which do not contain any tags or flags. These fonts were used for printing headlines along with serif fonts which were used as body text.These are also referred to as gothic or just sans. Sans Serif Font examplesHelveticaArialCentury GothicCalibriSans Serif Font PsychologyJust like Serif font, sans-serif is also an old and widely used font category. It acts as neutral but is contemporary. Sans Serif fonts have the following characteristics:CleanSimpleContemporaryStraight ForwardFuturisticNeutralCompanies Which Use Sans Serif Font In Their LogoScript FontsWhat Is A Script Typeface?These Fonts are a part of decorative font category. These are easy to read cursive/handwritten fonts.Script Font examplesLobsterLucida ScriptSofiaPacificoScript Font PsychologyScript fonts are carefree 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 expressCreativityInterestEmotionsFemininityCompanies Which Use Script Font In Their logo Modern FontsWhat 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 ExamplesFuturaBediniOrgreaveBodoniEmpireModern Font PsychologyModern 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 expressEleganceIntelligenceDistinctivenessSmartnessDeterminationForward-Looking IdeologyCompanies Which Use Modern Font In Their Logo Display FontsWhat Is A Display/Novelty Typeface?A display typeface is any creative typeface which is different from the norm. This Typeface is usually used in logos and not in the body text.Display Font ExamplesJokermanBombingGigiDisplay Font PsychologyThese fonts are tailor-made to company’s wants. These can be tweaked, twisted, tuned, inclined, etc. to form any desired meaning.These fonts can beFun,Unique,Casual,Direct, etc.Companies Which Use Display Font In Their Logo How To Select A Perfect Font For Your Branding Strategies?Branding Strategies involve clear communication. Communication includes rational facts or emotions. Either way, visuals matter. Here are certain tips to select a perfect font for your branding strategy. Know The Target Group DemographicsTarget Group demographics play an important part in the 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 with women accessories.Font Style Should Match Your PersonalityNow that you already know about the personalities of the various font styles. Choose the one which suits perfectly to your brand identity.Before you decide the font for your logo:Assign your brand an adjective (cool, witty, straightforward, etc.)List down your message you want to convey.Select the font which suits this personality the most.Psychology Of SpacingKerning 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 & ReadableFonts 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.Go On, Tell Us What You Think!Did we miss something? Come on! Tell us what you think of this article on Font Psychology in the comments section.