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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 Personality

Brand 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.

Serif Fonts

What 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 purposes for many centuries.

Serif Fonts Examples

• Times new roman
• Book Antiqua
• Georgia
• Baskerville

Serif Font Psychology

Serif 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, just like the old men of the family. These fonts are

• Reliable
• Respectable
• Dependable
• Reputable
• Conventional
• Neutral

Companies which use Serif Font in their logos

Sony 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 Fonts

What 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 examples

• Helvetica
• Arial
• Century Gothic
• Calibri

Sans Serif Font Psychology

Just 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:

• Clean
• Simple
• Contemporary
• Straight Forward
• Futuristic
• Neutral

Companies Which Use Sans Serif Font In Their Logo

Script Fonts

What Is A Script Typeface?

These Fonts are a part of the decorative font category. These are easy to read cursive/handwritten fonts.

Script Font examples

• Lobster
• Lucida Script
• Sofia
• Pacifico

Script Font Psychology

Script 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 express

• Creativity
• Interest
• Emotions
• Femininity

Companies Which Use Script Font In Their logo

Modern Fonts

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

• Futura
• Bedini
• Orgreave
• Bodoni
• Empire

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

• Elegance
• Intelligence
• Distinctiveness
• Smartness
• Determination
• Forward-Looking Ideology

Companies Which Use Modern Font In Their Logo

Display Fonts

What 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 Examples

• Jokerman
• Bombing
• Gigi

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

• Fun,
• 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 Demographics

Target 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 Personality

Now 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 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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It seems like social networking wasn’t enough for Facebook to keep those 1.71 Billion users engaged enough. The company announced in 2016 an extension to its business model with the introduction of Facebook Marketplace.

As of October 2019, Facebook Marketplace is used in 70 countries by 800 million people around the world each month. It’s a great growth given the fact that the platform started just 3 years ago.

What is Facebook Marketplace?

Just like eBay and Gumtree, Facebook has extended its business model to include an online marketplace feature which lets you discover, buy, and sell items to the people in your area/community. The platform is similar to eBay but with an added touch of ‘Social-ness’. You get to chat with the other party over Facebook messenger and also have access to their Facebook profile.

How Facebook Marketplace Works?

You can access Marketplace on Facebook by –

• clicking the white storefront symbol at the bottom of the app on iOS and at the top of the app on Android.
• clicking the white storefront symbol in the left sidebar on desktop.

How To Buy On Facebook Marketplace?

Once you’ve accessed Marketplace, you’ll see listings organized by categories like Entertainment, Vehicles, Housing, and Hobbies. You can either choose the category of products you’re interested in or search for a specific item in the Marketplace search bar. Once you find the item you’d like to buy, you can send the message to the seller to negotiate.

Remember – Facebook does not facilitate the payment or delivery of items in Marketplace. You and the other party get to decide it on your own.

How To Sell On Facebook Marketplace?

Almost anything (except guns and other restricted items), whether new or old, can be put on sale on Facebook Marketplace. All you have to do is –

• Click on + Sell Something button
• Click Item for Sale
• Enter a title, price, location, and category of the listing.
• Click + 10 Photos and upload photos of your item
• Click Post

Remember – Even though your friends don’t get a notification when you list anything on Marketplace, the can view your listings if they live near your house. There is no way you can turn that off. 

How To Renew Your Listing On Marketplace?

There are times when even after seven days, the item for sale remains unsold. In such a case, you can decide to remove the listing or renew it.

To renew your listing –

• Tap on “Your Items,”
• Tap on the listing you want to renew and select “Manage.”
• From the menu on your screen, select “Renew in Marketplace.”

FB Marketplace for E-Commerce

Facebook has launched a pilot program in USA where it lets E-Commerce brands connect and sell their products on Facebook Marketplace. The company has already partnered with inventory partners like Big Commerce, CommerceHub, etc. to get their partners on-board.

The History Of Facebook Marketplace

It all started in February 2015 when Facebook introduced buy and sell groups which let users add items for sale in such groups which included adding a description of the product, setting up a price and set a pick-up or delivery location.

Why Facebook Marketplace?

Looks like the current user data information available to Facebook isn’t enough to carry on its revenue generation through ads. It wants advertisements to be more targeted.

How Marketplace helps Facebook in better revenue generation?

Well, this feature certainly resulted in users spending more time on Facebook (Ebay’s userbase has been poached), posting about what they want to sell (because they’ve already bought or going to buy that item soon), looking for things to buy (they can buy that item from Facebook’s advertiser too, if it’s affordable) and chat with the strangers (more use of Facebook messenger).

There were already around 450 million users in the buy and sell groups when Facebook Marketplace was launched. Hence, this was a tried and tested option to roll out.

These groups were privately owned and were so diverse that Facebook didn’t have much control over the sale offers posted. Some of the products posted (like guns, drugs, etc.) violated the website’s new policies. Marketplace, which acts as a commonplace to buy sell goods, also helps Facebook keeping a check on such products

Is Facebook Marketplace Better than eBay?

Yes. Many think Facebook to be a better marketplace than eBay as unlike eBay, which is a typical marketplace, Facebook has positioned itself as a social marketplace where you can not just see the seller’s profile but can see the mutual friends you have (in case you want to inquire about him) and can also chat with him using Facebook messenger.

But, unlike eBay, Facebook does not facilitate the payment or delivery of items in Marketplace. There is also no comments or review feature on the marketplace yet.

How To Remove Marketplace From Facebook App?

Fb marketplace is a permanent feature in the Facebook application and unfortunately, you can’t remove or disable the Fb Marketplace feature from the Facebook application yet. We’ll update this section as soon as we find any information from Facebook about removing Fb Marketplace from Facebook App.

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Perception matters. The world is full of geometric shapes and we, as humans, have assigned each one of them a meaning.

Every logo has a meaning assigned to it and it’s better to use the right shape for your logo. But before we discuss the psychology of shapes in logo design and marketing, let us first look deep into the different kinds of shapes.

Types of shapes

Geometric Shapes

These shapes have recognisable geometry. Basic shapes like squares, triangles, circles, straight lines, etc. come under geometric shapes.

These shapes are usually

• Structured
• Organised
• Symmetrical

Natural/Organic Shapes

As the name suggests, Organic shapes belong to nature. These shapes represent the things found in Natural surroundings. For example – Flowers, trees, clouds, earth, stars, etc.

These shapes usually

• Have curves
• Are uneven
• Are representative
• Sometimes asymmetrical

Abstract Shapes

These shapes are not real shapes. They are derived from organic shapes.

Abstract shapes are usually stylized or simplified forms or the combination of the other shapes. For example stick figures for humans or shape ‘V’ for a bird.

A good marketer always uses the psychology of shapes in logo design. He knows the hidden message of the shapes and uses them wisely while designing his logo.

Psychology of Shapes in Logo Design – Geometric Shapes

Four Sided Structures [Squares & Rectangles]

Four-sided structures are everywhere, from buildings to tables to the tiniest sugar cubes, we see four sides everywhere. We even spend most of our time in a four-walled room.

Hence, these smooth and straight lines have formed their meaning in our minds.

These four-sided structures depict –

• Trust
• Stability
• Uniformity
• Honesty
• Equality
• Security

Furthermore, the shapes which have Right Angles [Squares & Rectangles] represent

• order
• rationality
• formality

However, these qualities are depicted when these shapes rest on their base. Tilt them a bit and their stability is lost. But there’s an addition of attention capturing property.

Squares and rectangles are so common that they lack attention capturing capabilities. A little tilt might make them capture attention but it results in loss of existing properties of stability, order, and formality.

Other four-sided structures like Trapezium and Rhombus have different meanings than squares and rectangles.

Trapezium (pyramid-like structures) depicts better stability and growth.

Rhombus depicts speed. (As in the case of DHL’s logo)

Three Sided Structure [Triangles]

Triangle is a leader. It is energetic and focused (because of the angles). Triangles represent action. It also depicts the direction of that action (the side they’re pointing to).

Triangles Depict –

• Dynamics
• Strength
• Aggression
• Action
• Direction
• Tension
• Balance
• Masculinity
• Peace

Triangle depicts different meanings when placed differently. They show stability and strength when placed on their base. But when tilted, they show instability and tension.

Round Shapes [ Circles, Ovals, ellipse]

The universe is an enclosed circle. It has no start or an end. Every eternal/spiritual thing or being is associated with the circle. Sun, moon, earth, galaxy, universe, everything is enclosed, everything is a circle. Circles are complete. They are free.

Circles depict

• Completeness
• Love
• Movement
• Eternity
• Protection
• Intellectualism
• Femininity (anything with the curves depicts femininity)
• Secret (they keep what’s within)

Circles are less common than other shapes. Hence, they act as attention seekers.

Curves

Curves are happy shapes. These shapes-

• are creative,
• have a rhythm,
• are generous, and
• give the pleasure of viewing.

Any shape with curves is considered to be feminine.

Straight Lines [Vertical Lines & Horizontal Lines]

Vertical lines block your way. They are dominant and bold. They are also considered to move upward. Hence, they represent

• Courage
• Domination
• Masculinity
• Boldness
• Aggression
• Growth

Horizontal lines rest on a platform. They are calm and harmless. They represent

• Calmness
• Rest
• Femininity
• Silence

Spirals

Spirals have a tendency to grow. They are creative, religious, and trustable. Their direction represents two different meanings.

Clockwise spirals start with a spiral and end with an open end. This represents incompleteness and an intention to go somewhere.

Anticlockwise spirals start with an open end and end up in a spiral which shows completeness and fulfilled intentions.

Psychology of Sharp Shapes / Sharp Angles

These shapes are more youthful, more aggressive, and are seen as more masculine. These represent

• Liveliness
• Anger
• Action
• Masculinity

Similarly, shapes with obtuse angles have perfectly opposite characteristics. They are considered

• Chill out
• Laid Back
• Passive

Psychology of Shapes in Logo Design – Organic Shapes

Organic Shapes are interest-based shapes. They are like geometric shapes but involves more of colour psychology as well. Organic shapes are a combination of basic geometric shapes and hence their meaning can be derived by deciphering the meaning of geometric shapes. Still, organic shapes depict certain common characteristics like

• Interest
• They are considered to be more related to the niche (if the shape relates to that of niche)
• Originality

Psychology of Shapes in Logo Design – Abstract Shapes

Abstract shapes are simplified and/or stylized versions of organic shapes. These are the simplification of ideas. Abstract shapes give shapes to ideas. Some of the abstract shapes have universal recognition while others require themselves to be explained.

Apple’s bitten logo is an abstract shape. People have come out with varied meanings for the same logo. Still, it has only one meaning – It represents the company which is different from others.

Abstract Shapes are used to stand out, and to differentiate from others.

Combination of Shapes

Sometimes, to express a message, a combination of different shapes can be used. Deciphering this combination can be made possible by applying two different visual psychology theories

Top-Down Processing Theory – We use our past experience or stored knowledge in order to infer about what we see.

Bottom-up Processing Theory – the sensation is perception. What we sense is what we perceive. Prior stored knowledge is not used while perceiving.

For example – A triangle on a square can be seen as an arrow or a rocket if we follow ‘Top-Down Processing Theory’. While we’ll try to assign it the meaning of square and a triangle if we follow ‘Bottom-Up Processing Theory’.

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Psychology and marketing are lifelong partners. A psychologist may not be a marketer but a good marketer always involve psychology in his marketing decisions. Marketing is no rule of thumb. It involves intense research on customers’ needs, wants, likes, preferences, etc. One of these psychological researches revealed the impact of different colours on customers mind.

Colour is involved in every aspect of branding and advertising. Whether it is your logo, your product label, collaterals, or advertisements, etc. Colour is one of the most important aspects which gives the brand a personality and helps in its positioning.

Colour works out as a silent message to the customer. Customer assumes your business to have certain characteristics if it has a certain colour. These assumptions are not the same for everyone though. Everyone has different perceptions for different colours depending on their personal experience, past, upbringing, community, religion, etc. Still, thanks to globalisation, there are some presumed qualities of certain colours which can be used to set up a brand personality.

Psychology of Colour Red

The energetic, aggressive, yet filled with emotion, red is a powerful colour. It has the longest wavelength and a characteristic of appearing to be nearer than it actually is.

Red depicts

• Love
• Aggression
• Strength
• Energy
• Excitement
• Emotion

Red is a physical colour. It creates a rush within the body. This colour makes us stop and look at it.

Companies in almost every niche use Red in their marketing activities

Coca Cola had to stand out of competition and hence used red for its branding. Everything was painted red to differentiate it from others. Red was a perfect colour as Coca-Cola was the new excitement when it was launched.

Funskool, which deals with children toys has its logo coloured red.

Red, because of its characteristic of appearing nearer than it is, is a perfect colour to be used for triggers like – Buy Now, Click Here, etc.

Psychology of Colour Blue

Blue is vast just like the sky. Blue is intellectual and unlike red, it soothes the mind. Blue is the true opposite of red. It has a characteristic of appearing farther than it is.

Blue depicts

• Intelligence
• Coolness
• Stability
• Trust
• Purity
• Vastness
• Serenity

Blue is calm. It soothes your mind. It is linked to consciousness and intellect.

Just like red, blue is also a versatile colour. But it is most common in Big IT companies.

Facebook is blue. IBM is the big blue. Samsung, HP, Dell, etc. everyone has blue in their logos.

Psychology of Colour Yellow

The colour of the sun. Yellow means happiness. Yellow is a powerful colour in inducing confidence, and self-esteem and other positive emotions.

Yellow depicts

• Happiness
• Friendliness
• Confidence
• Optimism
• Cheerfulness
• Creativity
• Spirit

Yellow has a long wavelength and is seen before any other colour.

Yellow is also the colour of creativeness. Companies dealing in children products tend to use yellow the most.

McDonald’s has a yellow-coloured logo. It shows how cheerful it is.

Ferrari shows its racing ‘Sprit’ through its yellow-coloured logo

Psychology of Colour Green

The colour of nature, Green represents balance and is peaceful just like nature.

Green depicts

• Peace
• Reassurance
• Universal love
• Energy
• Harmony
• Balance
• Equilibrium
• Reliability
• Growth
• Health

Green is also one of the most seen color. We tend to relate it with nature. Hence, green has all the properties of nature.

Animal Planet deals with nature, hence the green logo.

The juice brand Tropicana wants the users to know that the juice is natural. Hence the green logo

Spotify has songs from all over the world. It is everywhere.

Psychology of Colour Black

Black is an intense colour. It is the colour of sophistication, seriousness and deepness.

Black Depicts

• Sophistication
• Glamour
• Reserved
• Seriousness
• Control
• Clarity
• Efficiency

Black is the colour of the class. Black is the absence of colour. Hence, it has the capability to absorb energy. Black shows clarity.

Black doesn’t stand out. It’s a recessive colour. But it doesn’t have any hidden meaning. Black’s black. This makes people trust it.

Black is used by niche companies to state the motto ‘We are who we are’

Nike, Adidas, Wikipedia, etc. are examples of companies using black in their logo.

Psychology of Colour White

White is pure. It consists of every colour and hence has many meanings.

White depicts

• Equality
• Purity
• Simplicity
• Cleanliness
• Clarity

White is the perfect opposite of black. It reflects everything. It shows clarity and flawlessness. White is often used with black and other colours in the logos.

Psychology of Colour Violet

Violet has the power of red combined with the intellect and stability of blue. Violet is a spiritual colour. It soothes.

Violet depicts

• Spirituality
• Royalty
• Mystery
• Vision
• Calmness
• Truth
• Authenticity

Many companies which stand out as being original and different use violet in their logos. Example – Cadbury, Yahoo!, Taco Bell, etc.

Psychology of Colour Orange

When red’s power is combined with yellow’s confidence, we come up with motivating Orange.

Orange depicts

• Warmth
• Motivation
• Fun
• Food
• Comfort
• Freedom

Orange is the colour of positivity. It lends motivation to lift up, add up fun to a dull or boring place, and is comforting to see at.

Nikelodeon and Fanta wanted their logos to represent fun. Blogger.com wanted their users to feel the ease with which they can blog on its platform.

Psychology of Colour Brown

Brown is a protector. It represents the earth. Brown can be seen everywhere and that too in things that are solid. Hence we tend to associate it with power and support.

Brown depicts

• Support
• Seriousness
• Reliability
• Power
• Nature

Brown is a mixture of red, yellow, and black. It has the power of red, warmth of yellow, and the seriousness of black. Most of the time it is used to represent products coming from nature too.

Go On, Tell Us What You Think!

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