Serifs: Trustworthy Fonts Psychological Associations of Serif Fonts: Stability, Tradition, Intellect, and Formality Typesetting a book? A transitional serif font like Baskerville will help readers to feel that the text has more authority and intellect.ĭesigning a wedding invitation? The right script font can simultaneously communicate romance, fun, and tradition.īelow, discover the six major different font groups, their psychological associations, and examples of how the psychology of fonts is used in brand design. Savvy designers can combine multiple psychological effects by choosing particular fonts and colours, resulting in a psychologically engineered combination of design elements that communicates one or multiple emotional moods.Īlthough the psychology of fonts is most keenly applied in the world of branding, designers working with any form of text should know a little about how font choice affects the mood and perception of viewers. By changing the style of font, choosing a more emotional font or a powerful font, a designer can make the viewer feel and respond differently towards a brand.įor example, a bank that wants to communicate a sense of stability and heritage to its customers might opt for a traditional serif font, while a tech start-up might choose a futuristic sans serif font, to encourage customers to perceive them as innovative and forward-thinking.Ī psychological approach can also be taken towards other design elements, such as colour. Not only is the appearance of text an important consideration for brands, but the appearance of different fonts can also have psychological effects on the viewer. the font) on a brand’s logo, advertising and other output is more important in determining brand perception and brand memorability than the written content.
It’s no surprise, then, that brands are starting to hire designers with a savvy knack for understanding the psychology of fonts and finding a use for emotional fonts.įor designers and businesses, an understanding of font psychology is key to shaping both how memorable a brand is and how customers perceive it.īecause human beings are more engaged with visual content than written content (a phenomenon termed the Picture Superiority Effect by psychologists), the appearance of the text (i.e.
Different fonts have been proven to have astonishing effects on human psychology, with some powerful fonts even able to alter the taste of food or make people angry to the point of social revolution. Applying the psychology of fonts in marketing is starting to become an important field of research and practice in branding and advertising.Īlthough this was once the preserve of large corporations, now smaller businesses are also recognising the value of applying the psychology of fonts in marketing and brand design. Human beings have an innate instinct to anthropomorphise non-human entities, applying human characteristics and emotions to things that are distinctly non-human-such as logos, for example.īecause human beings respond to visual culture in an emotional way, designers can manipulate the psychological responses of their viewers by making informed choices about the features of a design, such as colours and fonts. Images are not simply colours and shapes on a page, or at least not for humans.
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Here, discover how to apply the psychology of fonts in logos, as well as in branding and design more broadly, using psychologically powerful fonts to shape the reactions of your audience.įrom advertising fonts able to convince customers to part with their cash to unique and different fonts which help to give brands a stand-apart identity, this is your ultimate guide to understanding and applying the psychology of fonts.ĭiscover a range of psychologically powerful fonts and fonts that evoke emotion on Envato Elements. Fonts that provoke a psychological reaction can be used to make a brand feel more trustworthy, friendly, or aspirational, with designers often turning to emotional fonts to give brand identities a powerful psychological impact.
Designers have used powerful fonts to give designs a certain mood and feel for decades, but the power of font psychology to shape individuals’ emotional responses to a brand or logo has only been fully realised in recent years.
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