The Psychology of Fonts

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Fonts like color and design play a huge role in creating brand identity and the longer memory patch. It creates a sense of difference to the logo that can long last in our brains. The types of fonts include:

  • Sans Serif.
  • Serif.
  • Slab Serif.
  • Script.
  • Blackletter.
  • Mono.
  • Hand.
  • Decorative.

Here is the timeline of how fonts evolve in various brands.


How viewers perceive fonts?

Font choices are said to be better when people notice the overall message, not the font. For example, Take Disney logo, Kids at the age of 6 they perceive the Disney typeface as a  whole message, but, when asked, they cannot mention the individual letter design. In Disney logo, the D looks like a reverse G.

Fonts create a personality for each brand which affects the viewer’s mood. There is a  subconscious effort that companies put in the choice of the font. Each font creates specific moods and emotional baggage that viewers carry.

For example, Serif is used mostly in corporate events that create a reliable and authoritative message, whereas, Sans-Serif family font has the universal and stable effect on the audience mind. It is used in conferences and seminars. Also, Slab-Serif has it own bold and funky effect, is used in festivals and concerts.

The choice of fonts also depends on the medium or channel that it will be used. Serif fonts are easier to read in printed works, whereas, Sans-Serif fonts are better on the web.

Making sure the brand message is easy to reach on the mindset of the market, companies spend their time, energy, money on the type of fonts been used.

So, what is your choice of font and why?

Please do share your thoughts in the comment section.

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