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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.
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.
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.
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.
A startup consultant, digital marketer, traveller, and philomath. Aashish has worked with over 20 startups and successfully helped them ideate, raise money, and succeed. When not working, he can be found hiking, camping, and stargazing.
