Our designs are for brands and the people who engage with them. This is why understanding the brand’s audience and the message it aims to convey is the cornerstone of successful design.
Keeping the audience at the forefront of our design decisions allows us to feel connected and empathetic to their needs and preferences.
Just as finding the right words is crucial, so is finding the right design approach for brand messaging. Many stop at selecting the colors, as it’s well known that specific colors appeal to certain audiences and evoke specific feelings. However, it’s important to remember that fonts also have this power.
Here is how font psychology works with the types of fonts we know best:
By considering colors and fonts, we can make marketers and brand managers feel informed and strategic in their design choices.
There’s a study of how different fonts impact feelings, thoughts, and behaviors called fonts psychology. So, even if we choose the perfect color, as long as the typography doesn’t support the reaction we are looking to get from the audience, it’s practically useless.
Suppose the goal is to appeal to a female audience. In that case, the most apparent design solution is delicacy: pink, purple, light blue, and pastel colors, among others. However, supported by a bold typeface with rough and masculine details, it could completely ruin the vibe.
On the other hand, minimalistic, thin, and smooth typefaces contribute to the right brand’s perception.
Serif Typography
Serif typography shows us class and security with its flat and smooth endings.
In addition to being perceived as “classic” fonts, they give us a sense of durability that increases confidence in the brand and makes us think it is well-established. We can find Times New Roman, Georgia, and Garamond fonts among some Serif.
Sans Serif typography
It’s the most clean and modern, giving us lightness and clarity. It’s also perfect for brands that seek to give a clear and severe message while appearing forward-thinking, honest, and sensible. Some of them are Helvetica, Century Gothic, and Arial.
Script typography
Finally, script typography is functional when brands want to translate a feeling of elegance and creativity and, simultaneously feel personal because of the effect of being written by hand.
These fonts can be powerful if used carefully. While looking artsy and fancy, they can be hard to read in specific contexts. Among them, we can find Lobster, Zapfino, and Lucida Script.
If you have doubts about your brand’s current identity or are in the process of defining your brand’s image and applying font psychology, contact us HERE, and we will gladly help you!
