We’ve all used a serif font at one point or another. Let’s take a look at each type of font to understand how and what they communicate differently. There are six different font styles, each equipped with different characteristics-ranging from respectable heritage to boldly confident. Similar to the many parts of the business, each part of a design needs to work together as a unified whole to achieve its goal. This is why understanding font psychology is so important, as we’re looking to enhance aesthetic appeal to our target audience, alongside color and shape. A way to do this is through Picture Superiority Effect, a theory that says people remember pictures more than words. Overall unity and consistency in design play a big part in reinforcing a strong relationship between your brand and potential customers. Swerves and curves in the font convey a soft and cute look and feel. Generating these feelings of excitement, trust and anticipation mean people will be excited to engage and buy from you. The perfect combination of fonts for social media posts makes it more likely that consumers will continue to return and engage with your content. If you’re designing for a flash sale, the right signage fonts will help prompt consumers to buy instead of browsing. One of the key tools in the design toolkit is the knack of picking fonts that will inspire and empower your message, enabling you to achieve the goals you set out to. When we design something, there’s an end goal in mind. Opening yourself up to understanding how people react to fonts means you have influence over how your design and business are perceived by who you’d like to target. Why you should use font psychologyīehind font psychology lies the power to drive your decisions and goals. With the right cultural context and knowledge, shape and color can be deployed to successfully create the mood you want your font to embody. Color psychology also plays an enormous role in changing human mood, fluctuating through different hues and shades. A font could have more roundness to create a relaxing, soothing wave, or rigid lines, soliciting a completely different look and feel from its viewer. This would impact fonts too since they have elements in geometric forms. In shape psychology, we’d be looking at its geometric form and how that elicits an emotion or feeling from the viewer. It’s also worth bearing in mind the rules of shape and color psychology, too. Learn more about the rules, terms and such in our guide to typography design > Shape and color psychology This also has an effect on font psychology, if you wanted to evoke thoughts of tallness or slimness, adjusting the spacing or deciding whether to use uppercase or lowercase will have an impact on an individual’s perception and thoughts of the font and brand. In brief, typography is the art of constructing a message in a way that will be visually pleasing. Lettering design by Mky Typographyīefore we delve further into fonts and their possible meanings, the basic rules and terms of typography need to be applied and considered too. This perception will then also be associated with the fitness brand. For example, if someone sees a fitness brand that is about gaining strength using a bold font, the customers will see that font and think: thick, bulky and heavy. When an individual sees a font, they make an association between the font and a trait. It’s a step-by-step guide dissecting how we perceive fonts and what we associate with them. One theory that is used in psychology to explain how a font is perceived by other people is the Kolenda Font Model. Depending on what we’re looking at, we’ll have our thoughts, feelings and actions impacted in different ways. According to Albert Mehrabian’s Rule of Personal Communication, 93% of personal connection is non-verbal, meaning ideas and values need to get across in the simplest way possible. In essence, font psychology is the visual and emotional reaction you have to the font you’re seeing. Let’s take a closer look at what font psychology means, what it says about you and your business and which styles best represent you. Especially in the digital age, a connection is more important than ever, and an important reason why brands and businesses should carefully consider what font truly gets the job done. Illustration by OrangeCrushīut what makes a good, successful font? The answer comes in the form of font psychology, meaning there’s a connected emotional and visual reaction to whichever font you may choose to represent yourself. The successful ones will stick with us, while those that miss the mark mean something isn’t doing the job it needs to. We see millions of fonts every single day, from the news we read to the adverts we pass on the way to work.
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