This style is fun and free and inspires creativity, and as a result, has become quite popular as a headline or logo font. Of course, as people’s handwriting can vary drastically, so too can handwritten fonts. Handwritten fonts are the newest kids on the block and take on the nature of natural handwriting (rather than the more polished Script fonts). Script font examples from Milena Vuckovic (left) and from Flavia²⁷⁶⁷ (right) 4. With a range of options from fancy to down-to-earth, script fonts can be associated with elegance, creativity and playfulness. Script style fonts mimic cursive handwriting. If you’ve ever been mesmerised by the calligraphy on a wedding invitation, you’ve experienced the effects of Script writing. If you want to be considered sophisticated, forward-thinking and innovative, consider a Sans Serif font.Įxamples of Sans Serif fonts from Mike Barnes (left) and Milos Zdrale (right) 3. Sans Serifs, lacking the ‘feet’ at the ends of each letter form, are modern, clean and simple, making them a popular choice among technology companies. They convey a sense of knowledge, trust and authority, which is why they’re often used by traditional brands like financial institutions and law firms.įor that classic feel with a bit more boldness, you can consider a Slab Serif typeface.Įxample of a Serif font from elm&tweed 2. Serif fonts, which have decorative ‘feet’ at the ends of each letter form, are strong and classic. By familiarising yourself with these, you can be more strategic in the fonts you choose for your brand. From there, you can select a font that will help you achieve those goals.ĭespite there being thousands of fonts out there, luckily most fall under one of four styles, each of which is associated with certain human traits. How would you describe your brand if it were a person? How do you want your brand to make people feel? By addressing these questions, you’ll be better positioned to find the fonts – and colours and shapes, for that matter – that align with who you are and how you want to be perceived by your customers. Understanding the power of fonts is all well and good, but how do you make sure you’re using the right ones that communicate the message you want to send?įirst, it’s most important to map out your brand personality. How can you put font psychology into action? Typography should work in harmony with other design elements like colour, shape and spacing to create the impression and personality you want your brand to embody – and your customers to embrace. While these are extreme and obvious examples, they illustrate a fundamental truth: the fonts you use send a message, whether intentionally or not. You’d be pressing the back button without a second thought. Would this inspire confidence in this lawyer? Would they seem authoritative and professional enough to support you? Not at all. Consider this scenario: you’re looking for a lawyer, so you google ones in your area and click the first result, only to be greeted with a website drenched in the notorious Comic Sans. The fonts you use are as equally important as the ones you don’t. Rather, you’d want to use a playful, perhaps more stylish font that creates excitement for your upcoming event. Would you use the same font for the invitation as you would for, say, the poster for a technology conference? Likely not. By understanding those associations, you can shape how consumers respond to your brand and how they connect with it on a deeper level. People have very specific thoughts and reactions associated with certain fonts.
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