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The Psychology of Typography
Oct 2020

Choosing the font type and typography for your business is more than just choosing a nice font from Adobe. Picking the right typography is dependent on your brand identity, and the psychological associations and feelings that the font displays to an audience. 


The psychology of fonts and typography is extremely important to understand. Fonts evoke different emotions and feelings, meaning we automatically react differently in our thoughts, feelings, and behaviours when we see text. If used effectively, aligning with the brand identity and end goal for the business, typography can make a huge difference in how the brand and message will be portrayed for the consumer the brand is seeking to target. Therefore, understanding how the psychology of typography works is vital for creating impactful designs. 


Typography lays the foundation for great creative, enhance a design and can also say a lot about the brand. Careful consideration should be taken when choosing a font for a logo, website, social media post, or print advertisement to name a few. As with colour, people display certain feelings, emotions and place associations with different typefaces, fonts and typography. Choosing the right font for your design gives you control over how your design is received and perceived by your target audience.


When text is meant to communicate a particular message, it is the font choice that can emphasise the meaning of the text and emotion wished to be expressed. Times New Roman is seen as traditional. Calibri is seen as clean. Valencia is expressive. The three fonts express different associations, primarily because they are from different typeface families. Fonts have distinct associations, creating different impressions in the readers mind portraying different messages.


Maybe if the message sought to be communicated is playful and aimed towards children, then Script typeface may be seen as the perfect fit for children’s activities. 


If the aim is to convince readers that your brand is confident, knowledgeable and reliable, New Baskerville could be seen as the right fit to convey the emotion, message and brand associations wished to achieve. 


You may wish to showcase how your business is established and respectable, then a Serif font would be best matched, with serif fonts carry feelings of trust.


If the aim is to demonstrate the business prioritises sensibility and honesty then Sans Serif typography is seen as the best fit, and if the aim is to grab attention then the typeface family can easily be bold. 


Fonts and typography are not just used to evoke emotions and communicate a message, but also to help identify brands, whether that maybe on their logo or on products. With a recognisable font, the shape and the style of the lettering should stand out in a consumer’s mind, vital for brand awareness. Globally recognised brands including Google, Cadbury, Coca Cola and Facebook use simple typography in their logos yet are instantly recognisable and identifiable. Google uses Serif, a simple yet respectable font, showcasing Google’s stability and influence. Whereas Cadbury and Coca Cola’s font is part of the script typeface family, known for being elegant, friendly and intriguing. The script font is known to lure people in, perfect for encouraging consumers to purchase a brands goods or services. 


Typography should be considered as just as important as colour and shape, when it comes down to designing a brand logo or the font used on adverts or social media posts. It is critical to remember that fonts can emphasis the message a brand is wanting to convey, and are vital for brand identity, demonstrating that deciding on the right font is just as important as the word itself. 


In summary, typography and fonts are highly critical for your business and branding, whether it is a certain brand image you want to display or want to evoke an emotion or feeling in a consumer. Typography should be prioritised and is just as important as colour, in every aspect of your business and branding. 

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