• Anna Akumova

Font Psychology: The Science Behind How Your Brand Is Perceived



We design not for brands, but for people who interact with brands. Hence, knowing the brand’s audience and what message it tries to convey is what stands behind a successful design work.


And just like finding the right words, finding the right approach in design is essential for brand messaging. Many stop at selecting the colors – it is well known that certain colors appeal to certain audiences and make us feel one way or another. Turns out, the fonts have that power, too.


Actually, there’s a study of how different fonts impact feelings, thoughts and behaviours, and it’s 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.

If the goal is to appeal to female audience, the most obvious design solution is delicacy: pink, purple, light blue, 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 would contribute to the right brand’s perception.


Here’s how the psychology of typography works with the types of fonts we know best:


Serif typography, with its flat and smooth endings, shows us class and security.


In addition for being perceived as “classic” fonts, they give us a sense of durability that increases confidence in the brand and makes us think it’s well-established. Among some Serif we can find: Times New Roman, Georgia, Garamond fonts.


Sans Serif typography is the most clean and modern, and gives us a feeling of lightness and clarity.


It is perfect for brands that seek to give a clear and serious message while appearing forward-thinking, honest and sensible. Some of them are: Helvetica, Century Gothic, Arial.



Finally, script typography is useful when brands wants to translate a feeling of elegance, creativity and at the same time feel personal because of the effect of being written by hand.


These fonts can be powerful if used carefully. While looking artsy and fancy, in certain contexts, they can be hard to read. Among them we can find: Lobster, Zapfino, Lucida Script.


If you have doubts about your brand’s current identity or are in the process of defining your brand’s image, contact us HERE and we will gladly help you!

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