Font Psychology for Brands Is So Fun!
I don’t know about you, but the idea of psychology and fonts having anything to do with each other had initially surprised me. But once you consider it, it makes sense. Do you remember when people realized that James Cameron used the Papyrus font for Avatar? I still chuckle when I think of the uproar.
Or what about the ultimate offender, Comic Sans? No one would be caught dead using this font unless they never want to be taken seriously. I don’t know how we collectively decided it was the leper of the font world, but it is.
Believe it or not, fonts can also tie into the brand archetype world. For example, a Lover or Innocent archetype has no business using big, blocky, and bold fonts. Those are too in-your-face when the archetype demands gentleness.
Cursive would also be a mistake for a Jester archetype. If I found a brand that was all about telling jokes and having fun, with formal cursive font, I’d be so dang confused! I’m sure you would be too!
So yes, font psychology is an incredibly real branding point. Ironically, it’s my least favorite part of brand development, simply because the options out there are incredibly overwhelming. Choosing the right font can resonate with your audience and actually make it easier to book clients. So even though it’s a pain in the ass, it’s absolutely worth it.
Does Font Psychology Really Drive Results?
A lot of people wonder if font psychology matters and to put it bluntly, fuck yeah it does! Take a moment to go look up some of your favorite brands. Look at the fonts they use. The colors of the fonts. How do they make you feel? Excited? Calm?
Font psychology drive results in a way you might not have realized, which is why it’s so important to research the kinds of fonts that fit into the trifecta of branding.
So let’s dive into the psychology of fonts for brands and find the perfect starting point for you!
Serif Fonts
This is the most traditional font styles. It’s in your books and in classic-style brands like banks. One of the reasons this font is used in books is that the tiny flares/tails on the letters are said to help readers move along and absorb the words faster.
You’ll want to use this font if you’re looking to create a logo that conveys:
- Formality
- Authority
- Tradition
Serif Font Style Examples:
- Baskerville
- Times New Roman
- Playfair Display
Brand Archetypes: Sage, Creator, Ruler
Slab Serif Fonts
Where traditional serif fonts have dainty flares at the ends of letters, slab serifs go HAM on them. This is definitely a more masculine font, with blocky serifs This font is more distinctive, aiming for bold brands that have a strong message to convey.
You’ll want to use this font if you’re looking to create a logo that conveys:
- Masculinity
- Boldness
- Dependable
Slab Serif Font Style Examples:
- Ultra
- Roboto
- Crete Round
Brand Archetypes: Ruler, Hero, Creator
Sans Serifs
One of my favorites, and probably yours, this font is about easiness and friendly tones. It’s a more approachable, but sophisticated type of font. If you look around, you’ll see most of the biggest name brands use sans serif fonts. As the example above, Google is a great example of sans serifs. No tails or flares. Just straightforward letters.
This is a perfect font for those looking to show modernity, progressive values, and approachability. It can be used on websites for copy, in logos to show a modern style,
You’ll want to use this font if you’re looking to create a logo that conveys:
- Innovation
- Approachability
- Modern vibes
Brand Archetypes: The Rebel, Regular Guy, and Hero.
Sans Serif Font Style Examples:
- Poppins (my fave)
- Open Sans
- Arial
Modern Sans Serifs
Perfect for brands looking to offer an edgier tone, these fonts are bold, futuristic, and playful. The letters tend to be rounded, with an ultra-thin or blocky design. Some of the most fun brands use this font and lots of wedding pros could use this font to convey what a good time a client will have.
Wedding brands like DJs, planners, and event designers could really make this font pop and show off the ability to be creative in a subtle way.
Brand Archetypes: Explorer, Rebel, Magician.
Sans Serif Font Style Examples:
- Futura
- George Round
- Monseratt
Script Fonts
Coca-Cola probably has the widest known script font, with its distinctive swirls and swoops. There’s no other font out there like it, so the brand identity is distinctive. However, this kind of font isn’t the end-all, be-all for script fonts.
In fact, as fonts have become more popular, with thousands upon thousands to choose from, it’s more modern to pick more handwritten-style fonts. Sometimes it’s straight-up cursive; other times, it genuinely resembles the kind of signature like that girl in high school that had the coolest handwriting. Or perhaps a calligrapher making wedding invitations.
This font is an excellent balancer if you use a serif or sans serif in your logo. A dual message, if you will.
Brand Archetypes: Lover, Caregiver, Explorer, Magician.
Sans Serif Font Style Examples:
- Pacifico
- Lobster Two
- Great Vibes
Independent Fonts
These are the kinds of fonts that really stand out. These fonts scream “LOOK AT ME” and you better be ready for the attention. With this form of trailblazing fonts, often handmade by an extremely experienced designer, these fonts are all about showing how unique your brand is.
Brand Archetypes: Jester, Hero, Rebel.
Sans Serif Font Style Examples:
- Ceviche One
- Railyway Dots
- Bungee Inline
No matter what font(s) you choose, it’s good to first start with at least figuring out your brand archetype. That influences your message, as well as the feelings you want potential clients to feel. Nowadays, with the industry filled to the brim with competition, it’s more important than ever to find ways to catch an eye or two.
Make sure to head over to this blog for more information about brand archetypes. Of course, if you do that, you can’t miss the font psychology blog that will help you figure out the Branding Trifecta to move forward with a memorable brand that will last for years.
