Yes, it’s all about the science and the art behind how fonts influence you.
We talk about why certain fonts or styles evoke particular experiences and associations.
Fonts have different personalities that can create trust, mistrust, give you confidence, make things seem easier to do or make a product taste better.
They’re hidden in plain sight, they trigger memories, associations and multisensory experiences in your imagination.
Fonts can alter the meanings of words right before your very eyes.
The most important thing to consider when looking at a font to match your brand’s personality and messaging is the history of the typeface, and what it has been commonly associated with throughout its life-span.
Anyone can easily figure out how the audience feels about a font by looking into what it has been used to communicate in the past.
Just like we associate cowboy hats with the wild west, so too do we associate calligraphy with antiques.
Another quality to look for when picking the right outfit for your text is the design of the font itself!
Is it bold, sloppy, geometric or curvy?
Is it wild and crazy or fare-free?
Each of these attributes has its associated feelings, so use them to your advantage and create a comprehensive brand experience by choosing fonts that make people feel what you want them to!