Believe it or not, there is a certain psychology to fonts when it comes to graphic design. Your logo or your marketing materials will have very different effects based on how your typography is presented. The best graphic designers have a deep understanding of the effect of fonts, colors, and shapes in any logo, as the most successful ones can influence the feelings and actions of customers and can communicate the company’s brand without having to say a single word.
While it’s very important to prioritize readability when it comes to your typography, you should also take into consideration how exactly the fonts will affect a person reading it on a psychological and emotional level. Bad fonts can prove to be detrimental to your business, and can negatively affect your bottom line.
In general, newbie entrepreneurs fail to grasp how important it is to hire professional graphic designers to create their logos and marketing materials. Amateurs often won’t give much thought and consideration to how fonts look. What will be important to them is legibility only and nothing else. Some of the worst cases of this particular pitfall is the fact that logos end up with dull and boring fonts or outrageously wacky ones, sending all of the wrong messages to the any customer who sees the design.
There is a meeting of art and science when it comes to the psychology of fonts. For instance, the Gestalt Theory applies to logos as well. This theory basically says that people have a tendency to see disparate parts of something as a singular cohesive whole whenever it is possible. As such, even if there is no apparent meaning to something, we tend to look for patterns and meaning to a certain perception.
In logo design, this means that shapes, colors, symbols, and fonts all work as a unified whole to convey a message. Everything must be harmonious for the logo to be successful. It should also be able to represent your company, your employees, your values, and what you do at a single glance.
Generally, serif fonts tend to be more respectable and traditional. It commands respect even if it may seem old-fashioned. Serif fonts are normally the fonts of choice for insurance companies and financial services because of the more serious nature they project.
Sans Serif fonts are straightforward, direct, and more modern. They are normally used in digital design as well as in websites. Script fonts, on the other hand, are flowing and feminine. They are more personal because they mimic handwriting, so they are usually applied in creative industries.
It’s important to express the personality of your brand with the correct fonts in your logo design. It can be overwhelming to choose the right fonts among all of the other choices out there, which is why you need a professional graphic designer who knows what they are doing. This will prove to be a worthy investment in the long run, especially when your company’s success is at stake.
