Just as how we say something weighs more than what we are saying, the right fonts play the same role when it comes to our visual experiences.
As strange as it may sound, fonts can also evoke different emotions, like spoken words.
Fonts matter, because choosing the right font style will help your brand strike the right chords with your target audience. For instance, if your company sells activewear or sports goods, choosing fonts that are clean, thin, and leaning forward, will clearly portray an active or "agile" image. Choosing the right font helps you convey the intended message easily, and aids marketing efforts.
The fonts you choose will decide how the audience perceives and remembers your brand. The tone, feel and look of fonts help convey the values that your company stands for. Different fonts or typefaces trigger different moods and feelings, thereby influencing customer experience right from the beginning.
When you think of brands such as Disney, Coca-Cola, and Google, you immediately visualize their logos and the fonts used. These are the unique identifiers that make them instantly recognizable. Typography has successfully created a distinctive identity for these brands such that we can recognize them just by looking at the fonts.
Script font – The best example of a script font is the Coca-Cola logo. Script looks like handwritten letters and is typically fancy, elegant, and creative. Using script font can help your brand offer a personal touch to consumers, and elicit fun, feminine, and casual vibes.
Best for: Food, Elegant brands, Fashion, Children focused brands
Serif font – The serif font, think Dior and GAP, is outright traditional. It creates an image of classiness and culture used by established companies. You can use serif fonts if you aim to evoke feelings of trust, maturity, and respect.
Best for: Financial companies, Fashion brands, College, Editorials
Sans serif font – If you want a no-nonsense, legible, and simple yet modern vibe for your brand, sans serif, is the perfect font choice, think Google, or Chanel. Sans serif is perfect for portraying honesty, clarity, and simplicity.
Best for: Sport brands, Technology, Modern, Start-up
Display font – Display fonts, like the Disney logo, are meant to inspire and evoke strong emotional reactions. These fonts are highly customizable and can be adapted for use by almost all brands. You can use them to portray intelligence and exclusivity.
Best for: Food companies, Children focused brands
