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Recently, we looked at the psychology behind your font choices regarding your brand identity. For example, serif fonts are seen as traditional and established, and sans-serif fonts are seen as clean and more modern. But your font choices aren’t limited to basic serif and sans serif. How do other font choices affect how people see your brand?
Script Fonts
These typefaces are fonts that have a fluid motion and often connect to each other like handwriting. They are often seen as fancy and elegant with a touch of femininity. Think of fonts like Lobster, Sofia, and Zapfino. Cadillac uses a script font to show they are a fancy car brand. Budweiser, Campbell’s, and Coca-Cola use script fonts to make you feel like their brands are more sophisticated. Johnson & Johnson, a parent company to many household products, uses a script font because household management is traditionally a feminine duty.
Display Fonts
A display font is a tight face intended for display only, meaning it will only be seen as a title and never as a body copy. Often, these fonts are very decorative and playful. Brands like Lego and Disney use display fonts in their logos to appeal to children. It is also common for food-related companies, like McDonald’s and Fanta, to use the display font in their logo to show they are a fun choice.
Font choice is very important when figuring out your brand identity. It can help convey that you are an elegant company by picking a script font or kid-friendly by choosing a display font. Budweiser uses a script font to seem more sophisticated, but when branding their light beer, they chose a sans-serif font to convey that this product was simpler. Knowing the psychology behind font choice can elevate how your brand is perceived, along with knowing the psychology behind the color you choose the logo to be. The blue color of the Ford logo invokes a sense of trustworthiness, but the script font makes it feel like a more elegant brand than its competition. If they had chosen a different font for their logo, how you view their brand would change.
Sources:
Font Psychology For Logo Design
Font Psychology in Graphic Design
