Have you tried all the traditional digital marketing tools and want to spice up your campaign with something new to boost sales? Then, you should consider the psychology behind fonts. Although colours are commonly used in branding and design, you can take things one step further by using the right font for your business.

We all know that colour influences the perception that people have of a brand. The same could be said for the typographic design. Multiple studies have been conducted to learn about the effects of fonts on readers. It has been found that a considerable relationship exists between font choice and how the viewer perceives the text.

Since the selection of fonts has powerful implications for branding and design, different strategies can be derived from the psychology of fonts.

Different Fonts Depict Different Personalities

Similar to how color has an emotional impact on us, fonts also have a huge impact on humans. To select the right font, businesses need to determine the personality of the font. Typography effectively conveys more than words. It visually depicts the personality and tone of what you want to talk about. This is why different types of fonts are used for highlighting different messages.

The typography used is influenced by the aesthetic and tone that you plan to achieve. Fonts such as Serif and Sans Serif had been created to make it easier for one to read. This makes these fonts a good place to start.

There are many other fonts that can also be used to make a bold statement or target a niche audience. We share some of these powerful psychology strategies below to help you achieve your business goals.

1. Bold Fonts for Power and Masculinity

If you are a brand leader or want to depict that your brand represents masculinity, you need to use bold fonts. Research reveals that there is a huge connotation between bold fonts and being daring.

Businesses that want to give off an idea of being daring and assertive should consider using bold fonts as this psychology strategy will pay off in the long run.

People are more likely to take your brand seriously when you use bold fonts. However, you must use boldness carefully. Otherwise, readers will think that your brand is overbearing or domineering.

The reason behind why we associate bold fonts with power and masculinity is because we subconsciously perceive a bulky body as a representation of boldness, masculinity, and assertiveness. Use this powerful psychology strategy carefully to reap its benefits and establish your position in the market.

Bold fonts work well for brands that are more masculine in nature, for example, sports brands, energy drinks, cleaning businesses, etc. However, you can try them out to change the status quo and shake things up.

A popular bold font that you can use is serif. It is the most traditional option that helps promote class and elegance. If you want to highlight that your company is established, serif fonts are the way to go. They demonstrate trustworthiness ad respectability.

Serif fonts are also used for establishing brand awareness. Ideally, serif fonts can be used for editorials, broadsheets, academics, and financial institutions. Some of the best options include Georgia, Times New Roman, and Garamond.

2. Round Fonts for Femininity and Comfort

Humans have evolved to prefer curved visual objects. On the other hand, angular shapes pose an evolutionary threat. But, the truth is that it all comes down to context.

Round fonts are commonly associated with softness, comfort, femininity, beauty, and even sweet foods. Therefore, if your business sells mattresses, lingerie, beauty products, or even ice cream, you might want to opt for round fonts when marketing.

The secret to using rounded fonts effectively is learning about how the font affects people and your target audience. This will allow you to market your product or service to customers in the best way possible. It all comes down to appropriateness.

To give a fancier touch to your message, you can opt for script fonts. They are more feminine, creative, and elegant than serif fonts. Their handwritten nature allows you to add a personal touch to your message. It is vital that you choose a legible script.

When you use script fonts, you will be able to inspire creative and emotional ideas. Visual brands can leverage these fonts to show off their creativity. Although script fonts might seem fancy, you have to go for ones that are easy to read, such as Lobster and Lucida Script.

3. Angular Fonts for Durability and Formality

Are your products extremely durable? Then, you should use angular fonts. They help convey masculinity, durability, and formality. Thus, you will see a spike in sales when you make this single change.

Angular fonts have become quite popular today, and many brands are using these fonts to generate revenue. Some notable examples include Adobe Acrobat and Skype.

If you want to market your product as being durable and even timeless, you should consider using angular fonts for establishing the right brand image and performing better.

Similarly, brands that highlight formality and sell office products will find angular fonts to be perfect for their marketing strategy.

4. Simple Fonts for Directness

Many brands prefer to keep things simple by using simple fonts. They understand how it represents directness. If you have a straightforward message in mind, you need to use a simplistic font.

Always remember that the message you want to share with your target audience should be reflected in the font you use. For example, if you have a new product that aims to simplify people’s lives, a simple font will work wonders in helping people understand how your product is just what they need.

The pairing of the simplistic nature of your content with simple fonts helps increase fluency. Thus, people will have an easier time reading what you have to say and processing your content.

Sans serif fonts are perfect for demonstrating a straightforward attitude. They are engaging, modern, and clean. Through the use of sans serif fonts, you get to indicate honesty to your customers. There is simply no decorative element that would cloud the message.

Some companies that use sans serif fonts include tech startups and clothing brands. These types of companies aim to highlight that they are forward-thinking. The best sans serif fonts that you can use are Helvetica, Century Gothic, and Arial.

5. Complex Fonts for Uniqueness

Do you plan to launch the new Apple in your industry? Then, you might want to utilize complex fonts as they help convey uniqueness.

Although fluency is important as it conveys familiarity and abundance, those traits are not necessarily beneficial for your brand.

When you have something unique to offer, you cannot go with familiarity as people would lose interest in what you have to offer. By opting for something complex that requires your target audience to truly think about your offering, you get to reinforce the uniqueness of the product.

A study conducted in 2010 revealed that people perceive greater value where the font is more difficult to read. It made it clear that a complex font signals uniqueness and is appropriate when marketing something new and unique.

Slab serif fonts can be used for making an impact, such as when offering an intuitive or innovative product. Technology brands used them to instil confidence in their target audience.

The best slab serif fonts that you can use include Courier and Rockwell.

6. Slanted Fonts for Movement

If you want to convey movement and agility, slanted fonts are the perfect fit for you. We have an inherent bias towards objects leaning towards the right or left. This correlates to how when we see slanted fonts, we automatically perceive them to represent movement.

Marketers who want to highlight movement and speed to their customers should use slanted fonts. Many brands use slanted fonts to showcase what they have to offer, and we respond to their offering at a subconscious level.

7. Lowercase Fonts for Innovation and Compassion

A study conducted by Oosterhout in 2013 examined perceptual characteristics and branding. In her study, she revealed that lowercase fonts are effective for promoting altruism and compassion.

Similarly, she also highlighted that lowercase letters could be used by creative brands to showcase innovation. If you have something innovative to offer, you should develop a strategy based on the use of lowercase fonts.

How to Select the Right Font for Your Business?

Now that you have an idea about the different font strategies, you need to choose the one that suits you best. To help you make the best decision, the following tips will prove useful.

1. Clarify the Brand Identity

The first thing that you need to do to select the right font option is to identify your brand identity. Have an idea about the image you want to portray. Think critically about how your target audience should associate with your business.

Once you have an understanding of the brand identity you want to establish, you will be able to proceed further.

2. Identify the Target Audience

The best font is one that resonates with your target audience. Having a thorough understanding of the customers will help you choose the most effective font. Create a user persona to learn about customer performances.

3. Look at Competitors

To succeed in the competitive world of today, businesses need to know what their competitors are doing. This is why you need to be aware of what type of fonts competitors are using.

It is not necessary to use the same fonts as your competitors. However, once you know which font competitors are using, you can use one that stands out.

4. Consider How the Font Will Appear on Different Media

Finally, you also need to consider how the font would show on different media. After you an idea about the strategies that are effective, you can dive deeper by looking at brand communications.

The fact is that not every font looks attractive online or in real life. Hence, you need to choose one that looks across different media.

Font Size

Besides using the right font type, you also need to use an effective font size. The best font size is one that is easy to read and does not take up a lot of space. It means that it should be around 10 to 12 points.

If you are having trouble deciding which font size to choose, it is preferable to go with a 12-point font. It is commonly used in the business world.

When determining the font size for headings, you can go with a font size that is greater than 12. Increase the size of the font to add emphasis. Generally, the heading size should be around 14 to 16 points.

Fonts Go a Long Way

The power of font psychology is substantial. Knowledge of the psychological effects of different types of fonts will allow you to develop the perfect strategy.

Psychology and marketing work hand in hand to create a brand identity for your business. Marketing relies heavily on consumer psychology to use the cues that influence consumer perception, and fonts are one of the many ways to do that.

From bold fonts to lowercase fonts, you can apply the principles of font psychology to achieve the desired reaction from your audience. Which font strategy do you think suits your brand? Let us know.