Font psychology in logo design is the secret sauce to enhance your brand personality. You may not know the power of font and overlook it, but it can greatly contribute to an appealing logo. Picking the perfect font for your logo can bridge the gap in your brand identity. You can see how the Coca-Cola and Cadbury font logo design has created an emotional connection with their target audience.
Whether you are a startup or an aspiring designer, understanding font psychology is as important as the thought of color psychology. To create your logo, first, grasp the concept of font psychology. Let’s unbox the importance of font psychology in logo design, its various types, and how you can pick up a perfect font.
What is Font Psychology?
Font psychology is a theory of how typography impacts the consumer’s emotions to purchase. Font has a divergent influence on varied audiences.
For instance, if you feature Montserrat in logo design, then it triggers different feelings, ideas, and emotions in your audience.
Other fonts like Roboto Arial spark emotions and ideas different from those of Comic Sans. When you carefully choose fonts to impact your consumer and utilize them to your company’s benefit. This is what font psychology is.
Why is font psychology in logo design so important?
Every font has its meaning connected with different feelings. To deliver your brand personality, a font that resonates with potential customers is vital. Research shows that the right typography can help us remember important information, retain knowledge better, and even influence our moods and actions. Font psychology provides you with control over how you want your potential customers to perceive your logo design.
Typography can trigger buyer emotions to buy a product or leave it. Therefore, avoid using the wrong font that your target will not love. Picture this: you want to boost the sense of trust in your font, so choosing a casual font-like script won’t work for your audience. But if you select serif fonts, then it will likely create trust. So, the font in your logo can either win or lose your design game.
Font psychology in logo design: Six Different types of fonts
We have narrowed down the six different types of fonts having different meanings for you to recognize the font psychology to conquer the logo design game. Let’s explore.
Serif font psychology
Serif is one of the oldest and most traditional typefaces—an easy-to-read font. This font stimulates the feeling of trust and decorum. Serif fonts are ideal for businesses who want to build awareness with their trustworthy brand nature. Moreover, serif font is connected with authority, elegance, tradition, respect, and class. Some of the prevailing fonts of serif are:
Times new roman
- Book Antiqua
- Georgia
- Baskerville
- Garamond
The voice of the serif font is formal, and these are popular among editorials, financial companies, and fashion brands. Brands that apply serif font in logo design are Wikipedia, New York Times, Zara, Vogue, Rolex or ING.
Slab serif font psychology
Slab serif fonts are a blend of sans-serif and serif typefaces. They are often connected with strength, confidence, and boldness. It’s best for companies who want to impact customers with their inspiring and innovative ideas. Most used slab serif fonts include;
- Roboto Slab
- Crete Round
- Courier
- Rockwell
Slab serif font is mostly used by car and technology companies that boost confidence with creativity. Popular brands like Honda, SONY, and Volvo have successfully used slab serif font in their logo design.
Sans serif font psychology
Sans serif has a modern, clean, and compelling look that gives a sense of sensibility. The sans serif psychology gives a sense of progressive, straightforward, and clear look. Most of the clothing brands and technology companies who have forward-thinking and modern concepts apply this font in their logo design. You can take the example of GOOGLE, Spotify, Microsoft, and Adidas.
A few of the most used sans serif fonts include;
Arial
- Century Gothic
- Helvetica
- Calibri
Script Font Psycology
Script font psychology is to inspire creative ideas with their fancy look. If you want to be more personal and spark creativity, then the script will be ideal for your brand logo design. A script font is often connected with elegance, happiness, creativity, personality, and Sophistication. But you need to be careful to select one that is legible. You have some popular options, including;
- Lucida Script
- Lobster
- Zapfino
- Sofia
- Pacifico
Script font is a perfect choice for food and beverages, fashion, and kids’ brands. We have seen that popular companies like Cadbury, Coca-Cola, and Instagram use script font physiology to influence their target audience.
Modern font psychology
Modern fonts have a futuristic look, but it’s been there since the 18th century. They have a simple and clear design with thick and thin transitions in the strokes. Meanwhile, modern fonts articulate a sense of intelligence, style, and exclusivity for
the audience. You can explore this modern font;
- Matchbook
- Politica
- Klavika
Facebook, NARS, Redbull, and Hulu are perfect examples of modern font psychology in logo design.
Display font psychology
If you are seeking a more creative typography logo design, then display font can hit the mark for your brand. You can customize your display whether you want to refine, twist, or tweak your font. These fonts are usually linked with the fun, casualness, and uniqueness of the company. Few display display fonts that most of the time companies use are:
- Bombing
- Gigi
- Jokerman
Fanta, Disney, and Lego make a hallmark by their display logo font design.
How to choose a perfect font for your brand?
Here are some tips that you can follow to choose the best font for brand logo design.
Know your target audience: Your font logo design must resonate with your potential consumers. So, first, research your audience demographic and buyer persona. For a young audience, display and modern font can go well. While a script font may appeal to female customers, a serif can go for serious audiences who are more formal. Sens serif can attract forward-thinking customers.
A font that complements your brand personality: Now, you get the taste of your target audience, list the message you want to deliver, and pick up the font that resonates with your brand personality.
Clear & Readable: Select a font that is simple, clear, readable, yet effective. If it is difficult to read, then it loses its value. So, make sure that your typeface is legible.
Takeaway
Designing an appealing logo may seem daunting to you, and you may overlooked the value of font. Though typography is not considered logo design, it has equal importance as colors in a logo. You have seen examples of well-known companies that beautifully represent font in logos, targeting their wide audience. The style and shape of your font are crucial to appeal to your audience and differentiate your logo from competitors.
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