Texts, you see them everywhere. On every corner of the street. From directional signs to advertisements. When you read a word, you probably won't pay attention to the font right away. The eye probably first catches sight of the colors, the overall design, the readability. But which typeface the sender of the message chooses is crucial. It tells a story. Typeface choice contributes to the feeling a communication message has. One font radiates luxury, while another font exudes nostalgia. Choosing a font is an important part of a campaign, website, or brand identity. But how does that work exactly? And how do you select the best typeface? 

Typefaces or fonts: what’s the difference?

We start at the beginning. In common language, the terms typefaces and fonts are often used interchangeably. Logical, because they refer to the same thing: the letters. But to understand how you use fonts and typefaces for a brand, it’s good to clarify the difference first. A typeface is, as the name somewhat reveals, the type of letter; the design. While font choice revolves around the combination of a typeface, weight, and style. The complete picture. And there’s a whole psychology behind it.

The psychology behind fonts

A letter. It seems so simple. But there’s much more behind those few strokes. Place different fonts next to each other, and you can probably automatically make connections between the typeface used and the sender. Just think of the luxurious typeface of the watch brand Rolex. Or the bold, strong font of a gym. What is that based on? You just know it. It’s a feeling. Right?

But it isn’t that simple. There’s true psychology behind fonts. A letter is actually a visual symbol. And the brain is trained to associate visual things with meanings from the real world. The brain is an associative network that continually links concepts to existing experiences. An elegant, swirling logo often stands for luxury. A simple, clear font comes across as friendly and reliable. An italic font can convey speed and movement. 

A font can thus convey both a semantic meaning and evoke a feeling. A poor font choice can therefore have the opposite effect. Where similar experiences strengthen the connections between the font and the meaning. Selecting the right font and establishing a corporate identity is therefore a process that requires attention. There are many factors to consider. 

Choosing a typeface: what to pay attention to

Typography consists of two different concepts: the verbal and the visual representation. In short, what the word literally means and what it conveys. These concepts must work perfectly together to communicate an impactful message to the target audience. We share five pillars for selecting the ideal fonts for a brand.

• Pay attention to brand identity when choosing a font
  
  

  Did you know that 75% of consumers judge a company based on the website design? The font you choose influences how people receive the content. Each typeface has its own identity. It reflects a tone and character. The entire font tells its own story. Compare it to choosing an outfit. You choose that with care as well. You probably wouldn’t wear a bikini to a wedding. And you’d choose a nice outfit for an important presentation. The ‘jacket’ you wear determines how you come across. That’s why it’s important to choose a font that fits the brand's positioning. A typeface must match the colors and brand values of an organization. Creating unity between look and feel. And above all: conveying a consistent brand experience.
  
  

• Select a serif or sans-serif typeface
  Typefaces can be divided into types with serifs and those without. A serif refers to the extra strokes and decorations of a letter. We also call it the ‘sticks and tails’. An example is the well-known typeface ‘Times’. The advantage of fonts with serifs is that there’s a lot of form variation possible. This makes the letter recognized much faster. The downside is that the font may be less readable for some. Especially online, the preference often goes to sans-serif. These typefaces appear simpler and more modern. Often, these fonts are also more readable on screens. This contributes to effective communication and the digital accessibility of a website, app, or communication. The choice of a typeface with or without serifs can set the tone.
  
  

• Choose readable typefaces
  Brands often lean towards cool, unique typefaces to strengthen their positioning. Of course, this can contribute to the bigger picture. But in addition to the brand identity, there’s another important element: readability. For instance, psychologist Kevin Larson conducted research where a focus group received two texts: one with a good font and one with a poor font. The better font choice allowed people to read the text faster. Additionally, the cognitive focus was higher, and the text was better understood. 
  
  

• Choose the best fonts for a website
  As a company, you can’t avoid it: a website. When choosing a typeface, it’s wise to consider the translation to digital media. Communications are constructed differently on a computer screen than in print. Digitally, you deal with pixels that can sometimes make serifs unclear. This reduces the readability of text. The best typefaces for websites are therefore often sans-serif. 

  Readability is an essential aspect of a website, especially with respect to digital accessibility. Therefore, also test the fonts on different devices and with different browsers. A computer screen or smartphone - it can make a world of difference.
  
  

• Combine typefaces with each other
  Organizations usually don’t choose just one typeface. It’s often a mix of several elements. This leads to interesting typography. Considering font psychology, this also evokes various feelings and associations. A powerful corporate identity often makes use of combinations. This creates an engaging whole. Get inspired, experiment, and explore what different combinations do. 

Selection process of fonts in marketing

Choosing the right typeface is thus an important element of marketing. When we at SowiesoHelder start working on a concept and strategy for the branding or campaigns of a brand, we carefully consider this aspect. It strengthens the brand identity. But it also determines the accessibility of websites. Or the conversion of digital campaigns. A font appears in many communications: from online videos to flyers for an (online) event. Art and copy are essential. So make sure the feeling, semantics, and visual representation match the story your organization tells. Make it resonate. Also with letters.

Does your organization need advice on font psychology? Feel free to contact us!