As a business, you owe it to your readers to provide a comfortable interface for them to consume information. This is where font psychology comes in! Many people underestimate how significant fonts are to the reader’s willingness to comprehend the text in front of them, but not us. Your font choice is a key feature of your brand strategy and should be used to empower your identity.
Why should I care about Font Psychology?
Choosing the correct fonts is one of the most important devices at a company’s disposal for conveying certain messages using a specific tone. The effects of a font are instant. They color the reader’s imagination and manipulate your message.
For instance, if you want to convey your love to someone in a message then the font will undoubtedly play into your sincerity. Take the following two cases for example:
Standardizing your choice across the entire firm also means that you are standardizing your tone.
How do I choose between different fonts?
Fonts are primarily split into two different categories; Serifs and Sans Serifs. Serif fonts have a small tail at the ends of each letter which date back hundreds of years and aim at facilitating eye movement across the page. Sans Serif fonts do no and t have these tails are typically considered more relaxed than their Serif counterparts. Other fonts such as script and decorative fonts are often used to make a statement and grab attention. Script and decorative fonts create unnecessary difficulty if used in a larger body of text, which is why you should use them sparingly.
Is the following statement true?
The use of a serif font gives the reader the impression that the statement is true where, in fact, it isn’t. This is not to say that serif fonts should always be chosen, but rather that fonts hold a hidden power and should be used wisely in conjunction with your message.
Similarly, which of the following party headlines seem more exciting to you?
Understanding that different fonts garner different responses is key to conveying your intended message.
Size & Embellishments
Our choice of typeface is important, but so are the embellishments that add structure and readability to the page. If the font is too large in size, then it implies a lack of sufficient knowledge on the matter in question. If it is too small, then it’s readability decreases. Similarly, a bold faced font can structure a document by call out headlines or important words, but overusing it diminishes its effect.
What about spacing?
Another important factor to consider when deciding on your font is the spacing between the lines and words. Research has shown that the space between two lines should lie somewhere between 40% and 60% of the font size.
Sufficient spacing between one line and the other allows your reader to move smoothly through the text. In addition, letter spacing plays a vital role in readability. Some fonts have too narrow or too broad a space between adjacent letters, making it uncomfortable to read.
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