Color and message and design – oh my! While all these elements are components of branding and graphic design, the font and typography you choose tell a significant part of your brand’s story. Strategic font choices help tie your branding together while good typeface cements the message of your branding and engages your target market. The typography you choose is shown on your logo, signage, product tags, and decals. Since this is the case, the psychology of typography is as important as the psychology of color in the grand scheme of the graphic designs that represent your business.
Let’s start by understanding the difference between fonts and typography. Though they are often used interchangeably, font and typography are different things. The font is the weight and style of a particular typeface. For example, Times New Roman is a font, while Serif and Sans Serif are typefaces. With that understanding, here are a few good rules of thumb in font selection:
Font and typography are important visual elements that spark an emotional reaction from your preferred consumer. Thin fonts with a whimsical look and feel might represent an organic beauty line well because they denote delicacy and femininity. A thicker, more robust font is better suited for the banking industry and automotive manufacturers because they denote strength and endurance. A children’s toy company would choose typefaces that mimic elementary handwriting and evoke feelings of nostalgia.
In other words, choose fonts that ‘go’ with your company’s image. For example, a bakery would avoid choosing a gothic font with cryptic lettering reminiscent of vampire movies of old. Similarly, an office supply store would avoid fanciful lettering full of curlicues and cutesiness which might be perfect for a calligraphy or stationery firm. Once you’ve identified the best font for your branding material, make sure it’s cohesive and used consistently throughout all your graphic design, promotional, and branding materials.
Every font has a personality all its own. The key to choosing the right fonts and typography for your business is knowing and understanding your company, its brand, its personality, and your target market. Without this basic understanding, its impossible to market to your ideal consumer effectively. The professional, award-winning graphic design team at DPRINT understands the psychology of fonts, the hierarchy of typography, and the importance of making the right font combinations. Contact us today to get expert help choosing the fonts and typography your brand needs to get the attention of your target market.
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