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The Importance of Fonts in Advertising 

By Tran Nguyen

It’s not just what you say — it’s how you say it.

Obviously, the quality of your content is extremely important, but if you don’t deliver it in the right way, the message may not get across. This is where fonts and color come in. 

In the creation of your advertising materials, from logos to deliverables for a project, these two factors can greatly impact the way consumers view you and/or your company. Let’s start with the words.

What is font psychology?

According to Canva, a popular graphic design platform, font psychology can be defined as “the study of how different fonts impact thoughts, feelings and behaviors.” 

The notion that something as mundane as a font could evoke certain feelings sounds crazy, but it’s true.

The ideas around font psychology are based on the Gestalt Theory, which states that people tend to view things as patterns, not just as individual components. So, if someone has seen Comic Sans as a funny, ridiculous font, then when they see a law firm use that as its primary font, they might have a bit of a harder time taking it seriously. 

But if a clown agency used it, then that just might work. The right font will look different for every brand.

Why does font psychology matter?

When creating a brand, the main goal is always to create and deliver a story. Using a font that doesn’t fit your business and its audience could lead you to giving the wrong message.

Before you can make consumers want to read your message, you have to first make that message visually appealing. Specifically, the right font for your brand can help to capture your audience’s attention long enough to make them want to read what you have to say.

Tony Haile, former CEO of content analytics platform Chartbeat, found that users take only 15 seconds to make their judgements on a website, and by extension, its parent company. Utilizing font psychology can help you to maximize your 15 seconds.

How can I use font psychology to optimize my brand?

If you’re creating your own branding materials (logos, social media graphics, etc.), start by learning more about how typography affects perception. Below are a few resources to get you started:

Let 1893 Brand Studio help you design a brand that not only sounds good, but looks good too. Our Web Development and Graphic Design Team understands the importance of delivering messages with the right presentation. For more information, visit our Web Development and Graphic Design pages.