As an element of the company’s style, the font strongly associations with the brand products it sells. The distinctive features of the lettering style used help customers form an opinion about the company.
After several studies in psychology, it was found out that the font may affect the mood of the person who sees it directly. Even the exact words have a different emotional coloring, based on the typeface style used.
It is important to consider the characteristics of potential buyers and stop the choice of the font, which customers will positively and effectively perceive. Light, playful letters on an advertising sign will actively attract a children’s audience, but to attract business partners, this style is inappropriate.
Features Of The Emotional Perception Of Different Types Of Fonts
Scientists-psychologists have distinguished several fundamental categories of font based on the identified changes in the mood of the buyers when they read it.
Straight Elongated Font
It serves as a versatile option for all companies, regardless of the products the organization offers to customers. It is essential to consider that this font is not suitable for creating original products if its purpose is to distinguish products from similar analogs of competitors. In this case, the final text will look unsightly. However, colorful elements can be added to the logo to make it more memorable for customers.
Strict Square Font
Most often, this type of font style is used in the design of advertising signage for industrial products and various technological developments and posters of a social nature. The use of a square stern font will emphasize the importance of the information conveyed and set people up for a severe perception of the meaning of the advertisement. This style is also suitable for attracting the attention of businesspeople to the brand.
Rounded Font
This form of letters can evoke a sense of comfort in customers. Fonts that are characterized by angularity, on the contrary, seem to the person too austere. The lettering style, dominated by roundness, is perceived by potential clients as an indicator of the company’s care and kindness.
Inclined Font With Vignettes
They are typically used in advertising products aimed at a female audience. This font style is characterized by lightness and beauty, causing girls and women to have pleasant associations. The specified style of lettering can be found in the signs of beauty salons and stores of women’s clothing and cosmetic products. The use of italics makes the information even more accessible for buyers because it is perceived as unimportant. For this reason, italics are used for footnotes and notes.
Handwritten Font
It is inexpedient to use this type of font in street advertising because it is difficult to be read and perceived by consumers with the large size of the letters. But at the same time, it is practical to use the handwritten style to develop advertising of goods and services, seeking to emphasize their exclusivity and originality. This font can be found on signs advertising legal and consulting services. Using this style of lettering emphasizes the reliability of broadcast information and inspires confidence in customers.
Stylized Decorative Font
This type of font reminds me of the outlines of the Gothic-style inscriptions. It is advisable to use it only if it is appropriate. This type of font is not suitable for advertising signs, such as children’s centers or hair salons. Winning will look stylized inscription on the sign of thematic bars.
Perception Nuances Of The Font On The Logo
Only 6% of international brand logos use an icon. 56% of logo creators use text and image together, and the remaining 37% opt for lettering. It is proved that companies often choose text as the main element of a brand mark. Selecting a suitable typeface is critical to the continued success of an organization. One should try to convey to customers the essence of the brand and the distinctive features of the products it sells.
Logos in which the text is arranged in a circle or square form a general impression of the company as a reliable and confident organization. If an ellipse is represented in these figures, the brand sign will be associated with creativity. Text in an inverted triangle is perceived as a call to action. If the company’s name is located diagonally, the logo evokes the idea that the organization has speed advantages and confident impetuosity.
In more than 60% of logo designs, a sans serif font style is used. The most common and the best font to understand is Helvetica. It is found in 21% of the logos created. This writing style was used in the brand mark of popular organizations Saint Laurent, HBA, Comme des Garsons, Colette.
Recommendations On Font Choice
A bold, large font is perfect for street advertising because it is well recognized against the background of any color and is perceived by people quickly enough. Should take into account the distance at which to place the logo. If it is equal to about 5 meters, the letters used in writing the text, it is desirable to choose a height of over 5 cm.
One advertising banner is desirable to apply no more than three different font styles not to complicate the perception of people’s readable information.
The text should not be written solely in capital letters, as it is difficult to read. If the background is bright, you should avoid using ornate letters.
Graduated fonts are suitable for printed advertising materials because, in this case, each letter is perceived separately.
Changing the length of the line allows you to control the speed of reading, so to improve the quality of the delivery of information is recommended to consider the gaps between the letters and lines.