Font Psychology is a powerful thing, your font choice evokes specific emotions and can change the way your brand (or any design) is viewed by your audience.
In a nutshell, font psychology is the study of how different fonts impact thoughts, feelings, and behaviours.
Heres an example, using an elegant script font is going to give a very different feel than if you were to use a basic block font. So... let's talk types of fonts.
Serif's are those delicate little points that extend from the end of the character terminals. These fonts are the classics (old school), often used in print or trusted, traditional brands and industries such as: law firms, financial companies and consultants.
Just as the name suggests, sans-serif typefaces are without serifs, the sophisticated cousin (more up to date). Sans serif fonts are a great fit for any brand who wants to be viewed as innovative, bold, and sophisticated, including: tech companies, fashion brands.
SERIF - JP Morgan Chase & Co is a global leader in financial services offering solutions to the world's most important corporations, governments and institutions.
SAN SERIF - Chanel is a French luxury fashion house that focuses on women's high fashion and ready-to-wear clothes, luxury goods and accessories.
Script fonts are generally a lot fancier than their serif counterparts. Thanks to their hand-written nature they tend to provoke ideas of femininity, elegance, creativity and also give a more personal touch. Perfect used in brands and designs for: Beauty and fashion, children's focused, food and beverage.
DISPLAY & DECORATIVE
Display and decorative fonts are exactly that. These are unique, and sometimes customised typefaces that are far removed from the norm, and used most frequently in logos. Given the chance to add personality means decorative or display fonts can be ideal for almost any brand or design.
Now let's use font psychology to our advantage when designing and creating.