Emotions that fonts evoke

Choosing the right typeface for a specific printed product can be very difficult. At the same time, we often rely only on our tastes, underestimating the influence of fonts on the reader. Each headset can evoke certain emotions, such as nostalgia or joy. A simple example of Comic Sans is one that is frowned upon by designers, but is often used because it evokes a fun emotion that is hard to resist - which is exactly how it was intended. If you want to choose a font that will help build rapport with your audience, it's worth studying a little psychology of fonts.

How the reader perceives the font

Look closely at the Walt Disney logo. It is well recognizable and looking at it, we immediately understand what the company does. But try asking children to identify individual letters and you'll run into a problem. The first letter looks especially unclear - either “D” or “G.” This emphasizes the fact that we perceive any inscription as a whole, without dividing it into fragments and without analyzing the appearance of these fragments. The font may not be very readable, but the logo is perfectly memorable due to the emotions it evokes

Individuality through the font

Building an emotional relationship through font in printed materials is possible only through a logo, headings and subheadings. For regular text, readability is important. And in this case it can be neglected. To better understand which fonts to use, let's look at a few examples.

• Serif. Associated with tradition, respect and stability. A logo created in such a font will evoke a feeling of reliability and respectability. The audience will feel comfort and trust.

• Sans serif. Simple, direct, practical. This fits perfectly into a minimalist style and looks very modern. Both fonts are often used in digital design.

• Script. Feminine and fashionable. Like any handwritten style font, it looks very elegant. Texts with such fonts are perceived as more personal and creative.

• Display. Unconventional and friendly. The font looks good when it is large (14 points or more). Excellent at attracting an audience, “loud” and catchy.

• Modern. Current and progressive. Aimed at a youth audience.
• Decorative. Funny and original, made in a casual style. Well suited for entertaining literature and creating an informal atmosphere. This font also looks great on logos

Familiar fonts build trust

When choosing a font, you should understand that the more familiar your audience is with the typeface, the more they will be able to trust you and the message you are trying to convey. That's why, with so many options, many designers prefer the good old classics like Helvetica. If you choose something too original, you can go overboard and alienate readers.

At the same time, this does not mean that all designs should be like two peas in a pod. You can choose an original typeface, but a little similar to the one familiar to the audience: it is not necessary to choose Helvetica, there are many fonts that were created based on it.

It is also worth remembering that the choice of font (especially for a logo) is this is serious and for a long time, it will be associated with the brand for a long time.

Fonts affect various senses

You may not fully realize it, but headsets have more than just visual effects. They can also evoke associations with certain smells and tastes. There are studies that say that complex ornate fonts, for example, are great for restaurant menus - people think that the dishes on the menu taste better.

In general, no matter how many guidelines there are, there is no perfect recipe. There is no font that will always suit everyone. It is necessary to study each specific situation, try and analyze the result. Before you finally send the product to print, try to conduct a survey and find out exactly how the text is perceived, and whether this perception coincides with your idea.