Brands constantly communicate with their audience through various types of content. Effective communication is vital, especially when you are trying to build strong, lasting customer relationships. But did you know that communication is not just about textual and aural messages?
Ninety-three percent of human communication is nonverbal, and this is certainly true for brands, especially when it comes to creating a brand identity. The design of your brand logo alone is already communicating a certain set of ideas to whoever sees it.
Communicating with Fonts
Most people are familiar with color psychology and how it influences people to associate certain emotions, characteristics, and ideas with specific colors. Apart from colors, the use of font also plays a significant role in communicating with your audience.
Some brands use certain font styles and font pairings according to what is “trending,” meaning they choose their fonts based on what is familiar to most people and what is considered visually appealing by the current culture. But companies who have a clear grasp of their brand identity take advantage of font psychology.
The Psychology of Typography
To understand the powerful impact of font psychology, let’s explore a couple of examples.
If you saw a legal office with a Comic Sans logo, it’s easy to be led into the belief that they’re unprofessional and that the business may not be worthy of serious regard. But if you saw the same logo designed in Times New Roman or in a similar traditional font, the association it would trigger is that of credibility or authority.
How people come up with such perceptions can be explained by the Gestalt Theory. According to the Gestalt Theory, humans are naturally wired to find meaning in things even when there is no obvious meaning. The theory also suggests that humans apply either conscious or subconscious methods of organizing different elements into one system instead of just accepting the set of elements as they are.
Using the Gestalt Theory as a basis, the design elements of your branding – the colors, shapes, and the font – need to harmoniously work together to effectively communicate your brand’s identity. Just a single element that is out of place could endanger your brand’s image of authority and credibility.
Choosing the Right Font for the Right Voice
Now the question is which font set should you choose? Well, that depends on the brand identity you are going for.
Take note of how different font styles change the appearance and the impact of your brand. For example, a traditional Serif font will make your brand seem grand and authoritative. A script font feels fancier, more personal, and more creative.
Need help building consistent branding materials? Let XXIIBrands assist you. We take into consideration your company and brand profile when creating your logo and other branding requirements.
We are a full-service branding agency in Dallas with the tools and expertise to execute corporate identity design, web design, and web development that effectively resonates with your target audience.
Get in touch with us today.