Psychology of Fonts

 Anthropomorphism: The impulse to apply human characteristics to nonhuman things

The appearance of titles, headings, paragraphs, and other forms of text is crucial in controlling memorability brand perception as the human mind immediately correlates the font of that text to an emotion or idea. 




Serif: Intelligence, Formality, Heritage, Steadiness

The thin stem and serif of the serif typeface brings forth a sense of firm tradition. Serif is commonly used in law firms, banks, and literature so when it is seen in other settings, the human mind immediately connects it to intellect, formality, and dependability. When the serif typeface is used, reliability is rarely questioned. 



Slab-serif: Strength, Authoritative, Masculinity 

Definite and assertive, slab-serif swaps the elegance of serif for a striking stroke. Car manufacturers utilize the idea of power and masculinity by using this typeface, as the assertiveness of the typeface lures consumers into believing they must investigate the company using it. When used inappropriately, people may view this typeface as arrogant and aggressive, so it is not commonly used among non-production companies. 



Sans-serif: Forward Thinking, Casual, Inviting

Widely popularized in the 20th century, this typeface moves away from traditional serif fonts by removing the serifs at the top and bottom of each letter. Sans-serif fonts employ emotional vulnerability and are therefore commonly used on flyers and posters to evoke sentiment toward a cause. Modernity is expressed through this typeface as brands and social media websites try to appear progressive and appear to younger audiences. Other brands such as Netflix, Jeep, Google, and Target also wield this font in their logos so that they may look advanced and fascinating. The friendly nature of this typeface favors this among businesses so that they may bring in more customers. 



Modern Sans-serif: Sophisticated, Fashionable, Innovative 

Design focused businesses love this font as it creates a lofty, open appearance. Stylish minimalism is evoked through this typeface as it lack serifs on the top and bottom of each letter, similar to sans-serif fonts. Some modern sans-serif fonts have extremely rounded letters making them seem childish and playful. This makes them a favorite among children's brands and travel companies attempting to bring youthful joy into adults. 



Scripts: Inventive, Naive, Lighthearted or Passionate

Child-like characteristics and formality can both be expressed thought this typeface depending on when and how it is used. Script fonts sometimes imitate traditional cursive handwriting styles which makes them seem romantic and high-end. Sophisticated fashion labels and restaurants make use of this font to demonstrate their luxury.  On the other hand, script fonts may also emulate modern handwriting and scribbles. This gives the typeface is  bohemian and eccentric reputation. The lightheartedness expressed thought this font makes it a rare sighting in solemn settings, like funerals. The bright innocence of this typeface associates it with children's products like toys or candy. Coca-Cola has utilized this font since the 19050's, and has kept the nostalgic font into the present to preserve the retro personality. 



Display: Fresh, Original, Versatile

This typeface is for all fonts that don't quite fit inside a specific label. Powerful, high-strong personalities are expressed in this typeface, without the macho masculinity of slab-serif fonts. As the name describes, display fonts are best used in titles, headings, or in other eye-catching situations. Uniqueness and individuality makes this typeface favored among brands looking to appear different than their competition. Memorability also makes this font popular among brands looking to be unmistakable. 




Font Choices in My Magazine:

In fashion, there is a widespread split between the use of modern sans-serif fonts and serif fonts. Modern sans-serif fonts portray modernity and simpleness while serif fonts show delicate elegance. In my magazine I will be using the serif font to demonstrate high class grace and dignity. 

 


Citations:

https://design.tutsplus.com/articles/the-psychology-of-fonts--cms-34943 









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