Choosing Your Brand Fonts

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Different font styles elicit different emotions. Make sure that you are using the right typeface and font style for your brand! Try these tips to choose the best font for your business.

As they say, the devil is in the detail. If you know a thing or two about effective branding, you know that design elements could elicit a feeling, an emotion. And yes, that covers the typeface and font style too. What most people don't know is that our brain is hardwired to search and interpret patterns. The human brain is designed to consume media and data non-stop. Our brain is constantly processing information, even when we're asleep.

Because we are designed to search for patterns, we build associations with certain patterns over time. This is the foundation of an effective brand, connecting to people on a deeper level to elicit the desired emotion. Once you tapped into the human psyche, you can develop an unforgettable brand. Through your typeface and font style, you can do just that!

 

Typeface and Font Explained

A typeface refers to the design of a selection of text. It is the appearance of the text. It can be bold, semi-bold, or italic. On the other hand, a font is a file that you'll download. Every font has a different personality, each one attracts a certain group of people. Choose a font that best reflects the personality of your brand. 

 

The 4 Different Types of Font

There are 4 different types of fonts to choose from. These are:

• Serif
• Sans-Serif
• Script
• Display

 

Serif: Small font strokes are called serifs so the serif font is known for the little vertical and horizontal lines at the end of each letter or character. This font is quite old, it's widely used by stonemasons in the 1700s. Most people associate serif with a very traditional brand. If you see your business being the way it is for a long, long time, this is a great font to use. It's the perfect font to use if you want to gain people's trust and/or establish credibility.

 

Sans Serif: The word “sans” is the French word for without. So Sans Serif is the literal translation of without serif, the small flourishes that are associated with serif. Essentially, sans serif is a typeface without extra strokes. This font is perfect for a brand that wants to project a fresh, contemporary image. Straightforward and practical, Sans Serif is all about getting ahead of the curve.

 

Script: This font is similar to a handwritten text. It features a cursive style as if the text has been created by hand. The effect of this font style will vary, sometimes it's feminine when done with thin lines or bold and eye-catching, like graffiti. The script font is meant to make an impact but it should only be used sparingly so the design elements won't look cluttered.

 

Display: The display font attracts the eye so it is often used as a heading. It's used sparingly because reading in display font can be taxing in high volumes. If you want to build a brand that goes with the current trend, this is a great font to use. It's contemporary although it's not associated with a long staying power. 

 

Mixing and Matching Different Fonts

Mixing and matching different fonts is a great way to create a compelling text. But! Not all font styles go together. Be sure none of your fonts are clashing by trying these tips:

 

Serif + Sans Serif

Both font styles evoke feelings of trustworthiness, professionalism, and confidence. Use these font styles together if you want to create a trustworthy brand that will stay for years to come. 

 

Script + Serif

This is a great combination if you're selling a product or a service that's associated with femininity. The combination evokes softness, femininity, and luxury because of the way the script and serif's small strokes.

 

Serif + Display

These combinations are associated with masculinity. Bold, eye-catching, and confident, the Serif/Sans Serif + Display fonts attract a lot of attention. They project a fresh, outgoing – and sometimes, loud – personality.

 

Sans Serif + Display

A lovely combination to use if you want to project an easy-breezy, fresh personality for your brand. The bold heading and the subtle flourishes of sans serif come across as youthful, trendy, and lighthearted.

 

The right typeface and font style will set the tone of your brand. Don’t be afraid to experiment with different typefaces and font styles until you find the combination that suits your brand.

 

 

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