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[Infographic] Font Psychology: How To Choose The Right Typeface For Your Brand

Font Psychology, The Right Typeface For Your Brand, spacing between characters, brand image, typeface and font

This article and infographic were originally published at MicroCreatives. It is being republished here with the publisher’s permission through syndication.

When creating your brand identity, use elements that are distinct to your brand for that snappy recall. People associate emotions with certain colors and they have a similar response to typefaces.

What’s the difference between typeface and font? The typeface is the term used to refer to the design. It is the shape and style of the letters. For example, Arial is a typeface and is under one of the most common typeface categories, sans serif. Font, on the other hand, is a collection of letters, numbers, and symbols in different weights and sizes. As summarized by Norbert Florendo, “font is what you use, and typeface is what you see.” For example, Arial is a typeface, while Arial Narrow, Arial Bold, and Arial Italic make up the Arial font family. Knowing the difference is important to prevent miscommunication with the designer, especially if you plan to outsource your branding and identity development.

Research has proven that consumers subconsciously evaluate typefaces; they attribute notable features to a personality. Hence, understanding typefaces can help you pick the styling that suits your brand. Features such as sizing of text, the thickness of a stroke, and spacing between characters matter. For instance, when you see a gym logo that uses the big, bold font, you feel strength in its thickness and a sense of urgency in its stiffness. It seems to fit right into its persona of big, buff and disciplined. But that isn’t always the case. If you see a convenience store that used a soft, cursive font, it might not make sense for a persona that should exhibit ease.

Always consider the context of your brand. What message are you trying to communicate? Does the typeface you’ve chosen convey the kind of persona you want to evoke? Having the right choice of font tells your audience who your brand is and what you have to offer.

Given the many ways a person can perceive typefaces, it can be overwhelming to have to choose the right one for your brand. With so many typefaces already existing, it can be challenging to narrow down what might and might not work. To make this an easier process, you can start with identifying your brand’s personality. This will serve as a point of reference you can keep going back to if you’re ever on the fence for decision-making.


Connect your purpose to your brand’s image. Identify who your brand is. What is your mission or purpose as a brand and what message do you want to send? Once you establish this along with your brand personality, you can move on to recognizing who you want to be talking to and what message you want to relay. Having a solid perspective of your brand will bring your brand closer to identifying your image.


Flesh out your brand personality with a visual representation. If your brand is leaning more towards a stronger and formal presence, match it with the appropriate typefaces such as serif and sans serif, and light or bold weight. Consider the complexity of your image as well. Do you want to look simple with a slim, sleek typeface or lavish with a flourishing script?

You can also take the risk and explore combining different typefaces to build a more unique look. Put two similar fonts together for a uniformly polished look or mix contrasting fonts to create a visual hierarchy. If you want to be daring, take it a step further with customized typefaces that are sure to stand out.


Whatever typeface you decide on, it’s important to remember that font and typeface play a significant role in your brand’s image. It can easily represent who you are and can make or break how your audience perceives you. Simple things like the thickness or thinness of a stroke, spacing between characters, and text sizing can prompt a series of associated meanings to a person who views your brand.

If you’d like more expert advice for your brand, contact MicroCreatives now!

More on this topic: Top 2019 UI and UX Design Trends

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