What Is Font Psychology?
We all know words have power – but the fonts those words are written in can have just as much. Font psychology is the study of how fonts and typefaces make us feel, and while it may not be something you’ve thought too much about before, it is a huge aspect of design and branding.
Someone might have some understandable scepticism regarding how much choosing the best fonts can really matter. After all, the meanings of words don’t change because of what the letters look like, do they? It’s not like a globally recognised brand could instantly and devastatingly alter how people perceive it, simply by changing the font of a single word, is it?
What is Font Psychology?
Take a look at the below paragraph. Interrogate how you feel as you read it:
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It’s not the most egregious thing in the world, but in both cases it feels… off, right? It’s weird to read the opening paragraph of Moby-Dick in the kind of clean sans serif font you’re used to seeing used for social media posts and Google search results. And similarly, the Laser Quest marketing copy in the serif font just doesn’t look right at all – a complete mismatch of content and style, as though somebody accidentally sent the wrong text to a printer.
That is font psychology. It’s the study of how people react to typographical choices – the thoughts, emotions and behaviours that are elicited by certain font choices.
Types of Fonts
The infamous Comic Sans, for instance, is actually a script font, designed to look like a child’s handwriting. Depending on the nature of the script, a script font can have all sorts of uses. The more fluid and cursive styles tend to be used for wedding invites, luxury brands, posh restaurants and that sort of thing – they communicate sophistication without feeling austere.
The childish styles, meanwhile, are great for anything to do with kids, from toy branding to sweets. They evoke a sense of childlike simplicity, a straightforward and playful way of looking at the world.
Modern
Examples: Ambroise, Bodoni, Walbaum
Associations: style, sophistication, functionality, calm, elegance, poise
Despite the name, modern typefaces have been around for centuries, with their invention credited to French author Firmin Didot in 1784. This is why you’ll also hear them referred to as ‘didones’, though that term was coined much later. Modern typefaces are characterised by pronounced contrast between thick and thin strokes, as well as slim, unbracketed serifs.
A modern typeface isn’t the best for long running copy, but for headers and logos it can be just the thing, conveying the kind of elegance and sophistication that high-fashion brands are always chasing. Open a fashion magazine and you won’t have to flip through many pages before you find an example of a modern typeface.
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Slab-Serif
Examples: Clarendon, Rockwell, Memphis
Associations: strength, boldness, confidence, assertiveness, impact, energy
Slab-serifs, as the name implies, are essentially a spin-off of serifs, though they also owe a great debt to didones. They still retain those distinctive little serif tails, but give them a blocky thickness that is immediately striking and distinctive. Slab-serifs are strong fonts, often used to give something impact or punch, rather than for longform text. A 4,000-word London Review of Books article in a slab-serif would be quite wearing to read, but in smaller doses it’s a font style that’s attention-getting without being tacky or gimmicky.
Automotive brands gravitate towards slab-serifs and the associations of boldness, independence and confidence that come with them. The famous Marlboro cigarettes wordmark is also a slab-serif, and some tech companies use the style too — most notably Sony.
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Looking Forward
Something that’s important to stress about font psychology is that it’s an ongoing, evolving discipline. People in 2025 won’t necessarily respond the same way to a font as they would have in 2015, or 2005. The point is not to trend-chase, but to maintain an awareness of how different styles of font are currently being perceived.
‘I think trying to keep up is futile. Type is culture and changes all the time,’ says Marie Boulanger. ‘Ultimately a custom typeface project is something which has to fulfil a brief for the client. That can mean a lot of things to different people, depending on needs, but also lived experiences and references. There’s no magic recipe!’
Conclusion
Font psychology is a complex and multifaceted field that can greatly impact how we perceive and interact with different brands, products, and services. By understanding the associations and emotions evoked by different font styles, designers and marketers can create more effective and engaging designs that resonate with their target audiences.
FAQs
Q: What is font psychology?
A: Font psychology is the study of how fonts and typefaces make us feel, and how we react to typographical choices.
Q: How can font psychology be applied in design and marketing?
A: Font psychology can be applied by understanding the associations and emotions evoked by different font styles, and using this knowledge to create more effective and engaging designs that resonate with target audiences.
Q: Are font psychology and typography the same thing?
A: No, font psychology is a subset of typography that focuses on the emotional and psychological impact of fonts, while typography is the broader field of study that encompasses the design and use of typefaces.
Q: How does font psychology change over time?
A: Font psychology is an ongoing, evolving discipline that changes as cultural and social trends shift. Designers and marketers must stay aware of these changes to create effective and engaging designs.
