Font Psychology: Understand the Fundamentals

Font Psychology
Written By Editor
Designing & Creativity | 5 Min Read

In an era where people are lurked and attracted using various digitally unique elements that evoke specific emotions, fonts & typography is very fundamental to the design world. Every day, we are introduced to millions of fonts, from the news we read to the advertisements we pass on our way to work. However, fonts, as a design element, are often overlooked but they can have a huge impact on the audience’s emotional response to the designs.

Font psychology is a powerful thing. Fonts, like other design elements, have an impact on how users interpret text, products, and even entire websites. The fonts you use in your designs can have a significant impact on how your audience perceives your work and the emotions it evokes can create a sense of connection. This sense of connection between the brand and the viewer is really important and can create a lot of difference.
But what is font psychology, exactly? What makes it so crucial? And how can you use typeface psychology to influence how people feel about your designs?

What is Font Psychology?

Font psychology is essentially your visual and emotional reaction to the font in front of you or your screen. According to Albert Mehrabian’s Rule of Personal Communication, 93 per cent of personal connection is non-verbal, which means ideas and beliefs must be communicated in the most straightforward manner possible, i.e. written. Our ideas, feelings, and behaviours are influenced in different ways depending on what we’re looking at. For an exceptional and perfect design, colours, shapes, and even fonts must all work together and relate to one another in a harmonic manner, while showcasing the company’s unique characteristics.

The Kolenda Font Model is a psychological hypothesis that attempts to explain how other people perceive and reacts to a font. It’s a step-by-step guide that breaks down how we think about fonts and what we connect with them. When someone sees a font, they immediately associate it with a characteristic. For example, if a fitness company that promotes strength has a bold font, people will associate that font with thick, bulky, and heavy items. The fitness brand will subsequently be associated and viewed with this perception.


In its most basic form, typography is the skill of arranging letters and words in such an aesthetic and attractive manner to create a copy that is readable, clear, and visually appealing to the reader. Typography is the study of font style, look, and structure with the goal of eliciting specific emotions and communicating specific messages. In a nutshell, typography is what makes the text come to life. It is the art of constructing a message in an aesthetically beautiful manner. Whatever you want to convey, could be told using a particular typeface as per your requirements.

Why Should You Use Font Psychology?

Font psychology has the ability to influence your decisions and ambitions. When you understand how people react to fonts, you gain control over how your design and business are regarded by the individuals you want to reach. The skill of selecting fonts that will inspire and empower your message, allowing you to achieve the goals you set out to achieve, is one of the most important tools in the design toolkit. If you’re planning a flash sale, the correct signage fonts will encourage customers to buy the product or service. Customers are more likely to participate and engage with your content if you use the right font combination for social media posts. People will be thrilled to engage with you and buy from you if you can create these sensations of enthusiasm, trust, and anticipation.

In simple words, Font psychology allows you to make the right font choices and stops you from choosing the wrong font for the design.

What are the Types of Font?

There are six font styles to choose from, each with its own set of traits ranging from dignified heritage to brazen confidence. Let’s look at each font type to see how and what they communicate in different ways.

Serif Fonts

At some point in our lives, we’ve all used a serif font. They are regarded as one of the most classic fonts available. They’re frequently used to achieve a classic, traditional, and steady look. This font is ideal for established companies and enterprises who wish to convey a sense of trust and legitimacy. Example – Times New Roman, Georgia, and Garamond are amongst the most popular choices.

Slab serif fonts

This font is very similar to a serif font, just a little bolder and fierce. Although the two groups appear to be identical, slab serif fonts have a squared-off serif, giving them a chunkier appearance. They retain the same inheritance of tradition, but they are much bolder, and different.

Slab serif fonts are ideal for companies that want to make a statement and leave a lasting impression. Slab serif typefaces, when combined with new innovation and intuitive products, can help to portray that excitement. Courier, Rockwell, and Museo are all popular slab serif fonts.

San serif fonts

Sans serif fonts are both modest and engaging since they are clean, crisp, and modern. These typefaces are simple and clear, yet they also have a progressive and open vibe about them. San serif employs a straightforward but effective approach. Fonts used by IT organizations and brands that consider themselves to be forward-thinking and modern often have this clean and straightforward aesthetic. Arial, Century Gothic, and Helvetica as classic examples of this font.

Script fonts

Script font exudes softness and elegance with a feeling of femininity, and the handwritten element inspires creativity. They’re lighthearted and romantic, emulating handwriting and doodling. Script fonts are rich in both emotion and history and inspire creative ideas. They’re a great fit for visual companies, but because of their artistic character, they should only be used selectively and with discretion, as too much use can make text unreadable. Some good examples of this font are – Lucida Script, Lobster, and Zapfino.

Modern Fonts

Modern fonts are styles that are, well, trendy, contemporary, new, and distinct from other fonts. Each of these fonts evokes a sense of exclusivity and intelligence. It’s a terrific approach to introduce your brand by displaying it in a modern font, which will especially appeal to the millennial population. To put this psychology into effect, check out Matchbook, Politica, and Klavika.

Display Font

Display fonts are frequently used in large-format media such as billboards, headings, and book covers. They come in a variety of styles, including serif, slab serif, and sans serif. There can be a graphical element to these fonts, albeit these are employed mainly for eye-catching headlines. Display font has an impact on how your audience perceives the idea of your brand. Display fonts, in general, have a more informal, entertaining, or unusual look and feel. The ability to customize a font to fit your personality is the largest benefit, which is ideal for any type of business. Bombing, Gigi, and Jokerman are all examples of this.


It’s time to put your newfound knowledge of font psychology into practice. The ideal font will complement the brand identity you want to develop for your customers. When you’re developing your designs, you attempt to bring out the best in every element, including your fonts. And now that you know how to leverage font psychology to make a more impactful design, all you have to do is get out there, pick your fonts, and start designing!

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