The Psychology of Fonts

Did you know that there is a lot psychology behind the appearance of words? Even if you write the best copy in the world, people won’t be interested in reading it if the typography is off. 

So how do you know what kind of font to use? First, you need to learn how they differ from one another:

Serif and Sans Serif

Every font in the world is either serif or sans serif. The serif fonts are those that include tails at the bottoms and tops of letters; sans serif fonts lack these tails. Sans serif is the most commonly used font on websites.

Simple Fonts Verses Fancy Fonts

While fancy fonts do look nicer, they’re not necessarily more readable.  Research shows that simple fonts are easier to read and digest than the fancy ones. In a study, two groups of students were instructed to read a recipe for a Japanese roll; one group received a set of instructions printed in Arial 12 point (an easy to read font) and the other received instructions in Mistral 12 point (a difficult to read font). Both groups were required to report the estimated time needed to prepare the dish and their willingness to do so.

Participants predicted that “preparing the recipe would require less time when the font was easy to read than when the font was difficult to read. Moreover, they reported a higher willingness to prepare the recipe themselves when the font was easy to read.”

Here is an overview of some of the most popular font families and their psychological effects on readers:

Some fonts in this family, such as Egyptian or Slab Serif, are known for their simplicity. Heavier or bolded versions of these fonts can convey a sense of authority. Courier often carries an urban, yet nostalgic feel, since it’s reminiscent of the old typography used in vintage newspapers.

Comic Sans is an informal, almost childish font. It suggests that the writer is trying to gain attention. Of course, this isn’t necessarily a bad thing. Companies that wish to appear friendly and approachable will choose fonts that mimic ordinary handwriting. The downside to using a font such as Comic Sans is that customers might wonder whether the company is being genuine or insincere.

These fonts are inspired by human handwriting. They are modern and friendly. Fonts such as Verdana and Optima can be used when the writer wants to speak to the reader in a friendly, casual way.

Fonts to Use for Your Site or Blog

A rule of thumb is that Sans Serif fonts are ideal for the majority of websites. Since computer monitors cannot offer a resolution as clear as seen in paper, Serif fonts can make long bodies of text appear blurred.

For articles and how-to guides, use the following fonts:

·       Geneva

·       Arial

·       Lucinda Sans

·       Helvetica

·       Verdana

·       Trebuchet

Fonts to Use in Print or Online Ads

Serif fonts are ideal for print or advertisements. On print friendly pages on your website, use the following fonts:

·       New York

·       Times New Roman

·       Garamond

·       Georgia

When to Use Monospace Fonts

A monospace font is a font whose letters and numbers all have the same horizontal width. Monospace fonts can be used to give examples, provide instructions, or imply typewritten text.

When you want to provide instructions or give your readers examples, use the following fonts:

·       Courier

·       Courier New

·       Monaco

·       Lucinda Console

When to Use Fancy Fonts

Just because simple fonts are more readable doesn’t mean they are always preferred to fancy fonts. During another study, two groups of people were given a menu. The first group was given a menu with simple typography and the second was given a menu with fancy typography. Both menus were exactly the same, except for the font differences.

The second group ended up showing more enthusiasm for the food. Why? They assumed that the chef preparing the food had more skill.

This means that fancy fonts are very useful when it comes to selling products.

Alignment and Contrast

There is one mistake that you never want to make, and that’s to make the typography small and hard to read. In any text, from a brochure to a blog, there needs to be good contrast and alignment. Also, regardless of which font you choose do not use colors that will hurt the eyes.

Using More Than One Font

There’s no rule that says you have to use one font. You can use more than one in order to strengthen the aesthetics of your newsletter or website. Two fonts that are different, yet complementary, can create an interesting interplay on your webpage.

On the other hand, if the two fonts contrast too much they might make the page appear messy. Try choosing a Serif font and a Sans Serif font that are fairly similar, despite the difference in the Serifs.

Now that you have a better understanding of the psychology of fonts, you will be able to create a more compelling website, blog, newsletter or instruction manual! Good luck!