Introduction

Typography is not just about selecting attractive letters for the design. The psychology of typography plays an integral role in the way consumers perceive the brand, make purchase decisions, and nurture an emotional connection with the business. Basically, the psychology of typography is the study of how different fonts, typefaces, and text arrangements have a direct impact on consumers’ emotions, behaviour, and decision-making power. In this, you will learn the power of typography, the role of typography, and its emotional impact on brand personality.

Power of typography

Typography is considered the cornerstone of brand identity and brand equity that influences readability, emotional resonance, and trust. A study shows 94% of first impressions of a brand or website are related to its design, with typography leading it. Even if the font is giving a wrong impression of the brand or line and character spacing makes everything seem unable to be read, typography design will solve all your issues by shaping perception, influencing decision-making, and elevating your brand’s voice.

Role of typography 

For a second, just imagine typography as a visual manifestation of your brand’s tone and personality. The reason why someone chooses your brand is when your brand’s voice feels powerful, soothing, and reassuring to them. A font can be the perfect visual manifestation of how a brand’s voice sounds. Choosing the right visual voice can make your brand's voice speak before you. Use of consistent typography helps to build brand recognition. Even if the brand’s name was switched out, we can also easily pick our favourite brand’s font. One of the easiest ways to be consistent is by establishing a proper type hierarchy structure, where H1. H2 and H3, body copy, callouts, and other textual features are used consistently. This will help your readers know what you want to convey. Through consistency, you can build predictability.

Emotional impact

Your font choice can affect the brand’s credibility with your target audience. If you use a casual font, your audience does not take you seriously, and when you use a serious font, your audience doesn't find you reachable. Different font families evoke different feelings and emotions, like Times New Roman, which is mostly associated with trust, tradition, and reliability. Helvetica conveys modernity, simplicity, and clarity. Script fonts are known for elegance and creativity.

Conclusion

We can't say that typography is only about aesthetics, but it dives deeper into the communication, emotions, and connections. Selecting the right font can help you establish your brand’s voice. Each font is unique in its own way; it can evoke your emotions and set the mood. A reliable typography gives your brand an exceptional voice that speaks directly to your audience. But choosing the wrong typography can end up losing your brand identity. If you want to enhance your brand personality, get in touch with the amazing platform Web Creators Hub that will groom your brand’s personality and identity and make your brand stronger.