What is the psychology of typography

The typography psychology is the study of the different sources typographic and its impact on people’s feelings, thoughts, and behaviors. The emotion, concept or idea that the typography it is totally subjective and psychological.

The font style that we use in an advertising campaign influences the consumption of our potential customers. The typography it is considered an element as important as the images.

Sarah Hyndman, writer of the book “Why Fonts Matter” or in Spanish Why Typography Matters , shows why it is not the same to read an article with the Times New Roman font than to read it with Arial font. The font we use, as well as the way the words appear is important when we convey a message.

“It’s like non-verbal language you can read something in it. As consumers, we can absorb that typeface subliminally, but we collect a great deal of information from the chosen source, ”Hyndman said in a radio interview conducted for the launch of his book.

There are many types of brands. Some inspire us with prestige and confidence. Others, however, are associated with luxurious and ostentatious products. Does it depend only on the logo? No, it also depends on the font used.

In which products is typographic psychology present?

The typographic psychology it is present in all products. However, food products are the most influential in typography.

Some sources are more appetizing than others. This is the case of Coca Cola, for example. In addition to using red for its background, its typeface invites us to consume. Instinctively we associate fonts robust and rounded font with sweet flavors. It does not occur with all foods, it is usually associated with processed foods.

Meaning of each font

  1. Serif. The typography a serif was born when stone blocks were still carved to communicate written messages. Writing in stone was not easy and it was less so that the edges of the letters were straight. For this reason, the ends of serif letters have serifs.

Serif typeface is widely used for reading long texts. Due to the shape of this font, an imaginary line is created that guides the reader’s eye for a more bearable reading. Some examples of typography serif fonts are: Book Antiqua, Courier, Garamond, Times New Roman and Palatino. The Times New Roman font is the one most used in the press. Google uses a serif family.

  • Sans serif. In addition to not having edges in its letters, there is no contrast in its strokes. It gives the feeling of not having been written by a pencil or in any other manual way.

Unlike the serif typeface, they are used for short but large texts. For example, for commercial use such as posters or headlines.

Some of the most popular sans serif fonts are: Arial, Bauhaus, Tahoma, Verdana, or Helvetica.

LinkedIn uses a typography sans serif to convey security.

  • Handwritten or script. Sources typographic that look like calligraphy or written in italics.

They are perfect for signatures or titles. The typography script is associated with elegance, creativity and affection. If used for longer texts, they may disappear and the text may lose legibility.

The first typeface belonging to this family is the Gothic typeface, a copy of the monks’ manuscripts. Examples of this typeface are Gothic, Vivaldi, Edwardian Script, and Brush. The Cadillac firm uses the sophisticated handwritten typeface.

  • Decorative or fantasy. Different from all the others.

They were created for a specific purpose: to attract attention. This purpose is more important than the readability of the typography . Some of its best known fonts are Stencil, Art Nouveau, Pop Art or Grune. Disney chose to use fancy typeface for its brand. It totally shows the Disney personality.

How do I choose the perfect font for my brand?

Decide the typography of our brand is key to transmitting the values and personality of our company.

  1. Find a readable typeface
  2. Choose one font with which you feel identified your brand. It will be necessary to review several to find the one indicated.
  3. It must be clear and simple.
  4. It must be creative.
  5. Your t typography it must have space between its characters. If not, it will negatively influence our consumers. A balance point must be found between empty and filled spaces.
  6. Must invite purchase.
  7. It must be visually appealing.
  8. Think about the message you want to convey, not the typeface.

Typography Anatomy

The typography it also has a body. Body parts typographic they do not have a universal name. A series of terms are used that are similar to the parts of our body. Some of these terms are as follows:

  1. Apex. Top of the letter, where two antlers meet.
  2. Apofige. Link the vertical pole with the finials. It is a small curved line.
  3. Pole. This feature will define the essential shape of the letter.
  4. Profile, steak or bar. It is a horizontal line. This line is between vertical, horizontal, or curved.
  5. Tail. It is the lower prolongation that some features have.
Apex
Apofige.
Pole
Profile
Tail

If you want to know more about the anatomy of typography, we remind you to visit the blog Types of letters

Benefits of having a good typography

  1. Attractive appearance in front of our consumers
  2. Feeling of confidence
  3. Increase in our income
  4. Integrity. The visual image of our brand will be consistent.
  5. Summarize the basic information of our business

If you want to create your corporate identity and be strong in the market of your sector, at GMOL Solutions we can help you. We have a team of excellent professionals in Digital Marketing. They know what type of typography, colors, and even geometric shapes will appeal to your audience. Don’t wait any longer and start enjoying all the advantages that GMOL Solutions offers you today. Contact us!

Directora de Marketing. Departamento de Marketing Online.

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