Tech Hacks

What the font? The psychology behind typeface

We love this infographic put together by the folks at Crazy Egg. Let’s look at what different fonts mean and how to use them within your website design and marketing. One of our favorite places to spend time researching is at Google Fonts. Like a supermarket of free fonts, they have almost 1,000 different ones to choose from. They break type into 5 categories:

  • Serif
  • San Serif
  • Display
  • Handwriting
  • Monospace

That’s nice, but what does it all mean? Different fonts and typeface invoke different thoughts, feelings, and behaviors from your audience. Some seem “stable”, others feel “retro”, some show “elegance” and others convey “authority”. Each font has a unique personality and ideal uses. Successful messaging leads your viewer through your thoughts and feelings around your brand. Here’s a guide to the psychology behind typeface:

SERIF – Serif is the small line attached to the ends of a letter/ symbol and the most traditional of font categories.

Messaging: Reliable, Traditional, Respectable, Trust, Formal
Use: General website text, business forms, logos
Industries: Financial, Legal, Insurance, Banking, Government
Font Examples: Times New Roman, Baskerville, Garamond, Georgia

SANS SERIF – San Serif is a cleaner, more modern font, lacking (sans) the traditional strokes found on the end of Serif type.

Messaging: Clean, Modern, Objective, Stable
Use: General website text, logos, titles, small print
Industries: Tech, Startups, Media Agencies
Font Examples: Helvetica, Verdana, Gill Sans, Futura, Calibri