How to let fonts speak for your brand?
Font Psychology – Therapy Session II
Typography plays a huge role in graphic design. By integrating the right kind of fonts into your design you can create hierarchy and contrast to lead the eye of your reader. If you missed the post about Typography Rules, just click right here. When we look very close at the fonts we use, we can detect unique traits in their style that send a message to the reader. In part I of Font Psychology we looked at Typeface classifications and what they can tell about your brand. Today we will analyze the character traits of font styles and how you can use these traits to incorporate your brand message into your designs.
What is a font style?
A typeface e.g. Arial is also called a font family. Each family consists of 1 or more members, called fonts. And each of these members has a different weight or style. By this style, we can distinguish each member of the family. Just like in a normal family like yours. Arial is a huge family in which we find many styles like bold, italic, narrow, and rounded.
How to make use of font styles?
Before you start choosing fonts for your design, you have to answer two questions: How are you and who are you talking to? To know the character traits of your business and its values is the first step to creating a successful brand. Taking a look at your ideal customer, who they are and what their needs are, will further define the voice of your brand and the message you want to send. This is the foundation of a solid brand and will make it easy not only to choose fonts but also colors and other styling elements you want to include in your branding.
What is your font style?
Think about your business as a person. Who is this person and which character traits does this person have? Try to come up with three traits and see if you can find these traits in the font styles below.