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FONT PSYCHOLOGY 101: CREATING EMOTION WITH FONTS

1| WHAT IS FONT?

First thing first: what is a font, anyway? You might get some different answers here depending on who you
ask, but basically, a font is a particular size, weight, and style of a typeface.

You can think of the font definition as what specific characters, numbers, and words look like!

But we know what you’re thinking…

What’s the Difference Between a Font and a

Typeface?

A lot of times, the words “font” and “typeface” are used

interchangeably — but there is a slight difference.

A typeface (also called a “font family”) is a general

style and look of characters, while a font is a specific
variation of that typeface.

Take Times New Roman for example! Times New

Roman is a typeface. Times New Roman Italic and
Times New Roman Bold are both fonts within that
typeface!

“Font” is a style definition often used as shorthand for

both of these, but knowing the difference – especially
when chatting with designers – can’t hurt!

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2 | THE 4 DIFFERENT TYPES OF FONT STYLES

There are thousands of fonts and typefaces existing in the world, and creatives and brands are adding to
that number every day!

Every small variation could be considered a new, original font.

To help narrow down and sort through the list, there are four basic categories that fonts will typically fall into:

 Serif fonts

 Sans serif fonts

 Script fonts

 Display fonts

Note that there are additional categories, such as Slab Serifs, but knowing these four basics will give you a
starting point to recognize the characteristics of each and make informed decisions in your design.

Let’s talk about them more below!

Serif Fonts

A serif is a small line (or stroke) attached to the

main shape of a character. These may
look like “little feet” in the following
locations:

At the bottom of the letter A or R

Short horizontal lines on top of an H or U

A small curl extending beyond the vertical line

of a D or B.

Any font that has these fancy appendages is a

serif font. The line widths of serif letters may
vary stylistically too! For example, the line of a
serif font O might be wider on the sides and
narrower on the top.

And a serif font might have lines of very

different widths.

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Sans Serif Fonts

“Sans” is the French word for “without.” So a

sans serif font is anything “without serif,
meaning it lacks the extending features
of its serif counterparts.

No feet, no little strokes, no extensions. Sans

serif fonts also generally have more consistent
stroke sizes throughout each individual
character.

Script Fonts

A script font is what it sounds like: one that

looks more like handwriting.

It could be actual cursive-style lettering,

calligraphy, or it may simply be characterized
by curved, rounded, slanted, or connecting
letters.

Whether intricate or casual, script fonts will

usually stand out as more unique and
obviously personalized than a serif or sans
serif font.

Display Fonts

Display fonts come in all shapes and sizes,

AND can be any of the types listed above.
For example, “Vintage Dreams” is a
script font, as well as a display font.

Rather than any specific attributes, a display

font is instead defined by its purpose: an
attention-grabbing header or standalone
statement text.

It is designed to be used in this context — and

is almost always inappropriate for use in

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smaller paragraphs or longer pieces of copy.

For this reason, display fonts should be used

sparingly and for impact!

Fonts That Evoke Emotion

Just like color palettes and shapes, fonts can evoke very different emotions.

This is how they give you so much power and control over your messaging!

Coca-Cola prints context clues like “original taste” and “since 1886” on their packaging, but that sentiment is
really driven home by its traditional script logo steeped in heritage.

Nike’s bold sans serif logo, on the

other hand, is a sleek, powerful, clean
silhouette that showcases an idealized
depiction of the modern athlete’s
mentality.

Not only can the type of font being

used help reinforce a brand, but the
emotional reaction it creates can
inspire action and deepen loyalty. And
this is all done at the subconscious
level!

The bottom line is that — when used

properly — emotional fonts can help
marketers achieve their goals.

2 | PSYCHOLOGY OF FONTS

Psychology of Serif Fonts

When looking at the psychology of fonts, serif

fonts like those seen in the New York
Times can instantly create a feeling of
formality, reliability, and authority. They
tend to be warm, welcoming,
respectable, mature, glamorous, or
luxurious.

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Serif fonts often evoke these emotions:
stable, formal, traditional, authoritative, respectable, sophisticated, classic, expensive

Logo examples:
Tiffany, Sony, Mercedes-Benz, Gap

The Psychology of Sans Serif Fonts

Staple sans serif fonts like Helvetica and

Arial have become something of a
visual default.

Fonts like Impact are also seen frequently on

social media graphics. This means they can
stand out less — but they can also be bold,
modern, and straightforward in a way other
options cannot.

In fact, that’s what makes sans serif such a

versatile option. They can stand out when
needed or blend into the design unobtrusively.

Sans serif fonts often evoke these

emotions:
simple, straightforward, chic, modern, clean,
minimal, versatile

Logo examples:
Nike, Google, McDonald’s, FedEx

The Psychology of Script Fonts

When we think of fonts that evoke emotion,

we are often drawn to script fonts.

They can conjure up a wide range of

sentiments, and they tend to be more
memorable in a world where sans serif fonts
seem to dominate.

Whether you are looking for something casual,

elegant, unique, or formal, script fonts can be
very effective.

Script fonts often evoke these emotions:

feminine, creative, personal, delicate, relaxed,
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artistic, sentimental, romantic

Logo examples:
Coca-Cola, Kellogg’s, Ford, Budweiser

The Psychology of Fonts Used for Display

Display fonts are all about attention. They differ

greatly and really only have one thing in
common: they are superstars — not
background singers.

They shouldn’t be used often, and should never

appear in body copy. But when they are used
well, they accomplish a very specific objective to
catch eyes and draw people in.

Display fonts often evoke these emotions:

quirky, friendly, unique, expressive, trendy,
exciting, fun

Putting It All Together: What’s That Font?

Words are never just words. Even beyond what they say, they carry a message.

The meaning of the words are one thing. The way the look — and the emotions that style evokes — can be
something else all together!

For most brands and most top marketers, the goal is aligning all this into one powerful package.

Some of this is art. Some of it is science and, more specifically, psychology. If you can learn all the nuances
and how subtle messages are transmitted to your audience, you will be able to tap into this whole new way
of thinking.

You really can create emotion with something as simple as a font! And your campaigns and messaging will
only become that much stronger.

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