If you read our last branding post, you’d see that we very briefly touched on brand voice (visual & verbal tone) as well as font. By now, you know everything needs to be consistent throughout your brand in order to build customer loyalty and long-lasting relationships – so how do these two elements go together?
When it comes down to it, you may think something as small as a font choice isn’t a big deal. You can just open up Microsoft Word and choose one that you think is visually appealing. However, for successful brands, that’s not the case. A lot of research goes into every decision – font psychology and brand voice go hand in hand.
It’s a much bigger decision that you may first think – but don’t worry, this blog post will help you choose a font that’s right for your brand!
What is Brand Voice?
Logos, colours and packaging are all vital parts of your brand, but something that’s often overlooked is brand voice.
Most small business owners emulate their own personality when writing captions or posts on social media, which is okay in the short run. But what happens when that business grows and you have to hire employees with different personalities and speech patterns?
Your brand voice is the personality your brand communicates to the audience – yes, just like you, your brand has its own voice! It shapes customer experience and blends with the writing style you use across every platform.
This element helps your audience perceive your brand and helps you differentiate yourself from competitors. Furthermore, it fosters an emotional bond between you and your customer.
Think this isn’t something you absolutely need? Well, according to Capgemini, emotional engagement with customers are very important. 82% of consumers who feel an emotional connection with a brand will repurchase.
Font Psychology
Now that we’ve discussed what brand voice is in depth, it’s easier to understand how fonts play a part in your branding. Just like colour psychology, font psychology is a useful tool when it comes to creating your brand!
Essentially, font psychology is the study of the visual and emotional reaction you have to the font you’re seeing. With that being said – can something as simple as font determine if someone will engage with your brand or not? Absolutely.
Every font has a personality, and they reflect sensory objects, activate past experiences, and impact our thoughts.
Fonts that are difficult to read, don’t mesh with your brand well, or are just overall unappealing will negatively impact a client’s decision with regards to your business. There are 5 main font types that we’ll cover in this post:
- Serif
- Sans Serif
- Slab Serif
- Script
- Decorative
Serif Fonts
A serif is a decorative line or taper added to the beginning or end of a letter’s stem, creating small horizontal or vertical planes within a word. As the name suggests, serif fonts have serifs sprinkled throughout the letters/numbers.
Some popular serif fonts include Times New Roman, Garamond, Baskerville and Georgia.
Serif fonts do best when you’re going for a traditional look. This font type is widely used in books, newspapers, magazines and other editorial components. They are seen as trustworthy, dependable and imply heritage.
Some businesses that should use Serif Fonts? Law firms, financial firms, insurance companies.
Sans Serif Fonts
If you’re thinking this one is very similar to the previous font type, you’d be right! The only difference between serif and sans serif fonts are the absence of… the serifs. Sans serif fonts have no “tails”, and are more neat.
Some popular sans serif fonts include Arial, Helvetica, Future and Calibri.
These fonts lend a modern sophistication that serif fonts can’t quite capture. They are minimal and simplistic in nature, and represent youth, accessibility and sharpness. If you want your brand to come across as cutting-edge and creative, this is the font type you should focus on!
Some businesses that should use Sans Serif Fonts? Start-ups, tech companies, fashion labels.
Slab Serif Fonts
Slab serif fonts are like that weird cousin… similar to serif fonts, and yet distinctly different. At first glance, you might mistake them for the same thing. But upon further inspection, you’ll notice that slab serif fonts have a chunkier look and feel.
Some popular slab serif fonts include Courier, Rockwell and Museo.
If you’re looking to make a splash and leave a unique impact on your clientele, this is the font type for you! Slab serif fonts convey high energy, boldness and leadership.
Some businesses that should use Slab Serif Fonts? motor vehicle companies, sport brands, editorials
Script Fonts
A personal favourite, script fonts are associated with elegance, familiarity and femininity. Visual brands gravitate towards script fonts as they are fun, playful and creative – they capture the audience’s attention, create intrigue and give that home-grown feel.
Some popular script fonts include Billie Sight, Palmer Lake, Segoe Script and Lucida Handwriting.
Script fonts are all about expression – the hand-written element of these fonts let the audience familiarise themselves with your brand before even really knowing anything about it.
Some businesses that should use Script Fonts? Stationery stores, health & wellness brands, tattoo & piercing shops
Decorative Fonts
Decorative fonts are also known as Novelty fonts. They take on a more futuristic look, even though they are actually rooted in 18th-century history!
Some popular decorative fonts include Allerta Stencil, Mojita, Leah Gaviota and Whimsy.
These fonts meld practicality and playfulness and use a mixture of thin and thick strokes. This unique combination creates a sense of exclusivity and is the least subtle of the 5 types. They are in your face, wear their hearts on their sleeves and tell their own stories.
Some businesses that should use Decorative Fonts? Wineries & breweries, coffee shops, retro brands.
Help! I Need More Than Just a Font!
It can seem intimidating but it doesn’t have to be. Whether you need font pairing options, or an entire brand style guide, the LeKAC Pack can help you out!
LeKAC offers many marketing and branding services including:
- typography
- logo design
- 2D and 3D mockups
- social media management
- brand kits and brand style guides
- packaging design
… and much more! Contact our team today to find out how we can help you improve your brand.
Great post, This article is so helpful and now I am able to choose a right font for brand voice. Thanks for this.