08/04/2026
๐ฆ๐๐๐๐ฌ๐ฆ๐๐ ๐ฆ๐๐ฅ๐๐๐ฆ: ๐ฆ๐๐ฏ๐น๐ถ๐บ๐ถ๐ป๐ฎ๐น ๐ ๐ฒ๐๐๐ฎ๐ด๐ถ๐ป๐ด: ๐ง๐ต๐ฒ ๐ฃ๐๐๐ฐ๐ต ๐ผ๐ณ ๐๐ผ๐น๐ผ๐ฟ ๐ฎ๐ป๐ฑ ๐๐ผ๐ป๐
Ever wonder why fast food chains use red and yellow as branding colors? โค๐ Or why is it that we never see luxury brands use the font Comic Sans? ๐ง ๐๐ตโ๐ด ๐ข๐ญ๐ญ ๐ช๐ฏ๐ต๐ฆ๐ฏ๐ต๐ช๐ฐ๐ฏ๐ข๐ญโall of these have got something to do with how psychology intersects with the marketing and advertising disciplines!
๐ญ. ๐๐ผ๐น๐ผ๐ฟ ๐ฝ๐ฒ๐ฟ๐ฐ๐ฒ๐ฝ๐๐ถ๐ผ๐ป ๐ฎ๐ป๐ฑ ๐๐ต๐ฒ ๐ฝ๐๐๐ฐ๐ต๐ผ๐น๐ผ๐ด๐ ๐ฏ๐ฒ๐ต๐ถ๐ป๐ฑ ๐ถ๐
We are all probably familiar with the use of colors in representing certain traits or concepts. For example, the color blue is often used to symbolize peace or sadness, whereas the color yellow often signifies joy and light. These colorful associations, rooted in various cultural and personal experiences, and according to some researchers, some innate biological mechanisms, are also theorized to be part of the reason why many researchers believe that color significantly affects a personโs mood (Singh & Srivastava, 2011).
This knowledge is what brand designers leverage in creating impactful brand logos and campaigns that are aimed to encourage certain behaviors from consumers! A brandโs color is one of the first things a consumer will see and judge about the brand, which is why designers want to make a lasting impression. For example, products with packaging that have harmonious and attractive color schemes are more likely to grab the attention of consumers, specifically children (Babolhavaeji, 2015). We can see these in various products marketed for children, such as childrenโs toys and story books. Meanwhile, colors with often negative connotations can be perceived positively depending on how it is used in marketing. For example, the color black is often associated with sorrow, but when used by luxury brands, it can be perceived as something elegant and sophisticated (Babolhavaeji, 2015).
๐ฎ. ๐๐ผ๐ป๐ ๐ฝ๐๐๐ฐ๐ต๐ผ๐น๐ผ๐ด๐
The decisions for choosing fonts within graphic design go a lot further than simply picking what looks โgoodโ. Font psychology, a sub-discipline of typography, focuses on the impact different fonts have on human perception and emotions. In marketing and advertising, especially in logo designing, the font type used can indicate to customers the kind of company they are investing their time in. Today, we will be talking about 5 major categories of font styles, each serving their own purpose and gaining different perceptions from the masses.
A. Serif
- Serif fonts are characterized by their little hooks found in the typeface, often referred to as โfeetโ that aid in readability. This style of typeface was inherited from the Romans and was the solely used typeface for a long while until the 19th century.
- When people see this font they feel a sense of trustworthiness. It feels quite stable and may invoke feelings of tradition and establishment. It is a very formal font type, associated often with the academe, intellectuality and old heritage. As such, the brain associates the serif typeface with dependability and stability. It is also a very delicate, yet professional look.
- Brands and companies who are most likely to use this font are law firms, news outlets, and insurance companies, as they want to establish a trustworthy, dependable reputation that can be seen through their font choice.
B. Slab-Serif
- Technically still under serifs, Slab-Serifs are seen with a chunkier, wider typeface with the serifs being seen as more square and less dainty.
- These fonts are seen as bolder, more powerful types of serifs, grabbing at your attention while still maintaining the professionalism serifs establish. A way to think of it is like this; serifs can be seen as lawyers, professional, dressed in suits and ready to serve, while slab-serifs are more like construction workers, more bold yet just as dependable.
- Companies that are likely to use this are practical, hands-on companies like those in infrastructure. Other companies with interests of invoking feelings of bold confidence, capability and endurance may use this font too.
C. Sans-Serif
- Sans-Serif was made in the 19th century but was popularized only in the 20th century. It grew in popularity in time with the modernist movement, a time in which people began rejecting the norms of using traditional fonts in favor of trying new things.
- Sans-Serif embodies a cleaner, sleeker look, looking approachable and not very busy (which was the aim of the removal of the serifs). Whereas serif fonts appear formal, sans-serif fonts appear friendlier in comparison, making the most out of its minimalistic style for a more modernist kind of look. It generally represents progressiveness and openness.
- Companies that use this font appear to be ones that aim to be seen as progressive, innovative and relevant, so tech companies favor this kind of typeface. Due to its more โfriendlyโ appearance as well, companies that favor approachability and openness may use this font type a lot.
D. Script
- Scripts can also be seen as forms of calligraphy, composed of swirls and flourishes with the main aspect being its connected letters.
- Calligraphy, also called โbeautiful writingโ implies just that. Script is seen as creative and whimsical, invoking romantic feelings or childlike wonder. It can also be seen as having an air of elegance about it, though it has the ability to invoke feelings of nostalgia as well depending on its usage.
- Companies who feel artistically inclined may opt to use script font faces, but due to its nostalgic nature, it may also be used by older companies to โbring backโ people to a time in their childhood. Toy companies, candy manufacturers and others may see this font fit for their use.
E. Display
- Also called decorative or novelty fonts, fonts that cannot be safely placed in any of the above mentioned font types is likely to be this. These fonts are more integrated within graphic designs, with emphasis on color, shape, and usage.
- These fonts are described to be unique, adaptable, and fun. These are the fonts that are highly likely to catch a personโs attention immediately, able to represent a person or a companyโs personality through the font itself. These fonts are highly customizable and dependent on the person using it.
- In marketing, companies that wish to stand out from the crowd will most likely use these fonts as a way to say โlook at us!โ, differentiating themselves from other competitors. If it is novel, it is attention-grabbing.
