Font Selection: An Art & Science
You’ve got a logo that knocks your socks off. A color palette that is spot-on. A catchy tag line and a compelling pitch. Lists of top keywords and hashtags. But how much time did you spend considering… FONTS?
Probably not enough.
Font choices can be intensely personal, sometimes leading to heated conversations around here. But it goes even further than which typefaces are fun, elegant, or trustworthy. People subconsciously perceive facts or instructions differently based on the font used.
Font psychology isn’t a perfect science, but it does mean that your font choice is as important as the layout or images you use. Selecting a font to maximize your marketing efforts boils down to two queries:
Who is the target audience?
Surprise, surprise. Knowing your audience is the foundation of most marketing efforts. But gaining a deeper understanding of who you’re trying to reach and their motivations will help you pick a typeface that will really speak to them.
2. What action do we want them to take?
Are you trying to educate your target audience? Do you want them to remember something specific? Do you want them to follow specific instructions? The font you pick can lead readers to perceive your words and follow through in different ways.
Read more
The Definition of Font Psychology and How to Use It
Font Psychology: How typefaces hack our brains
The Baskerville Experience: Font and its influence on our perception of truth
The A to Z of Typographic Terms
Watch
Helvetica: A documentary
