The Psychology of Font Type in Logo & Web Design

Font type is crucial when it comes to branding and web design. Read on for the lowdown on different fonts and the different emotions they evoke!


Ramzi Chamat / 8 Ways Media
2016-11-08 09:04:00

When you first decide to set up a business and corresponding website, the first thing you will need to do is think about your logo and web design. There are thousands of ways to create an appealing logo and web design and countless things to think about, from your choice of colour and your use of images right down to the font type you choose to use.

Each and every aspect of your logo and website will trigger a particular response in your audience, and as such it’s important to choose wisely when it comes to font type.

Below you will find an outline of the different font types and the message they portray to viewers when they are seen. By selecting the right font type in your logo and web design you will be able to trigger the emotions you want people to feel when they see your font:


There are a number of serif fonts to choose from including Times New Roman, Georgia Italic, Baskerville and Trajan. Serif fonts evoke emotions such as tradition, respect, reliability and comfort, and as such if you are a business with many years in the industry and want to be portrayed as dependable, consistent and revered, opt for a Serif font. The Rolls-Royce and Mercedes-Benz logos feature a Serif font and the use of this font is designed to portray these business as luxurious, reliable and exclusive.


There are a number of sans serif fonts to choose from including Helvetica Bold, Calibri, Myriad Italic and Franklin Gothic. These fonts tell viewers that your business is stable, objective, clean and modern, therefore if you have a contemporary business that wants to be perceived as unwavering, powerful and current, opt for a Sans Serif font.


Modern font types include Futura, Didot Italic, Century Gothic and ITC Avant Garde Extra Light. These types of fonts tell customers that the brand is strong, stylish, progressive and chic. It is no coincidence that many major brands, such as Porsche, Google and YouTube, use a modern font in their logo design, as they want to give the impression of being robust, modern and forward-thinking. 


Script fonts such as Bickham script, Edwardian Script and Lavanderia tell viewers that your business is creative, elegant and affectionate. These fonts should be reserved for businesses that are trying to portray an air of respectability and correctness; a business that can be relied upon to deliver accurate, significant and bespoke services with a historic feel to them.


Finally, display fonts such as Cooper, Valencia, Spaceage Round and Giddyup are designed to give the impression of a brand as friendly, expressive, unique and amusing. It makes sense that brands such as McDonald’s and Netflix and would opt for a font type that falls into this category, as these sort of brands wants to be perceived as fun, approachable and avant-garde.

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