The font has a great influence on the audience, so you need to choose a font that expresses the true personality of your company. This influence is so significant that there are extensive studies on this, and this area is called typography.
Neuromarketing understands how fonts are assimilated by the public. It is understood that the font is equivalent to the tone of voice. Your company's voice, or font, can be childlike, serious, elegant, simple, among other profiles. Therefore, the font should be chosen according to the target audience.
What to consider when choosing the font
It should be in harmony with the company's profile, with loyalty program and with marketing designs. If the designs have many right angles, for example, the fonts should maintain this standard. If the designs are more rounded, it is important that the font is as well. Exceptions can occur but are rare and should be carefully evaluated before publishing.
The font should resemble the logo's font. You don’t need to use exactly the logo's font, because it may be very specific in most cases. So, choose a font that has some similarities. This will protect the company's visual identity.
Pay attention to the emotions you want to evoke in the customer. If it is relaxation or security, for example, it will affect the interpretation of the message. To help with this and to avoid excessive fonts, it is important to choose a font style that has several variations and use them in each context.
Understand each font
- Serif: This style is classic and traditional. Ideal for companies that want to convey a message of authority, respectability, and trust. Therefore, this font is widely used in newspaper and magazine headlines. Examples of this font style are Baskerville, Garamond, Caslon, and Palatino. The small lines at the ends of letters and numbers make it easier to distinguish letters, making reading faster.
- Sans-serif: These fonts have a cleaner and simpler appearance, usually expressing modernity, objectivity, freedom, and youthfulness. It is the style used by Google, McDonald's, and Uber. They are recommended for use on the web. The main fonts of this style are Helvetica, Avenir, Arial, and Futura.
- Script: This style is more artisanal, humanitarian, and subjective. Thus, it is ideal for professionals who work in a highly personalized manner, such as nutritionists, psychologists, or even stores that sell handcrafted and personalized products. Misuse of this model can make the writing tacky. If you want to convey a message that denotes femininity, elegance, and friendliness, it should only be used in the title, as its use in the body of the text can hinder the public's reading. This style is used by Instagram and Coca-Cola.
- Novelty: This style is more current and still little used. They were created to draw attention, ideal for promotional calls. They are usually bold, and this characteristic makes their use risky due to the potential for excess.
Bonus
Use Google Fonts to discover and download new fonts.