Examples of script fonts include Allura, Pacifico, Lucida Script and brands like Ford and Lindt use such fonts. Script fonts are to evening nights out as serif fonts are to business professionalism. Look at many luxury brands and you may see a lot of script fonts due to its fanciful nature. Script fonts mimic cursive writing with cleaner lines to aid in legibility. However, while these fonts might look artful and fancy, they may sometimes be difficult to read. Also, these kinds of fonts typically appear fancier than typical serif fonts so a certain air of luxury can also be imbued into them. Their handwritten-esque nature makes these sorts of fonts appear more personal. ![]() Script fonts invoke feelings of femininity and creativity. Script FontsĮlegant, unique, and distinct. Example fonts include Permanent Market, Knewave, Amatic SC, and Patrick Hand. The purpose of handwritten fonts is to appear informal as this lends a certain atmosphere to the brand. Handwritten fonts are exactly how they sound – fonts that are meant to appear handwritten. Typically, smaller businesses that want to emphasise friendliness and customer interactions might use a handwritten font. They convey a playful nature which makes brands that use them seem more approachable and friendly. Handwritten fonts are meant to look unorthodox. Handwritten FontsĪrtistic, informal, and fun. Modern online brands like Netflix, YouTube and Facebook use sans-serif fonts. Examples of sans-serif fonts include Open Sans, Roboto, Arial, and Helvetica. Sans-serif fonts work best on e-commerce platforms. In most modern typefaces, common sans-serif fonts beat out serif fonts in the readability department, but they can be quite versatile, forming the basis for many modernistic and futuristic font designs. This article is written with a sans-serif font.Īs per the name, sans-serif fonts lack serifs. Their simple nature also makes them the best choice when it comes to clarity. The lack of ornamental decorations in sans-serif fonts belie honesty and sensibility. Straightforward brands commonly use these kinds of fonts. Sans-serif fonts invoke a modern sense of minimalism. Sans-serif FontsĬlean, simple, and minimal. Brands like Sony and Volvo use these kinds of fonts. Examples of slab serif fonts include Roboto Slab, Courier New, and Rockwell. Slab serif fonts were mainly used to invoke emphasis when they were first introduced. The main difference is the slab-like organisation of letters and the blocky look of words. Slab serif fonts are sometimes considered a subset of serif fonts as they too have serifs. These fonts feel solid and confident and brands that want to appear bold will appear that way through use of these fonts. Businesses that want to emphasise the “established” nature of the brand while hinting at innovation might use such fonts. Slab serif fonts invoke feelings of the classics but modernised. Slab Serif FontsĬonfident, bold, and rugged. ![]() Brands like Vogue and Times Magazine use such fonts. Examples of serif fonts include Times New Roman, Baskerville, Lora, EB Garamond. It was initially used to increase readability, but now plays a dual role in describing heritage. Serifs refer to the little extensions of a letter at its ends. Due to their classic feeling, they are also good for conveying brands that are “established”. Businesses who want to build brand awareness through trustworthiness benefit most from serif fonts. Serif fonts invoke feelings of respectability making them perfect for formal contexts or for seeming authoritative or grandeur. As much as choosing a font is an artistic decision, there’s a logical reason for choosing certain fonts over others. People know what feels congruent and what doesn’t. Can you explain why that is? If your answer is “because it just seems right”, then that embodies most customer perceptions of the font. Which one seems most fitting? Chances are that you chose two different fonts as being fitting for the two different sentences. Which one seems most fitting? Now look at a different sentence: ![]() For example, look at this sentence written out in different fonts: People’s brains are wired to interpret different fonts differently. While fonts may not seem too consequential, they convey meaning. ![]() In a way, text can be visual as well, incorporating styles and colours. Some schools of thought say that the bulk of a brand’s message should be presented through its visuals with text only serving as accompaniment. That’s the saying, right? When it comes to branding, a lot of that branding is communicated through visuals.
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