The psychology of fonts3 min read
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Through the different categories of testing fonts, we often discussed some of the functions that these typographic styles have, although even though the exact same words are used, the impression that the text creates on the reader can change depending on whether the font is serif or not, its inclination and other aspects. There is a whole psychology behind the used fonts, something that is very much taken into account in advertising and also in political campaigns.
One of the people who knows this best is Sarah Hyndman, author of Why Fonts Matter, in which she explains the importance of choosing the most appropriate font for sending a particular message, whatever that message may be. The way the words appear, that is, the font affects the way the reader receives them and the idea that is generated, an idea that is captured not only by the written word but by subconsciously used typography. The text not only has written verbal language but also conveys non-verbal information to us in the form of its letters.
As surprising as it may seem, texts affect our perception of taste, and this is something that is taken very seriously in the food industry. There are fonts that are more attractive than others and are more or less suitable for the food they intend to sell. For example, rounded sources are associated with sweet foods, but also those with many calories, while angled sources are associated with more bitter-sweet foods.
Prestige of the product
Some typefaces are associated with expensive and fancy products, as is the case with Didot’s font, a style that has the contrast between the strokes of its letters. Thick and thin lines with finishes are associated with prestige and glamour, which is why heart and cologne magazines often resort to this type of font to sell their product as synonymous with elegance, also resorting to gold or black on a white background.
Difficulty of the task
Typography also affects the perceived difficulty of the task. This is because the brain confuses the process of writing with what it reads, associating a complex letter with one that is difficult to write. This is extrapolated with the degree of difficulty that may be involved in carrying out the task explained to you in the form of written instructions. For example, if we read an instruction manual for assembling a piece of furniture written in an easy-to-read font, we will think that assembling that piece of furniture will be easy.
Another example would be when you go to a fancy restaurant and see that your letter is written in a font that is difficult to write. The more complex the letter is used, the more difficulty we will attribute to the preparation of the dishes listed in it, which is why we believe that the chef puts a lot of effort and effort into the dishes served in the restaurant.
Use in politics
The fonts in use are crucial in political campaigns. Depending on the letter used, a candidate can be seen as a conservative, a change agent, someone who doesn’t seem to keep their promises, and any other interpretation of what they write on their campaign posters. An example of a letter that is used very well to win an election is in the case of Barack Obama’s 2008 Presidential Campaign.