Typefaces are much more than decoration—they guide users through your content, set the tone, and influence how people perceive your brand or business.
Learn how to use them to your advantage👇
Trigger Emotions
Studies show* that fonts alone can evoke strong emotional responses. The shape of letters influences how we perceive words—often on a subconscious level.
Evoke Associations
Shape the Story
The same text in different fonts can feel dramatic, comedic, or serious. Typography is like the storyteller's voice: It sets the mood, shapes expectations, and brings the story to life.
Humanize the Text
Experiments have shown* that people attribute tastes, smells, gender, and even age to different fonts.
For example, Franklin Gothic Bold was described as "the kind of guy who would fix my broken sink and play football in the backyard on Thanksgiving."
Spark Empathy & Engagement
Handwritten fonts add a human touch, warmth, and highlight unique individuality—perfect for indie brands, handmade products, or nonprofit organizations.
Disrupt Intention
Using the wrong font can undermine a prospect's trust. For example, if a creative agency uses Times New Roman on their website, it may come across as outdated or uninspired.
Universal Language
Even without knowing the language, people can intuitively sense the mood and tone of the text. Typography "speaks" before translation—which is essential for global brands.
Apple's San Francisco font is instantly recognizable globally and signals a modern, tech-forward identity.
Learn how to use them to your advantage👇
Trigger Emotions
Studies show* that fonts alone can evoke strong emotional responses. The shape of letters influences how we perceive words—often on a subconscious level.
Evoke Associations
- Serif fonts = traditions, stability
- Sans serif fonts = modernity, technology
- Handwritten fonts = creativity, individuality
- Display fonts = boldness, originality
- Grotesque/geometric fonts = logic, simplicity
Shape the Story
The same text in different fonts can feel dramatic, comedic, or serious. Typography is like the storyteller's voice: It sets the mood, shapes expectations, and brings the story to life.
Humanize the Text
Experiments have shown* that people attribute tastes, smells, gender, and even age to different fonts.
For example, Franklin Gothic Bold was described as "the kind of guy who would fix my broken sink and play football in the backyard on Thanksgiving."
Spark Empathy & Engagement
Handwritten fonts add a human touch, warmth, and highlight unique individuality—perfect for indie brands, handmade products, or nonprofit organizations.
Disrupt Intention
Using the wrong font can undermine a prospect's trust. For example, if a creative agency uses Times New Roman on their website, it may come across as outdated or uninspired.
Universal Language
Even without knowing the language, people can intuitively sense the mood and tone of the text. Typography "speaks" before translation—which is essential for global brands.
Apple's San Francisco font is instantly recognizable globally and signals a modern, tech-forward identity.
* "Why Fonts Matter," Sarah Hyndman
