A Pro Designer Shares the Psychology of Font Choices [Infographic]

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Did you ever think that the font type you choose for your logo could say something about you and your business?

Or that it could convey your message in a certain light?

Today’s infographic covers the psychology behind type choices. You will learn how serif, sans serif, script, modern, and display typefaces and their fonts are best used for moving your audience to feel how you want them to feel.

You should take careful consideration when choosing a logo font. As you may already know, people have certain feelings, emotions, and associations when they see certain colors. What you may not realize is that they have a similar response to typefaces and fonts.

So, for example, if you want to portray that your business is traditional or respectable, you might want to consider a serif typeface. If you want to people to see your business as stable or modern, you should lean towards a sans serif typeface.

Looking even deeper into typefaces, particular fonts convey unique things.

For instance, the modern font…

century gothic

The sans serif font…

calibri clean

If you want people to feel that your business is reliable…


Read on to find out which fonts you should be using for your business logo to pull the right emotions from your audience.

A little font change can go a long way

Psychology Behind Type

As examples of different emotions, consider these brands and their typeface choice.


cadillac logo

Cadillac’s use of script font embodies their motto of elegance and sophistication.


Disney logo

Disney know’s how to please, and their selection of a display font has proven to become one of the most recognizable and boldest logo’s in the World.


google font

Simple but respectable. Google is the benchmark for stability and reliability for many of us. Its serif font has a calming influence.


Hulu 1

It’s not surprising that hulu decided to go with something bold and untested with their logo typeface. Hulu’s logo has the progressive edge that it needs to capture the attention of users.

Sans Serif

LinkedIn Logo 2C

When you’re the online social medium platform that sets the standard for professionalism, it’s easy to understand the logic behind LinkedIn’s font choice. This sans serif font is clean and business-like, suggesting LinkedIn will help you complete your business objectives.

Further reading

For more examples, check out these font combinations.

You can also check out this great guide on best fonts for logos by Design Wizard.

Need help finding the right font for your brand? Here’s how in 5 steps.

Now you…

What’s the ultimate determining factor when you choose a typeface for your brand and business?

Teddy Hunt is a freelance content writer with a focus on technology. When not behind a computer, Teddy spends the majority of his free time outdoors and resides in Tampa, Florida. Follow him on Twitter

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