Psychology of Typefaces

The typeface you choose is important to your brand, as it communicates a feeling about your company. Below are feelings that are attached to different typefaces.

A serif font has small lines attached to the end strokes in the letter. A sans serif font does not have these small lines.


Serif - tradition, respectable, reliable, comfort

Sans serif - stability, clean, modern

Script - elegance, creativity, affectionate

 Display - unique, expressive, amusing

Fonts can also affect your sense of taste.

Sans serif - plain, neutral

Slab serif - meaty

Round - sweet

Jagged - salty, sour

Reference: companyfolders.com, brandongaille.com