With such a visual culture we’re living in, the creation of a business logo might get more attention placed on the graphics than the fonts used. Even if a specific font ultimately gets chosen, a business owner may not really know that fonts are scientifically proven to create a certain psychological response. It proves fonts have so much going on in the details than we readily perceive when seeing them at a distance.
This should make you think a little more carefully about what your fonts are going to be in your logo (or even a wordmark). They can garner a quick perception about your business that could either help or hurt you.
The Science Behind the Fonts
An example of how the wrong font can set off the wrong perceptions comes in the popular font Comic Sans. Usually noted as being a more casual font, it was used in an official statement for the finding of the Higgs Boson last year. With such a serious scientific statement, some noted how non-professional the use of Comic Sans was in this context. It seemed to bother many who expected a more conservative font for one of the most important scientific announcements in history.
This opened many an eye to the realization of how choosing the right font creates an instant psychological response in the viewer. In that above report from The Week, we see the possible reasons why: Our minds are trained to expect a certain readability in certain contexts. With Comic Sans being harder to read, it’s going to create a negative response when reading something more important.
While more significant scientific study hasn’t been done yet in looking at font styles, what general ones can you use in your logo to help bring an instantly positive response? Based on basic analysis, it comes down to showing truthfulness.
The Strongest Fonts
While Helvetica is always the standard, a test done on fonts in The New York Times found that Baskerville and Georgia fonts had the most trustworthiness associated with them. The reason is they simply have a more sturdy readability that goes over well when conveying something serious.
Even if Comic Sans is now being derided for use anywhere, it doesn’t mean you have to shun it completely if your business thrives on a comic tone. But for those businesses that want to be taken seriously, Bauerhaus Design recommends you use serif, non-serif, and script type fonts to generate positive feelings.
The above fonts convey tradition and dependability, particularly in the standard use of Helvetica or Arial. A feeling of luxury can come from the script fonts, no matter if your business only feigns a luxurious ambiance.
So choose your fonts with a more scientific frame of mind to keep yourself from wondering why your logo didn’t resonate right away as you’d hoped. This may make you more perceptive to the things going on around us under the surface that affect our thoughts and feelings every day.