With the right cultural context and knowledge, shape and color can be deployed to successfully create the mood you want your font to embody. Color psychology also plays an enormous role in changing human mood, fluctuating through different hues and shades. A font could have more roundness to create a relaxing, soothing wave, or rigid lines, soliciting a completely different look and feel from its viewer. This would impact fonts too since they have elements in geometric forms. In shape psychology, we’d be looking at its geometric form and how that elicits an emotion or feeling from the viewer. It’s also worth bearing in mind the rules of shape and color psychology, too. Learn more about the rules, terms and such in our guide to typography design > Shape and color psychology This also has an effect on font psychology, if you wanted to evoke thoughts of tallness or slimness, adjusting the spacing or deciding whether to use uppercase or lowercase will have an impact on an individual’s perception and thoughts of the font and brand. In brief, typography is the art of constructing a message in a way that will be visually pleasing. Lettering design by Mky Typographyīefore we delve further into fonts and their possible meanings, the basic rules and terms of typography need to be applied and considered too. This perception will then also be associated with the fitness brand. For example, if someone sees a fitness brand that is about gaining strength using a bold font, the customers will see that font and think: thick, bulky and heavy. When an individual sees a font, they make an association between the font and a trait. It’s a step-by-step guide dissecting how we perceive fonts and what we associate with them. One theory that is used in psychology to explain how a font is perceived by other people is the Kolenda Font Model. Depending on what we’re looking at, we’ll have our thoughts, feelings and actions impacted in different ways. According to Albert Mehrabian’s Rule of Personal Communication, 93% of personal connection is non-verbal, meaning ideas and values need to get across in the simplest way possible. In essence, font psychology is the visual and emotional reaction you have to the font you’re seeing. Let’s take a closer look at what font psychology means, what it says about you and your business and which styles best represent you. Especially in the digital age, a connection is more important than ever, and an important reason why brands and businesses should carefully consider what font truly gets the job done. Illustration by OrangeCrushīut what makes a good, successful font? The answer comes in the form of font psychology, meaning there’s a connected emotional and visual reaction to whichever font you may choose to represent yourself. The successful ones will stick with us, while those that miss the mark mean something isn’t doing the job it needs to. We see millions of fonts every single day, from the news we read to the adverts we pass on the way to work.
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