Sans-serif fonts invoke a modern sense of minimalism. Sans-serif FontsĬlean, simple, and minimal.
Brands like Sony and Volvo use these kinds of fonts. Examples of slab serif fonts include Roboto Slab, Courier New, and Rockwell. Slab serif fonts were mainly used to invoke emphasis when they were first introduced. The main difference is the slab-like organisation of letters and the blocky look of words. Slab serif fonts are sometimes considered a subset of serif fonts as they too have serifs. These fonts feel solid and confident and brands that want to appear bold will appear that way through use of these fonts. Businesses that want to emphasise the “established” nature of the brand while hinting at innovation might use such fonts. Slab serif fonts invoke feelings of the classics but modernised. Slab Serif FontsĬonfident, bold, and rugged. Brands like Vogue and Times Magazine use such fonts. Examples of serif fonts include Times New Roman, Baskerville, Lora, EB Garamond. It was initially used to increase readability, but now plays a dual role in describing heritage. Serifs refer to the little extensions of a letter at its ends. Due to their classic feeling, they are also good for conveying brands that are “established”. Businesses who want to build brand awareness through trustworthiness benefit most from serif fonts. Serif fonts invoke feelings of respectability making them perfect for formal contexts or for seeming authoritative or grandeur. As much as choosing a font is an artistic decision, there’s a logical reason for choosing certain fonts over others. People know what feels congruent and what doesn’t. Can you explain why that is? If your answer is “because it just seems right”, then that embodies most customer perceptions of the font. Which one seems most fitting? Chances are that you chose two different fonts as being fitting for the two different sentences. Which one seems most fitting? Now look at a different sentence: For example, look at this sentence written out in different fonts: People’s brains are wired to interpret different fonts differently. While fonts may not seem too consequential, they convey meaning. In a way, text can be visual as well, incorporating styles and colours. Some schools of thought say that the bulk of a brand’s message should be presented through its visuals with text only serving as accompaniment. That’s the saying, right? When it comes to branding, a lot of that branding is communicated through visuals.
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