作者：小道 编辑：道格字体&coeus
as we all know, color psychology plays an important role in displaying design or brand. 90% of product choices depend on color, although some colors have a specific meaning in a specific cultural environment. However, studies have shown that the proper use of color is helpful to expand brand recognition, which shows the importance of psychology in design. However, there are few studies on psychological font design.
How does the first layer function offont express meaning through the text, and most of the studies on the second layer function focus on exploring the influence of font selection on the audience. The choice of font has a great impact on the whole design or brand promotion, and people will infer the meaning through the font. In addition, in a text-based inclusive design, whether the font choice is clear or not will affect the impression of the whole design.
Let's analyze the impact of fonts on design from four aspects, suggesting, visual and semantic, clarity and appearance, and how these four points play an important role in design or operation.
audiences tend to subconsciously infer about a design based on the style of the font, for example, if you use bold or a piece of text that is bold, it makes people think they are more important because they stand out from the whole design. Secondly, the italic text will also make people feel that it is the key point, and sometimes it will express a kind of ironic meaning, so pay more attention to the bold and italic words that appear when reading.
symbolism is very common in design, but be careful when using it. Handwritten fonts are often used because they make people feel elegant and informative, so handwritten fonts appear on many luxury brands or wedding invitations.
The Mozart Script By Blessed Print in Fonts
in addition, fonts are often specially redesigned in order to express a specific theme more accurately. Like the following example, this font called he North Western is a retro, outdoor font.
North Western Font + Vectors Vol 2 By Trailhead Design Co. In Fonts
the influence of retro fonts, even if the audience does not read the text carefully, making old retro handwritten fonts will evoke their feelings and make them feel that this is a special message.
Fibre-Vintage Font By Wild Ones in Fonts
designer or brand promotion can naturally lead the public to infer the purpose and experience of the design by using specific fonts. This requires us not only to consider what style of font will have what kind of psychological implication, but also need to imagine whether the same series of fonts will have a different effect.
fonts can also"impress" people, especially when the appearance and meaning of the fonts match, which not only refers to the fonts designed to promote the theme mentioned above, but also includes the basic fonts in the text. Changes in font thickness or height can change people's impression. According to the Gestalt theory, if the word"Gao" is expressed in a slender font, it will be intuitively associated with a picture, and the effect is much better than that of the same series of conventional width fonts. In fact, since 1986, some studies have proposed that the correct choice of font will affect the effect of product promotion.
Brigmore Typeface By Tugcu Design Co. In Fonts
the connection between vision and meaning is mostly natural, while the psychology between font elements is often not particularly obvious. In 2015, some people did experiments to explore whether there are psychological principles in font design. In the experiment, people wrote some taste words-sweet, sour, salty and bitter-in specific fonts.
the experimenter wrote"sweet" in a more rounded font, while"sour","salty" and"bitter" were written in angular fonts.
Sweet Julie Font By Birdesign in Fonts
through this experiment, people find that round and smooth fonts make people feel closer, more likable, and easier to read. On the contrary, angular fonts are less intimate.
Cartel Deux 5 Styles 75% Off By TyfoMono ™in Fonts
in layout design, clarity is more important than text readability. Many studies on font psychology have found that"the clearer the font is, the easier the text is to read." in fact, this is not the case. fonts actually take more time to read, but on the other hand, it is precisely because of this"ambiguity" that fonts are more memorable in layout.
some studies have shown that unique and novel font design can also affect reading speed. This distinctive font will naturally attract the attention of the audience, so it will naturally have a better response. Not only does the consistency between the font style and the words it describes affect the meaning of the design, but the separation between vision and meaning also causes the reader to spend more time understanding the design content.
Muertos Typeface By Tugcu Design Co. In Fonts
however, complex typography alone cannot add to people's memory. Although novel and unique designs can improve attention, impression and promotion rate, overly complex fonts will make it impossible for the audience to associate text with design. If you use or choose a font carelessly, it will not only disintegrate the meaning between the font and the elements in the design, but also cause the audience to think that this is not a good design.
uses design to convey information, font selection is no less important than color selection. Psychological research shows that when choosing a font in layout design, we should pay attention to the above four points: hint, vision and meaning, clarity and appearance, so that the whole design is effective.
