Typography Talks: How Fonts Influence Perception and Personality
When most people think of branding, they think of logos and colours. But there’s another design element that speaks just as loudly: typography. Fonts carry personality. They can make your brand feel modern or traditional, playful or serious, bold or understated. For small businesses, choosing the right typeface isn’t just a design detail — it’s a strategic decision.
Why Typography Matters
Typography shapes first impressions. Before customers read the words, they feel the tone of the typeface. A sleek sans-serif may suggest innovation, while a serif font may convey heritage and trust. The choice you make sets the stage for how your brand is perceived.
The Psychology of Fonts
Serif fonts (e.g., Times New Roman): Traditional, reliable, authoritative.
Sans-serif fonts (e.g., Helvetica): Clean, modern, approachable.
Script fonts (e.g., Brush Script): Elegant, personal, creative — but best used sparingly.
Display fonts (unique, decorative): Attention-grabbing, expressive, but can overwhelm if overused.
Understanding these categories helps businesses choose typefaces that align with their values and audience expectations.
Consistency Builds Recognition
Just like colour, typography works best when it’s consistent. Using too many fonts can create confusion and weaken your identity. Sticking to a clear type hierarchy — one font for headings, another for body text — creates a polished, professional look.
Readability Comes First
A font may look beautiful, but if it’s hard to read, it fails its purpose. Websites, brochures, and social posts all demand readability across different devices and sizes. Legibility should always guide your design choices.
Small Businesses, Big Impact
The right font can make even the smallest business look established and professional. When paired with consistent colours and imagery, typography becomes part of a cohesive system that makes your brand instantly recognisable.
A Final Thought
Typography is more than style — it’s substance. The fonts you choose influence perception, create personality, and shape the customer experience.
We’re always happy to chat about how these ideas can work for your business — get in touch.