7 MINUTE READ
Your Fonts Connote Emotions! Fonts Are More Powerful Than You Think!
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| It is impossible to imagine a world without fonts! |
Be it our space crafts shooting towards the moon, the satellites in the outer space, our moving vehicles, office buildings that sit on our mother earth's lap and even the submarines deep-down under the sea, newspapers, books, websites, clothes, home appliances, fonts are everywhere, we find fonts in the form of brands everywhere from NASA, SpaceX, Airbus, Rolls Royce, BMW, Mercedes Benz, TATA, Apple, Samsung, Nike, Under Armour, Coca-Cola, Cadbury, Subway, Uber, Lego, Harry Potter, The New York Times, Google, Facebook or even a General Dynamics Electic Boat (manufactures submarines). Not even a nano-chipset or candy or a capsule is deprived of one.
Fonts can display your thought, your mission, what you and your company stand for, in an effective way to your audience. Fonts play an important role in conveying your attitude towards your work, goals, your products and services that you deliver.
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Fonts can display your thought, your mission, what you and your company stand for, in an effective way to your audience. Fonts play an important role in conveying your attitude towards your work, goals, your products and services that you deliver.
So, let's talk about fonts...I know... it is not one of those hot trending topics on Google.
But wait...
These very humble fonts can have a funny, interesting and witty side too.
What difference a font can make for a reader/viewer or even a potential customer/buyer? Does fonts matter, can it generate or destroy sales?
Let me take you inside this unprecedented atypical journey, where we shall enter into a less explored world of fonts, where you will discover about the life, behaviour and emotions exhibited by them. Even just by looking at them and without fully reading, these different faces of them can create a massive impact by capturing the context of the written piece within a matter of a few milliseconds in the mind of an observer, which could be in the form of a movie poster, a story book's cover page, a newspaper headline or a magazine, or the boring school/college textbooks and it only takes a nick of time for the reader to anticipate what he is about to come across... serious, humour, despair or joy.
Don't you agree?
See this image below. What do you think, is it perfectly fine or is there something seriously wrong with the font or text style selection?
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| A careful selection of a font style is inevitable, using a wrong one will prove to be disastrous |
Do you think the selected font style matches up with the nature of the given situation or context?
Few of you would be confused, some wouldn't just care and many would sense some kind of sarcasm or find possibly a mismatch.
Correct?
The above image shows how a serious subject matter, that is, the current figure of the number of patients infected by COVID-19 is written in a non-serious witty font style.
Followed by a series of bizarre and weird headlines are written in a rather serious and plain style. Quite contradictive and ridiculous.
Sarcasm at its high! Isn't it?
Well, even though, just by simply looking at the given image above, it is evident and clear that there is certainly a mismatch between the emotion and the context of the text and there is undoubtedly an utter blunder of selection.
So, now, you might have a gist of what a difference could a mere text style or font might do to your written piece.
Your font style has the ability to speak, show different emotions like us humans. Fonts can instil and spark different feelings in the heart and mind of the reader.
Choosing the right font will make your audience feel good and help you to connect with them effortlessly.
Choosing the right font will make your audience feel good and help you to connect with them effortlessly.
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| The style chosen by Disney which is involved in creating cartoon shows, fairytale movies, amusement parks, toys expresses its light, calm and funny attitude, and is a major attraction for kids as well as for adults |
Now, let us have a look at this image.
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| Different font style imparting different emotions |
What do you reckon?
This time, you would agree that the fonts are in compliance with the implication of the emotions and makes perfect sense.
Half of your information is perceived through the right choice of font. Choosing the right font with the right size, style, spacing and colour is the amalgamation of both Science and Art, and Creativity and Structure.
Half of your information is perceived through the right choice of font. Choosing the right font with the right size, style, spacing and colour is the amalgamation of both Science and Art, and Creativity and Structure.
Out of these two, which one you would pick? ↓↓↓
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| Be mindful of your audience before zeroing in on a font style. |
The bold and formal one on the right or the cursive one on the left?
Do you recall the Johnson & Johnson typeface?
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| The Logo of Johnson & Johnson which in itself is only a Handwritten Style Text has been around for more than 60 Years |
It is believed that the logo depicts calmness, softness, care, safety and trust, which as we know is what the company stands for. And we all have to agree that this brand has unequivocally been able to gain the trust of its customers and reached the status of being a valuable one which made it pretty popular among new parents globally, consequently leading to an ample market share.
Before we proceed further, let me tell you what a typeface is. A typeface is a set of characters obeying the same design pattern, common examples include Arial, Times New Roman, Verdana, etc. which are further classified into 5 elements, Serif (Times New Roman), Sans Serif (characters without lines/tails/feet at the end, such as Arial), script, monospaced and display. Arial, Helvetica and Times New Roman are and the most commonly used typefaces, Helvetica is an all-time favourite and was the most popular in 2019.
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| The simple logo of Google promises ease of search for its users |
Let me take you to Scotland to have a much better understanding of the power of fonts and their style, what a difference can it make for you and your readers, viewers, customers.
It's a dark December midnight, in Scotland and, Anjali, a postgraduate in Economics and a brilliant young researcher who works with an MNC in Edinburgh, Scotland is driving along with her two friends and are headed to her sister's place in Longforgan, Dundee. While on the way, one of her friends suddenly begins to feel some kind of uneasiness accompanied by an increased heart rate, overwhelmed by the situation, confused and not knowing what to do, Anjali decides to change her route and begins to race towards the nearest hospital and...then comes across... 2 options which included the name of the nearby hospitals with their distinctive chosen font style printed on a floor-mounted signpost as shown below:
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| PRI Hospital preferred a scary font style while MR Hospital went for a rather simple and bold one. |
Are you convinced with her decision, what would you have done if you were in place of Anjali? Do you agree that a font style can alter your decision-making process?
There's no denying the fact, that many of you might have driven to PRI Hospital, ignoring the style with which its name was printed on the signpost and needless to say, it was much nearer and you could have perhaps, reached much quickly and considering the shorter distance and time, it seems a rather rational choice, right?
Yeah, but you would have to admit that the font used by PRI Hospital is quite awful and disgusting to look at... I mean...like... the first impression is just good enough to give you chills and scare most of us way.
And the same thing applies to our brands as well, fonts help you connect or disconnect with your audience, a well thought and appropriate use of fonts can result in higher sales and customer acquisition.
Anyways, let's move on to something different and less scary...
What you are going to read next... will surely shock you...
There's no denying the fact, that many of you might have driven to PRI Hospital, ignoring the style with which its name was printed on the signpost and needless to say, it was much nearer and you could have perhaps, reached much quickly and considering the shorter distance and time, it seems a rather rational choice, right?
Yeah, but you would have to admit that the font used by PRI Hospital is quite awful and disgusting to look at... I mean...like... the first impression is just good enough to give you chills and scare most of us way.
And the same thing applies to our brands as well, fonts help you connect or disconnect with your audience, a well thought and appropriate use of fonts can result in higher sales and customer acquisition.
Anyways, let's move on to something different and less scary...
What you are going to read next... will surely shock you...
They all have one thing in common, can you guess?
Of course, all of them are celebrities and famous, and... you didn't think of that as the right answer. Or did you? There is something more to it. Okay, let me extend a hint towards you, roughly 14 million to over 43 million of the US population are affected by this thing and its related to reading.
So, were you able to get it?
Yeah, that's right, they all suffer from dyslexia, have difficulty in reading and learning.
Christian Boer, a graphic designer who himself is dyslexic, designed a special dyslexia-friendly font called the Dyslexie Font readable for people with this condition by making some minute unnoticeable changes in the angles and spacing between the characters.
Here's how it looks:
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| In 2008, Christian Boer discovered this Dyslexie Font for dyslexic patients and for himself which is now proving to be of great help for the readers |
These fonts may not look very special to us but for someone with dyslexia, it convincingly makes a huge difference by enabling them to read flawlessly. Isn't that amazing?
So, by now you have a fair idea of the capabilities of these low key and humble fonts, each type portrays a distinct character like that of an artist on the stage. "Fonts turn words into stories" as rightly said by Sarah Hyndman. And we love telling and listening to stories, and fonts help you reinforce your aspirations and values in the most influential way rather in a Crisp Clear Concise way.
In terms of business and marketing, fonts play a crucial and unique role in capturing the attention of your target audience/customer and conveying them on what you stand for, what you deliver, about your quality of products and services, so, do make sure that your font sends the right impression of your brand towards your prospects in order to transform them into your brand ambassadors.
Before choosing a font for your business, do make sure to give a thought on these 3 points below:
Next time, when you come across fonts in the form of brands, logos, websites, call to action buttons, or other business-oriented entities, make sure you observe them meticulously and try drawing out the story behind them because each font has a different story to tell. So, choose wisely to make yourself Fontastic among your competitors, fans and followers.
Before choosing a font for your business, do make sure to give a thought on these 3 points below:
- your values
- your aspirations
- your customers
So what kind of a brand are you?
Are you humorous and funny like Comic Sans; strong and serious like Times New Roman or Arial; soft and kind like Script; cheerful and energetic like Tempo; futuristic and modern like Futura or Helvetica; or are you bold and powerful like Calibri; or scary and hair-raising or emotional or whatever you stand for or whatever your brand represents, do ensure your fonts never fail to express your core personality.
Next time, when you come across fonts in the form of brands, logos, websites, call to action buttons, or other business-oriented entities, make sure you observe them meticulously and try drawing out the story behind them because each font has a different story to tell. So, choose wisely to make yourself Fontastic among your competitors, fans and followers.
Special thanks to Ms Anjali Singh for the recommendation of this idea, her contribution and valuable insights.
Whatever you do, do it well.
-Walt Disney
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DeleteThat was indeed Fontastic!
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ReplyDeleteHeyya! Thank you Chris for your time and patience. Well, you can connect with us through our Contact Us page.
DeleteWow! Very unique content. Never expected that fonts could be this impactful! Great piece of work.
ReplyDeleteThanks Katy, we really put a lot of effort crafting such contents and it feels great to hear such acknowledgements from our audience.
DeleteAwesome and exciting. Fonts show emotions too!
ReplyDeleteYeah they do. Thanks for the kind appreciation Mia!
DeleteAmazing and fontastic!
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DeleteIt was so unique content. I actually never thought before that fonts can have so deep meaning. Well written
ReplyDeleteThank you so much for your patience and consideration, we would try our best to deliver you the best experience with our contents.
DeleteAwesome stuff! Unprecedented, unique and unexpected!
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DeleteWow! Very different and amazing content. The story of the signpost was really great. Kudos to Anjali Singh and the writer for such unique idea.
ReplyDeleteThanks for such inspiring words. We are glad that you liked the story. Yes, indeed Ms Anjali played a vital role in crafting the whole blog with her creative ideas.
DeleteWow... very different and unique! Great blog!
ReplyDeleteThanks for the acknowledgement, Carolina. Stay tuned!
DeleteSimply Fontastic!
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ReplyDeleteOh wow, that's very considerate of you. More to follow. Stand by. Thanks!
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ReplyDeleteUnique content. Kudos to anjali and thanks for realizing us that fonts plays very important role in our lifestyle
Way to go
Cheers
Your beautiful comments inspire us to do even better. Indeed, we are grateful to Ms Anjali for her insights and contribution in this piece of work. Thanks for reaching and reading and for sharing your kind thoughts. Bear with us. Cheers!
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Thanks for the read and the awesome comment. More to come. Do stay in touch with us.
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DeleteAmazing! The hospital example was on point..
ReplyDeleteI would now be more careful picking up font style while making various presentation at work, because they make a difference..
Thanks a lot for sharing this informative content. Kudos!!
Wow! Great Comments. Thanks, Nandita for the read and that genuine feedback. Yes, it was actually the idea of Ms Anjali and we have to admit that Fonts indeed does make a difference.
DeleteExcellent Blog. It is really mixture of crispy examples with clear and concise thoughts. I never knew that font style can play a such big role in our lives. The hospital example is the best one !
ReplyDeleteThanks for stopping by and for that excellent comment. We are delighted to receive such comments and are indebted to the kindness that have been shown to us by you and all. More to come Stay tuned.
DeleteGreat piece of work with great pictures. I felt like the article was having a conversation with me��.
ReplyDeleteHey Emily T! Thanks for happy reading.We as a writer believe that often pictures tell you the whole story and conversation help to bridge the gap between a reader and a writer. So, if you believe the same then read and enjoy the conversation!stay tuned...
DeleteWow... this is like an art ... great article with great pictures. This blog has compelled me to think of fonts as a living species. Simply fantastic, rather fontastic! Don't stop guys, write more.
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ReplyDeleteVery creative piece of work, I thoroughly enjoyed the whole of it, especially the Scotland hospital story, just amazing, I believe that I would have done the same as Anjali. Being a marketer, I have read a lot of articles on marketing in my career but have to admit, this is very different, rather another level. Great job Anjali and Nazeesh! Show us some more.
ReplyDeleteSimply fontastic! The hospital story is very amazing, really loved and enjoyed your article, the writing style is simply awesome.
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