Font and Feeling: Why Fonts Matter

Getting lost in my font library and searching for new fonts is one of my favourite pastimes. It’s probably the thing I spend the most time on when developing a brand’s identity. After all, it is equivalent to the sound of your brand’s voice. Sarah Hyndman, author of Why Fonts Matter explains, “Fonts have different personalities that can create trust or mistrust, give you confidence, make things seem easier to do or make a product taste better…fonts influence what you read.” What you say is just as powerful as how you say it with the font you choose.

If your brand could speak, who would it sound like?

Rather than just choosing a font that you think looks cool, it’s important to consider who you are speaking to and how you’re going to come across to your audience. For example, if you’re a wedding photographer who provides a high-end service and has a trendy aesthetic, you’ll want to choose a font that reflects this and speaks to your desired audience. If you’re a therapist who wants to create a warm and welcoming experience where people feel safe, you can instil this with the font you choose.

Consider what each of the fonts below sound like. Look at the fonts first and notice what comes to mind for you. How do they make you feel? What does their voice sound like and who might speak in this font? Hover over each one to reveal the characteristics they embody.

(Disclaimer: These are not necessarily fonts I love or recommend. Rather, they are for the purpose of this exercise!)

Fonts matter. Choosing any old font or the default font when writing can misconstrue your intended message. Fonts conjure a feeling on their own. Combine your perfect font with the right words and your message will be clear as day.