Like all design elements, typefaces (or fonts)* create emotional responses in viewers. Some of this comes from association. We’re used to seeing certain fonts in specific contexts — road road signs, legal documents, textbooks, product, packaging, billboards — but fonts also trigger visceral reactions. Before thinking kicks in we might feel that some letterforms are open, fluid, regal, childlike, western, mechanical, and so forth. When choosing fonts for a brand, especially for a personal practice or a service provider, it’s worth considering both the cultural association and the emotional tone.
I’ll go through 8 typeface styles exploring:
- What they’ve traditionally been used for
- The emotional reactions they often evoke
- And the best ways to use them
If you’re specifically looking to choose a font for your practice or wellness brand, be sure to also see Wordmark Logos for Therapists & Healers.
Styles of Typefaces
Historically there are 5 overarching styles of typefaces: serif, sans serif, script, display, and monospaced. Each of those can be broken into sub-classifications. For these purposes I’m highlighting 3 sub-classifications: slab serif, semi-serif and decorative fonts because they are widely used and can communicate vastly different things from their parent typeface style.
Serif Fonts have small lines or strokes (called serifs) at the ends of their letters. The structure and rhythm of these fonts can feel anchoring, providing a sense of stability and are ideal for conveying psychological safety. Because of their history of being used in legal and academic texts they carry an emotional charge of emotional depth, tradition, and experience.
Sans Serif Fonts do not have the extra strokes at the ends of their letters. They can feel neutral and honest and be specifically effective at communicating a forward-thinking style of practice.
Slab Serif Fonts are a sub-category or Serif fonts with thick, block-like serifs and the lines have a uniform weight. They are bold and demand attention.
Semi-Serif Fonts are hybrid fonts that blend qualities of serif fonts with sans serif fonts. They may have partial or very subtle serifs. Semi-serif fonts can create and otherworldly vibe or communicate sensitivity and accessibility They can also provide a connection to nature, and have a contemporary, sophisticated feel.
Script Fonts mimic cursive handwriting or calligraphy with connected, flowing strokes. Script fonts can feel intimate, empathetic, and emotionally honest.
Display Fonts are made to be bold and attention-grabbing. They are highly stylized and not intended for use in body copy. These fonts can set a distinct tone for your brand. They tend to be bold, confident, and memorable.
Decorative Fonts are a sub-category of display fonts characterized by a more elaborate or ornamental design. They can convey a specific, mood, style, timeframe or aesthetic. These fonts can be good for a specific style of healing like art therapy or play-based therapy for children. They can also convey a cultural identity that would be relevant to a particular audience.
Monofaced Fonts, also known as fixed-width fonts, are typefaces in which every character occupies the exact same amount of horizontal space. They are used for computer programming and might resemble old typewriters as well. The lack of decoration can imply objectivity or logic.
LEGIBILITY AS AN IMPORTANT CONSIDERATION
How legible a font is in different mediums should also be taken into consideration. This is because legibility, as much as shape, affects our feelings when reading something. When text is hard to read: too light, too cramped, too ornate; barriers to connecting with a brand and it’s message are created.
Legibility, as much as shape, affects our feelings when reading something.
EMOTIONAL TONE & ASSOCIATED PROFESSIONS
This table lists the emotional tone of each typeface style, professions most often associated with them. and what part of your communication they are best used for. These are not rules but important guidelines for legibility and impact.
| Typeface Style | Emotional Tone | Associated Professions | Best Uses |
|---|---|---|---|
| Serif | Traditional, Formal, Stable, Respectable, Trustworthy | Lawyers, accountants, professors, physicians, writers | Wordmark logo, headline, subheader, paragraph copy, call out |
| Slab Serif | Important, Bold, Impactful, Attention-grabbing, Confident | Life or business coaches, fitness coaches, journalists, construction companies | Wordmark logo, headline |
| Sans Serif | Simple, Sensible, Modern, Neutral, Straightforward, Minimal | UX/UI designer, software engineer, beauty products | Wordmark logo, headline, subheader, paragraph copy, call out, captions |
| Semi-Serif | Trendy, Glamorous, Luxurious, Unique, Contemporary | Therapists, alternative healers, brand strategists, beauty professionals, musicians, illustrators | Wordmark logo, headline, call out |
| Script | Formal or Casual, Elegant, Personal, Romantic, Personalized | Wedding planners, energy healers, invitation designers, boutique owners | Wordmark logo, headline |
| Decorative | Fun, Creative, Dramatic, Niche, Time-bound | Children’s products, entertainers, bloggers, even venues | Wordmark logo, headline, call out |
| Display | Prominent, Bold, Attention-grabbing, Expressive, Important | Event planners, promoters, influencers, fashion designers, performers | Wordmark logo, headline |
| Monospaced | Mechanical, Control, Analytical, Industrial, Predictable | Software developers and engineers, cybersecurity professionals, technical writers | Wordmark logo, headline, subheader, paragraph copy, call out |
How to Choose an Emotionally Aligned Font
Fonts are emotional cues so to choose an emotionally aligned font start by asking
“How do I want my audience to feel?”
Do you want to evoke trust? Lean into traditional serif fonts.
Do you want to inspire creativity or playfulness, a specific era in history? Look at decorative fonts.
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*Technically, a typeface is a group of fonts, for instance the typeface Helvetica encompasses Helvetica Light, Helvetica Italics, Helvetica Bold, etc. The term font is, specifically, the typeface, the weight, and the size used for a particular piece of copy. So, Helvetica Bold 16pt is a font, while Helvetica is the typeface.
