What is Font?
In every typography class a common misconception noticed among students is about font and typeface. Now the typeface is a group of characters that share the same fonts, where fonts are specific typefaces like bold, italics. Typeface is how the characters are grouped creatively while font is the very structure. Although we use them quite interchangeably.
Now let's address the elephant in the room, why is it important to figure out which typeface to use, which font in that typeface do we actually need?
To answer that, pay a quick visit to https://rallyinteractive.com or have a look at the snip attached. The headline and form both use Chronicle, this page brings strength and boldness with the classic serif in their “Hire Us” Page. The design is for use at large sizes, which consists of three different widths, six different weights (what you see here are regular and light weights) and versions for two different sizes, each available in both roman and italic.
The fonts above are bold and assertive, displaying a professional look in the hiring page. The page uses classic serif as Robyn Young says,“Serif fonts have been widely used in books, newspapers, and magazines, which is why they remind us of more classical, formal and sophisticated themes—think of Old English and Roman scripture,”.
The marketing literature suggests that positioning a brand in terms of brand gender (i.e., brand masculinity and brand femininity) generates favorable consumer responses, yet there is little research on how brand gender perceptions arise. This research examines whether type font can be employed to create brand gender perceptions in the context of unfamiliar brands. Building on the theoretical framework of personality inferences based on static cues, three studies involving a range of type fonts, brand names, and product categories demonstrate that type font influences consumers’ perceptions of brand gender. Type font effects emerged for brand names presented in isolation (Study 1), brand names presented on signage (Study 2a), and brand names on product labels (Studies 2b and 3). Importantly, type font effects on brand gender persisted in the presence of a competing brand gender cue (i.e., brand name with gender associations), and type font and brand name influenced brand gender perceptions independently. A fourth study demonstrates that type fonts representing the brands influence consumers’ likelihood to recommend the brand. The article concludes with a discussion of theoretical and brand management implications.
Font has huge implications in marketing and brand promotion, using the right font explains and sets the mood for the readers for your brand.
