Aren't the Coolest Fonts the Best?

With over 36,000 font families in existence and many more thousands of fonts now available in the digital age, possibilities are almost limitless (Extensis, 2022). Most people scroll through fonts in the toggle menu looking for one that “looks cool” (Extensis 2022). However, they most likely do not understand the implications that their font selection will have. It is critical that designers understand the purpose of fonts and the affects they will have on viewers. When utilizing the proper techniques and proper understanding, designers can utilize typography to captivate audiences and communicate effectively.

Typefaces vs. Fonts

To begin with, a commonly misunderstood concept is the difference between a font and a typeface. They are used interchangeably in today’s culture (Why is typography.., 2022). A typeface is the “look” or design of the text. It is the fundamental visual identity of that text. Fonts are variations of a specific typeface. A typeface can be thought of as a “family” of fonts (Sivewright, 2021). This may include bold, underlined, thin, etc. Keeping this differentiation in mind can assist designers in their work. Many designers will select a single typeface and use subsequent variations of that typeface (fonts). This creates variation while also maintaining visual unity.

The Importance of Typefaces

Understanding the relationship between different types of fonts and typefaces is critical to effectively communicate a mood, tone, or message to viewers. In fact, typefaces are so critical and impressionable that they can even influence how viewers perceive the credibility of the message being communicated (Sivewright, 2021). A study conducted by the New York Times in 2013 demonstrated the impact that typefaces can have (Sivewright, 2021). Participants were told that a quiz was designed to determine whether they were an optimist or pessimist. However, the real objective of this study was to determine the true impact that typefaces have on viewers. Some quizzes were composed using the Baskerville font while others used the Comic Sans typeface (Sivewright, 2021). Participants were most likely to believe the credibility of the quiz if the typeface was Baskerville (Sivewright, 2021). This is just one example which displays the impact of typeface selection. Selecting a typeface by a momentary impulse is dangerous. However, far too many people take this approach, scrolling until they find the “coolest” font to implement in their design (Why is typography.., 2022). The better approach is to intentionally select a font that correlates with the message to the audience.

Communication Through Type

Typefaces and fonts communicate more than the words they represent. Typefaces communicate mood, tone, and identity visually. Graphic designers will typically select one or more fonts of the same typeface to maintain consistency, yet also to incorporate emphasis and differentiation (Why is typography.., 2022). This would typically entail selecting different fonts under the same font family (typeface). Bold, heavy fonts are ideal for basic and blunt phrases or slogans such as Nike’s “Just Do It” (Why is typography.., 2022). Elegant, complex fonts leave a romantic or classy impression (Sivewright, 2021). These thin script fonts are optimal for invitations, quotes, and text intended to evoke an emotional response (Sivewright, 2021). When it comes to selecting a typeface, form should follow function. Rounded fonts typically create a playful, jovial tone, whereas sharper fonts usually containing serifs convey a sense of sophistication and class (Why is typography.., 2022). As noted by the study conducted by The New York Times, the Baskerville font was viewed as more credible than a sans serif font (a font with no serifs) (Sivewright, 2021). There is no singular best typeface or font. The effectiveness of the font depends greatly upon the context in which it is used.

Emotion and Identity in Type

Typefaces also have the ability to evoke emotion, an establish identity. Selecting the right typeface and color are also critical to the designer. Using Nike as an example, many of their advertisements feature bright, modern, energetic colors that complement their brand identity. As an athletics company, energetic colors evoke excitement and motion. McDonald’s utilizes red in the background of most of their advertisements and logos (Sivewright, 2021). The color red has been associated with hunger and action (Sivewright, 2021). When consumers see red, they are influenced to feel desire and hunger. Their signature typeface is immediately recognizable, serving as their logo. When viewers identify this typeface, they have a reactive emotional response. The “Golden Arches” is an “M” yet it has the ability to set a tone, generate energy, emotion, and recognition. This is an excellent example of identity in typeface. A typeface has become an icon of culture.

Conclusion

With the nearly endless selection of typefaces to work with, designers too often find themselves either selecting by impulse or quickly becoming overwhelmed. Instead, it is advisable to take a step back, think about the mood, tone, and identity that is critical to the design and select a typeface that reflects those values. Typefaces have the potential to be extremely effective and impactful if they are utilized correctly.