Importance of fonts

Choosing the right font can make or break your brand. It says a lot about you to your customer/the viewer. For me, it depends on the project and the client. Most people automatically think that elegant equals serif but there are some really lovely sans serif fonts out there that can have the same effect.

I’ve been reading the ‘Why Fonts Matter’ book by Sarah Hyndman and it really shows how powerful a font can be. It can influence you more than you realise. It points out that each font has a different personality and this can make a product more trustworthy than others or give you confidence in the product you are purchasing or even make a brand look cheap or more desirable. It can even make you think a certain product tastes better!

I suppose this is the reason that some companies such as Volkswagen, Hugo Boss, Jack Daniels and so many more keep the same trademark font. It’s familiar to the consumer, you know what you’re getting when you see their products. It would be a big risk for these companies to rebrand!