Researchers displayed the word “Memphis” in different font weights to determine the optimal readability. 148)īold fonts also seem masculine because of their resemblance to a bulky stature (Lieven et al., 2015). It may be made to mean ‘domineering’, ‘overbearing’. Boldness may have a more negative meaning. 208) Bold Fonts Are Powerful and Masculineīold can be made to mean ‘daring’, ‘assertive’, or ‘solid’ and ‘substantial’, for instance, and its opposite can be made to mean ‘timid’, or ‘insubstantial’. Typefaces that are lighter in weight (in width and stroke thickness) are seen as delicate, gentle, and feminine, while heavier typefaces are strong, aggressive, and masculine.
Seeing these traits in a font will activate your concept of beauty: In most countries, the “standard” for beauty is tall and thin. The font simply “feels right.” Which Fonts Should You Choose? Light vs. Since this business sells beauty products, this congruence feels good - and people misattribute these positive emotions to the font and business. In sum, seeing the logo for Avon activates beauty. You can use Fraktur in documentaries because the font seems “fitting” for that context. Your brain considers the appropriateness of contexts (see Doyle & Bottomley, 2004). Consider the Fraktur font from Nazi propaganda:īased on spreading activation, you should NEVER use Fraktur because of the strong negative emotions. Hmm, tall and thin? Aren’t those traits related to beauty?Īt this point, you might be thinking: Well, if the node for beauty is activated, then the font (and product) will seem more beautiful.īut, not quite - this process is more nuanced. And then activation will spread toward related concepts.
Your brain will activate the visual traits of this font, such as tall and thin. You also experience spreading activation: Activating a concept will activate all concepts that are connected to it (Collins & Loftus, 1975). Spreading ActivationĪll concepts are connected to related concepts.įor example, your node for “toothpaste” is connected to floss, mouthwash, and everything else that you associate with toothpaste. If you want more details on the underlying mechanisms, you can refer to my book The Tangled Mind. That’s how fonts (and other stimuli) acquire meaning.
#Nike bubble letters font update
Seeing a font (e.g., Fraktur) will activate its past meaning - including the semantic meaning (e.g., Nazi Germany) and emotional meaning (e.g., disgust).Īnd you constantly update fonts in your brain. government since it is used by the IRS on tax forms. The typeface Fraktur has many associations with Nazi Germany, and Helvetica is commonly associated with the U.S. Ads for an “elegant” phone performed better with an elegant font (Choi & Kang, 2013). Want to choose the right font? Choose traits that resemble your context.įor example, ads for a “slim” phone performed better with a slim font. Indeed, fonts resemble objects from the sensory world. Notice anything? Those are general traits, right? Look at those traits - wide, loose, thin. Primitive TraitsĮvery time that you see a font, your brain will activate the visual traits: Sure - but why did they feel right? Most people can’t articulate the reason, so let’s disentangle this mechanism.
Which font is better for: fitness class, board game, makeup.
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