I know, it seems like a strange concept. But actually, we do interact with fonts subconsciously, and some more than others, even to to extreme of experiencing tastes or smell.
This subject was part of a discussion in an excellent podcast last week. Why Creativity Matters: A virtual talk series from Creative Review.
Sarah Hyndman, from Type Tasting and one of the presenters, discussed her thoughts on how fonts can influence our perception of products and services. She referred to an experiment where jelly beans were packaged up with different fonts, and individuals were asked to guess the flavours, based on the fonts alone. Can a font inform us if a jelly bean is sweet or sour? Well, it appears so. See more on that experiment here and to have a try yourself.
So, this questions our relationship with fonts, and how they can be used beyond the aesthetic.
How can we influence or create a perception that matches what we want to deliver or say, using fonts alone? And how does this affect Brand Indentity and Trends?
As James Kape, creative director and co-founder of design studio Omse said ‘typography is a voice‘.
As font choice can voice personality through nostalgia, heritage, culture, and authenticity amoung other things, it is certainly sensible to raise our awareness on how typography can impact our perceptions, especially from a branding and packaging perspective.
As Letraset opened up type in the 70’s and 80’s, we now have a wealth of exciting and varied fonts available online. As a result, there has been a shift away from bland fonts for quite a few years now, placing typography as central to a Brand’s identity and voice.