San Serif fonts can be associated with honesty and sensibility because they avoid using decorative elements that can distract the viewer from the brand message. These attributes make sans serif fonts look clean, modern and more engaging. Usually, Sans Serif fonts are associated with a more modern look and avoid extra decorative elements making them more readable fonts and that quality makes them a perfect choice for minimalist design projects focused on function over visual. The most common feelings associated with Serif fonts are trust, respect, authority, formality and tradition, and you can see them in some brand logos as the New York Times, Zara, ING or Vogue. As mentioned these typefaces are used for a formal look and it’s very popular across financial companies, colleges, editorials and fashion brand related to associate them with trustworthiness, elegance, class and tradition in some cases. The voice used by Serif fonts is a formal one, and it’s the perfect choice for brands who want to create brand awareness and trustworthiness across their potential clients. Serif fonts can transmit the feeling of class and due to their anatomy they can be associated with high-end brands and sophisticated looks, and due to their classical nature you can associate them with trust and respectability, that is why you can see many brands use them in their brand and identity projects to transmit authority and trustworthiness. The first typography syle on this post are Serif fonts, which is the most traditional option, as these type of fonts have been used for centuries they are associated with feelings of heritage and tradition at the same time that makes your brand feel established and this quality creates trust in your potential customers. What you will learn on this post is that every typography design and font-weight are associated with traits that we already have in mind and we as graphic designers need to play with it to create a cohesive graphic design project and use typography as a way of transmitting unconscious messages in a visual way through correct font pairing. One of the key parts of minimalist design style is that every design elements used in your layout must have a function if you want to learn more about minimalism you have a post about it here, as we try to use the less amount of graphic elements we need to use wisely that design elements we already have and transmit unconscious messages using psychology, I already have written a post about shape psychology, brand colors psychology and now I made this post dedicated to font psychology. I already talked on the previous post about the importance in transmitting unconscious messages through design elements to associate your design with different feelings at the same time that you can use these traits to associate your branding elements with some emotions.
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