Why fonts matter
| 15th September 2020
The font used by you and your business says more than you might first think, according to a new study.
Researchers took an in depth look into the typefaces we use in our day to day life and discovered that almost three quarters of workers (70 percent) insist HOW we write is as revealing as WHAT we write.
In fact, the data by promotional products retailer 4imprint, shows that three in ten (31 percent) of those polled said they make a first impression of someone based on their email font BEFORE they’ve even met them in person.
It appears that every font has a personality. The research reveals that people who use Arial are the most likely to be serious and professional, according to 37 percent of the nation.
People who fire off missives in Times New Roman are likely to be ‘traditional’ (14 percent), while those who opt for Century Gothic are more inclined to be academic and bookish (10 percent).
Pacifico users are adventurous and extroverted (20 percent) while individuals that opt for Rockwell are perceived as ambitious (10 percent).
A spokesperson for 4imprint, which commissioned the findings, said: “It’s clear that the font we use can make a lasting impression in the business world.”
The research reveals that 22 percent of people have confessed to feeling embarrassed by a work colleague’s choice of font.
A further four in ten of us have even told a friend or family member to change their email font so they didn’t give the wrong impression.
When it comes to business logos, its market report reveals why fonts matters, as almost half (48 percent) of those surveyed said that wouldn’t buy a product or service from an organisation that used italics in its marketing or logos.
Four in ten (40 percent) added that ‘less is more effective’ when it comes to typeface styles.
Nearly two thirds (63 percent) of respondents said that they wouldn’t read any form of literature if it was written using the Comic Sans MS font.
Is the typography used in communication really that important? It matters because the fonts chosen can have a profound effect on the people reading the word as the ultimate goal is to transmit an idea.
One of the reasons why some fonts make you feel a certain way is because of the deep links in culture.
Promotional merchandise is a key way to increase brand awareness and, in turn, helps to influence buyer behaviour.
4imprint a offers wide range of promotional products from pens and notebooks to clothing and mugs. It also has a 24 hours range of products that can be delivered the next day.
