Did you know that 90% of product design decisions are based on color? Color has many associations with different areas of life, and can influence a viewer based on culture, background, and psychology. In addition to color choice, the typeface choice in a design has an effect on the viewer and reader just as well. A large amount of someone’s first impression of a company comes from its typeface, and with it, the meaning that it conveys. There are four major psychological factors in typographic design—inferences, meaning, legibility, and look and feel.
The style of the text has a large impact on the viewer’s perception, even if the viewer doesn’t have much knowledge about typography. For example, using a bold typeface generally indicates importance and power, and script fonts imply sophistication or luxury brands. Some more decorative typefaces have specific themes that can be used to influence the viewer’s interpretation of the design.
Visual and verbal meaning can go hand in hand when the connection between them is natural. A study found that many people prefer round, soft fonts and found them easier to read than more angular ones.
The legibility is the first, and most important, part of any type design. If you can’t read it, it becomes pointless and distracting, but if it is too simple, the reader will skim by it and not remember it as easily. Finding this balance between legibility and simplicity is key for a good design.
Look & Feel
To make a memorable logo, the most important thing to think of is how to make it feel like the company. Find a good combination of color and typeface to create the perfect fit for you; do you want to be seen as structured, friendly, hardworking, approachable, fun, or a combination of many? It’s up to you to make that first impression lasting.