One way that fonts influence our emotions is through taste. Sounds weird, right? But each font has a unique “flavor” based on the shapes and boldness of the letters. We associate the shape and weight of a font with certain emotions, and then we connect those emotions to food. For example, a thin sans serif font is light and simple, but a heavy black font has a lot more weight to it. It’s like eating a salad versus eating a steak. Likewise, there’s a difference between jagged and round fonts. We connect jagged fonts with a sour taste, because the sharp edges give off a harsh feel. But a round font reminds us of the smooth, curved edges on a piece of candy, so we’re more likely to think of them as being sweet.
Most designers need a lot of practice before they can recognize the exact flavor of a particular font. But you can start by learning the basic flavor families. Get a general idea of what your font tastes like – and how it affects your audience’s appetite for your product – with this handy infographic from Company Folders.
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