According to psychological research, we treat each font kinda like people—we give each font its own “personality.” For example, Americans find satire written in Times New Roman funnier and sassier than in Arial. These research findings mean the fonts you choose for your landing page will impact how visitors understand your copy. You might not even realize that you’re giving your landing page an underlying tone through your typography. For example, the name “Browman & Sons” can look like it belongs to a different business depending on the font you write it in. Which of these font choices looks like it belongs to a law firm? Which should belong to a record store?
You’d probably associate the first typography choice with a law firm and the second with a record store. (Unless you’re working with some funky lawyers.) The first example’s use of a traditional font feels professional, while the second example’s round script feels fun, vintage, and artsy. When a font carries baggage Since we assign every font its own character in our brains, some fonts also have specific reputations in our minds—good and bad. Plenty buy email list of fonts carry a backstory due to branding. Look at this logo and ask yourself: What’s wrong with this picture?
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Pop this logo on a hoodie and call it fashion. Supreme and Disney are two brands with very distinct fonts, so pairing the Supreme-style logo and a Disney-ish font just doesn’t look right, huh? Sometimes, a font has a not-so-great reputation. For example, many folks consider fonts like Jokerman and Comic Sans cheesy. Keep your font’s reputation in mind and how it’ll affect your landing page. If each font is like a person, you want to keep a network of fonts with good reputations and no conflicts of interest.