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Fonts have personalities of their own and are used as decorative elements to convey a certain look and feel for products and businesses. When employed appropriately, they can be used to reinforce your message to your customers. So, for example, lawyers and doctors use conservative fonts to indicate their professionalism and graphic designers and artists use fancy fonts that reinforce the idea that they are creative people.
Whatever it is that you are selling, the fonts that you use to create your logo and decorate your Web site say a lot about your product. It's important to match the fonts that you use to what it is that you want to say to your customers. For example, elegant script style fonts work well for all things wedding related, while gothic fonts are very 'in' right now for alternative arts. Use the right font and immediately your audiences knows a lot about your business — mix these up and you confuse your audience with mixed messages about who you are.
The example image below shows how the personality of a font conveys a certain message
Unappropriate use of fonts:
about the business with which it is associated. In the top box are four fonts used for text logos for four businesses. None of these fonts are a good match for how we traditionally think about these businesses. The lawyers' names are too flowery; the wedding font looks scary, the tattoos look
silly and the children's fashion looks too conservative, therefore clashing with the businesses
they're describing.
However, if you rearrange the fonts so they better suit the four businesses, then it all takes on
a much more appropriate look.The fonts shown below look more appropriate. The font that looked scary for a wedding works just fine for a tattoo business, the lawyers look like lawyers and the wedding business looks just as we expect it to. The font for the children’s' fashion business gives a youthful feel to the logo.
Appropriate use of fonts:
It's all about understanding who your market is and creating a look reinforced by the choice of font face and color that speaks to your market.
