How Does Font Affect a Company’s Perceived Value?

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We all know that Comic Sans looks like a second grader practicing how to write capital and lowercase letters. It’s the font we would imagine to be on little girl’s “Lemonade For Sale” sign. It’s anything but professional. Errol Morris, a contributor the New York Times blog, conducted a research study that discovered people were more likely to trust a statement when it was written in Baskerville than when it was written in Computer Modern, Georgia, Helvetica, Trebuchet, or Comic Sans, according to Fast Co.Design.This study only consisted of 45,000 readers, so imagine what it would be like if everyone in the world was tested on the ads or articles in which they come into contact. CBS News stated that the average person is exposed to 5,000 ads per day. A company doesn’t have time to waste on typeface that lacks in perceived value.

A business’s onscreen writing is the only thing a reader has to go by when judging its credibility; it mirrors the company’s personality. A font does more than spell out words. In fact, it communicates the functionality and aesthetics of the product or service being presented.As a society, we have socially constructed meanings behind typography, which is why we are able to (or should be able to) distinguish appropriate fonts from inappropriate fonts. This concept is similar to the way you dress yourself – you wouldn’t wear your pajamas to a job interview, and you wouldn’t wear your interview clothes to bed.First impressions don’t always correctly depict one’s capabilities (or the credibility of a company), but unfortunately, that’s sometimes the only chance you get. Pick the right font or you run the risk of having your business’s reputation tainted by an undermining typeface.

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