Psychologist Kevin Larson of MIT conducted one of the most noteworthy studies regarding font usage and emotion. Tailor your font choices to what visitors want to see and feel comfortable reading.īeyond your reader’s general impression of your business, fonts can help your readers respond to your calls to action and, consequently, drum up more business. If you are writing in something playful, like Comic Sans MS, they may not take your business as seriously. If you are writing in a more serious font, your readers will assume you are a more serious business. This same concept applies as you invite readers to learn more about your business.

Each font gives the reader a different impression of the content they will read as well as an impression of the author of the message. You might have pictured a child’s birthday party for the first, a fancy dinner party for the second, and some sort of themed party for the third. What kind of party did you picture yourself going to for each different font? Font’s Impact on How People View Your Business Choose a “bad” font, and people may click away without even reading what you have to say, let alone follow through with an action. Pick the right one, and you’re more likely to make a connection, gain trust, and ultimately earn visitors’ business. Why? Because research has shown that people actually react to different types of fonts on an emotional level.

It may seem like a waste of time, but making the effort to research the fonts for your website can make a big difference in the number of conversions you get – or don’t. If you think the fonts you select for your business won’t impact your bottom line, think again.įont is one of the most important design elements of your webpage, business cards, and other media you use to communicate to clients and prospects.

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