7 Tips for Building Trust With Your Customers Using Font Psychology

font psychology

Choosing the right font for your logo is a lot like choosing spices for cooking. When you do it right, the result is sublime. If you choose wrong, then it’s a hot mess.

The human brain is a miraculous organ. It can pick up on the smell of leaves decaying, plus the chill of humidity, and voila! You’re thinking of fall.

It’s also the reason you can also see a font, like the bubble fonts of the 1960s, and start singing Sonny and Cher.

Marketers use these subliminal associations to form a bond with their customers. The right font is one of the keys to doing this.

You can create trust with your client by selecting the right font combinations. But how do you know which fonts to pick?

The answer is simple: font psychology.

What is Font Psychology?

Think about how marketers use color psychology. You see a color, like red, and your brain interprets it into a message. Red at a traffic light means “Stop.” Red in a clothing store means “Passion.”

The psychology of fonts works the same way. To create trust, you want to choose fonts that are true to your brand. What your client sees in your font is what they’ll get from your business.

But how do you use font psychology to your advantage?

1. Learn How the Brain Sees a Font

When you see a font, your brain breaks it down, interprets the parts, and the recreates it to mean something to you. This happens within a matter of milliseconds.

The first part involves your brain identifying the different aspects of a font. What is it’s weight (heavy, or thin)? Is the spacing loose or tight? Is it large or small?

With a little creativity, you can use these parts to describe your ideal customer.

Let’s say you’re creating a fitness logo. If your dream client is a strong, muscular man, then your font should be heavy, large, and loose.

If your fitness company is more for women, then the font should be thin, tall, and loose.

2. Make Your Fonts More Trustworthy With Association

Our brain is always trying to find a way to fit new information into an existing pattern. That’s why choosing a font with strong associations is a good idea.

Here’s an example of a positive association. Think about the fonts for Rocky Horror Picture Show and Goosebumps. These two franchises are advertising to different audiences, adults, and children. But both fonts promise their audiences the same thing: this is a scary franchise.

While choosing a font with a strong association is a good idea, be careful of the context you’re putting it into.

For example, let’s say a law office sends a rejection letter to an interviewee. Instead of using a professional looking serif letter font they choose comic sans.

Now comic sans is a fun font. They might have chosen it because they wanted to soften the blow of the rejection. But because they used it in the wrong context, the rejection stings even more.

3. Know the Five Different Types of Fonts

There are five main groups of typeface you can use in your logo.


Serif fonts have little “feet” at the ends of their letters. Times New Roman is a common serif font.

Serif fonts communicate reliability, respectability, tradition, and comfort.

Sans Serif

Sans serif fonts don’t have the feet at the end of their letters. It communicates stability, cleanliness, modernity, and objectivity.


Script looks like it was handwritten, and is often connected. It communicates creativity and elegance.


Display font is the kind of font you’d see on a sign. It’s friendly, expressive, and unique.


Century Gothic is a good example of a modern font. It’s strong, stylish, and progressive.

4. Consider Other Elements of Font Psychology

You can emphasize different aspects of your logo with other design details.

  • Slanted or Straight– Slanted fonts communicate speed.
  • Light or Bold– Bold needs attention, but light is more relaxed.
  • Simple or Complex– Complex fonts show creativity, but only if they’re legible!
  • Rounded or Angular– Rounded font is more relaxed, angular is more professional.
  • Lowercase or Uppercase– An example of an effective lowercase font is Dove’s Advanced Care Deodorant. The lowercase sans serif font advertises clinical discretion about your smelly pits.
  • Separated or Connected– Connected fonts show ease and togetherness.
  • Short or Tall– Tall fonts are often elegant fonts.

5. Choose the Right Combinations

Having a solid font combination creates visual interest and trust with your audience.

You can select contrasting fonts, like serif and sans serif. But make sure they communicate the same message. Choose calm fonts from both types, or strong fonts instead.

While you don’t want your fonts to contrast too much, the client should still know there’s a difference. You don’t want to confuse or distract your audience from your content.

6. When in Doubt, Mix Serif and Sans Serif

Serif and Sans Serif are the two most common types of fonts for a reason. This combo communicates reliability and innovation at the same time.

Make sure that your fonts match in height. Choose serif fonts that don’t have distracting “feet” on the end of their letters. Keep the moods similar, but different enough to create interest.

7. Combine Font Psychology with Color Psychology

The last step for choosing the right font for your logo is the color.

Blue, green, and white are all colors that communicate trustworthiness. Blue is a good color for relaxing fonts because it communicates peace.

Green makes us think of nature and rootedness.

White is a color associated with purity and innocence.

Whatever color you choose, it must be legible. If no one can read your logo, then your audience won’t trust you.

Want More Tips on Creating Amazing Logos?

Apply what you’ve learned about font psychology to making a remarkable logo.

We have tons of articles and resources you need to create a great logo for your business or blog. Check out our site for tips on picking the right fonts, colors, and graphics for your logo.