STUDYING THE IMPORTANCE OF FONT CHOICE IN BRAND IDENTITY AND BRANDING, AND HOW IT INFLUENCES CONSUMER PERCEPTIONS OF BRANDS

Abstract

A successful brand identity is largely dependent on the font choice used in branding. The font used in a brand's logo and marketing materials is one of the most important visual components that consumers frequently use to judge a product or service. The purpose of this research project is to examine the significance of font choice in brand identity and branding as well as how it affects customer perceptions of brands. A key element of branding, advertising, and communication is typography. Numerous studies have looked at how the choice of font affects emotional response, brand impression, and information retention in a range of circumstances and demographics. Particularly, sans-serif fonts are linked to a more contemporary and casual tone while serif fonts are frequently associated with a more official and serious tone. Font style and size can both have an impact on how quickly you read, how well you understand what you are reading, and how much work it feels like. According to the findings of these studies, typography needs to be taken into account in communication and branding initiatives for businesses and organizations. Businesses can have a favourable impact on emotional response, brand perception, and information retention by using the proper typeface. In conclusion, this research project offers insightful data on the significance of font selection in brand identity and branding as well as its impact on customer views of brands. The results imply that the choice of font should be an essential component in the development of a brand. Marketers and brand managers may develop a unique brand voice that resonates with consumers, boosts brand awareness, and fosters customer loyalty by carefully choosing fonts that are consistent with the intended brand attributes.