5 traits that define a typeface’s personality

Typography can have a crucial impact on a design’s effectiveness, and choosing the right typeface can also have a big impact on a brand’s personality, introducing subtle variations in its tone of voice, depending on the font used. 

For instance, geometric, sans-serif typefaces with homogenised proportions feel pure, clean, slick and modern – which is why so many technology brands embrace them. High-end fashion brands, however, will often opt for timeless elegance, using high-contrast typefaces with smooth curves, hairline strokes and edgy, bracketed serifs.

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Nick Carson

Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.