Perception of fonts: Perceived personality traits and uses

Often credited with creating first impressions, fonts are typically classified according to unique typographical features (serif, sans serif, etc) and overall appearance. The combination of appearance and typographical features often lead graphic artists and typographers to describe typefaces using personality traits (.less cuddly, more assertive, Berry, 2004). In a BBC audio program (Peacock, 2005), fonts were depicted as feminine and masculine, among other traits. Feminine fonts were described as fine, serifed, sleek, and elegant; masculine fonts were characterized as being blocky and bold. This study sought to determine if certain personalities and uses are associated with various fonts. Using an online survey, participants rated the personality of 20 fonts using 15 adjective pairs. In addition, participants viewed the same 20 fonts and selected which uses were most appropriate. Results suggested that personality traits are indeed attributed to fonts based on their design family (Serif, Sans-Serif, Modern, Monospace, Script/Funny) and are associated with appropriate uses. Implications of these results to the design of online materials and websites are discussed