Typography Matters: New Research Reveals How Fonts Make Us Feel Depends on Where We Live

"The differences in the UK and France results show us how much two geographically close cultures can have varied reactions to typography and language," remarked Damien Collot, Creative Type Director at Monotype in France. "For brands creating advertising campaigns and organizations running public information campaigns, having a research-based understanding of how responses to font choice vary across different regions and languages is a key to potentially unlocking deeper, more meaningful engagement with audiences."   

"The differences in the UK and France results show us how much two geographically close cultures can have varied reactions to typography and language," remarked Damien Collot, Creative Type Director at Monotype in France. "For brands creating advertising campaigns and organizations running public information campaigns, having a research-based understanding of how responses to font choice vary across different regions and languages is a key to potentially unlocking deeper, more meaningful engagement with audiences."   

Where Art Meets Science

Since 2021, Monotype has been researching the hidden power of typefaces to shape our emotional responses, and the ways in which they convey emotion, shape perceptions, and influence brand identities. The latest findings offer new guidance for marketers on how to adapt brand strategies and creative executions for different regions, taking cultural and linguistic differences into account.

Key findings of the report across all regions include:

Cultural Considerations

The report reveals that type choices and emotional responses vary across different languages and cultures. While designers and creatives often have a sixth sense for the emotional response different fonts can convey, this sense is frequently bound by their own cultural and linguistic experiences. This report emphasizes the value of considering research into regional differences in responses to type when making font choices for international brand and marketing campaigns. 

Key Findings from Various Countries:

Monotype's latest research on cultural font perception encourages brand and public information decision-makers to think beyond color and logos and to consider the emotional power of type as a crucial tool in building memorable, engaging, and impactful messages and campaigns. 

"Everyone brings their own history and personal perceptions to a typeface," notes Phil Garnham, Executive Creative Director at Monotype. "But what's fascinating about our research is that it reveals those perceptions are, at least in part, influenced by where we live and the history of our culture and language. Our research is not exhaustive (to date, we've studied eight countries around the world) and as we continue to expand and diversify our research program with Neurons, we expect to uncover more insights on the complex, nuanced, and infinitely fascinating interplay between type and emotion." 

All the data in the report was collected by Monotype and Neurons through a series of surveys and studies comprising 1,957 participants. In countries using Latin typefaces, three contrasting typefaces were tested including FS Jack, Gilroy, and Cotford. In Japan, tested fonts include DNP Shuei Mincho, Shorai Sans, and Tazugane Gothic. The survey encompassed three types of stimuli including single words, sentences using these words, and sentences incorporating a mock brand. Respondents evaluated these combinations, considering a range of emotional metrics, including sincerity, memorability, trustworthiness, and confidence.

To learn more about the profound influence of typography on brand success, access the full report, and explore case studies, visit Typography Matters.

About Monotype 

Monotype creates brands that matter with type, technology, and expertise. 
The company partners with leading foundries to deliver the broadest inventory of high-quality typefaces in the world. Further information is available at www.monotype.com. 

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