Every day we read words—on mobile phone screens, in street advertisements, on restaurant menus. But without realizing it, it's not just the content of the words that influences us. The shape of the letters also speaks for itself. That's the role of typography: the way letters are arranged so they're not just readable, but also felt.

More Than Just Letters

Typography is more than just a font style. It creates impressions, establishes hierarchies, and even influences decisions. Research on font psychology shows that letter choices can shape readers' emotions and perceptions, even before they have a chance to understand the words. [designmodo.com†source]

That's why global companies carefully choose fonts for their logos and campaigns. So do we: the font choice on our CV, presentation, or portfolio can be the first signal about who we are.

What is the Meaning Behind Each Style?

Serif: gives a formal, stable, and credible impression. Often used in books or institutions because it is considered serious and trustworthy.

Sans-serif: clean, modern, straightforward. Used by Google and Spotify because it implies innovation and simplicity.

Script: resembles handwriting, giving a personal and emotional feel. Suitable for intimate or elegant messages.

Slab serif: thick, strong, and bold. Used on posters or billboards to attract attention from a distance.

Decorative : full of variety and uniqueness. Quickly attracts attention, but can feel gimmicky if misplaced.

Semiotics and Visual Psychology

Why is typography so influential? Because the human brain reads visual forms much faster than text. In semiotics, every sign (including letters) carries meaning—not just from the written words, but also from the shape of the letters themselves.

• Shape : sharp corners give a firm and serious impression, smooth curves give a friendly and flowing impression.

• Thick vs. thin : bold letters feel strong and confident; thin letters feel light and elegant.

• Space between letters : tight gives an intense impression, sparse gives a calm impression.

Fonts also carry certain associations. Serif is often seen as traditional and serious, sans-serif feels modern and simple, while script conveys a personal feel. Research also shows that serif is more legible in print, while sans-serif is more comfortable on digital screens.

For example, a CV written in Comic Sans will give a very different impression than one written in Helvetica—even though the information is the same. Font psychology research shows that Comic Sans is often perceived as casual and informal, while Helvetica is considered neutral, modern, and professional.

That is why, the choice of font can influence how others perceive the content that is actually exactly the same.

Reflection: Your Font Choice

Typography is a tool, not a rigid rule. But it can be a reflection of what you want to convey.

Reflection: If you had to choose one font to represent yourself today—what would you choose, and why?