7 Typography Facts You Need to Know

Typography plays a crucial role in design, influencing how we perceive and interact with content. The choice of typeface can set the tone, evoke emotions, and even impact trust. While personal preferences may vary—some love the simplicity of Roboto, while others admire the elegance of Helvetica—there are also scientific studies that shed light on the effects of typography. Here are seven fascinating typography facts to help you make better design decisions.

Fact #1: Baskerville is the Most Trustworthy Font

In 2012, Errol Morris conducted an experiment to measure how different typefaces influence trust levels. The results showed that people trusted statements written in Baskerville more than those in Georgia, Computer Modern, Helvetica, Comic Sans, or Trebuchet. If you want to add credibility to your design, Baskerville is a great choice.

Fact #2: Fancy Fonts Can Signal Expertise

Researchers at the University of Michigan found that decorative fonts can subconsciously make people believe a process or service requires a high level of expertise. This is why high-end restaurant menus often use elegant, elaborate typefaces—they create a perception of culinary mastery and sophistication.

Fact #3: Complex Fonts Slow Down Readability

While stylish fonts can add visual appeal, they may not always be the best choice for readability. The same University of Michigan study found that participants took twice as long to complete tasks when instructions were written in decorative fonts. For clarity and ease of reading, simpler fonts are often a better option.

Fact #4: Helvetica Improves Message Clarity

Certain fonts, like Helvetica, provide better readability due to their proportional letter spacing and balanced design. People with dyslexia or obsessive tendencies may struggle with irregular fonts like Comic Sans. If you want your message to be clear and accessible, Helvetica, Arial, Verdana, and Courier are great choices.

Fact #5: Serif and Sans Serif Fonts Enhance Readability

For text-heavy designs, readability is essential. Research shows that people find it easier to read fonts they are familiar with. This is why widely used typefaces like Serif and Sans Serif improve reading speed and comprehension, making them excellent choices for body text.

Fact #6: People Notice Fonts More Than You Think

Even if people don’t consciously recognize a typeface, it still affects their perception. A study found that even design professionals often confuse Roboto with Helvetica. However, typography still influences behavior, mood, and engagement levels. This is why choosing the right font matters—even if your audience doesn’t realize it!

Fact #7: Certain Fonts Resonate with Specific Audiences

A study from Wichita Regional University found that different fonts appeal to different personality types. If you’re targeting authoritative individuals, use Times New Roman, Arial, or Cambria. For bold and ambitious audiences, opt for Impact, Rockwell Xbold, or Georgia. And if you want to connect with creative minds, try Gigi, Kristen, or Rage Italic.

These typography insights, based on scientific research, can help designers make informed choices. Keep in mind that most of these studies focused on English-language typography, so results may vary across languages and cultures. Still, understanding the psychology behind fonts can give you a competitive edge in design.