Font Psychology: Reading Between the Lines | How fonts can influence us subconsciously | Jenn Wells Design

Confession: I’m not a huge typography nerd. A few weeks ago, I was having a conversation with some friends about the fonts used in an ultra hipster café we brunched in. I was happily going on about the quirkiness of fat-face fonts when they started naming their favorite sans serif fonts and I realized I was in over my head.

I can’t tell the difference between Helvetica and Ariel. If you put them side by side on the page, sure, I’ll see that there’s a difference.

Font comparison showing the difference between Helvetica and Arial

Oh wait. I was wrong! To me they both just look like general, nondescript font that isn’t going to piss anyone off too badly or draw an excessive amount of attention. Perfect for body copy where you want the focus on the meaning rather than the appearance.

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Doula Logo Design Process | Full logo design process for Aurora Estella Doula Services from concepts to final logo | Jenn Wells Design

The Client

Rachel came to me wanting to brand her new doula business entirely from scratch. We discussed her mission statement and target market – to make doula services available to everyone, including younger moms-to-be and those with a lower income. And then we talked visuals – what fonts and colors she likes, hates, or thinks would best represent her business, and what kind of feel she wanted the business to have. We decided to aim for something a little warmer and more comfortable to reinforce her goal of accessibility.

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