{"id":3447,"date":"2016-05-04T14:28:10","date_gmt":"2016-05-04T14:28:10","guid":{"rendered":"https:\/\/email.uplers.com\/blogs\/?p=3447"},"modified":"2024-08-01T10:26:10","modified_gmt":"2024-08-01T04:56:10","slug":"demystifying-the-psychology-of-fonts-in-emails","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/demystifying-the-psychology-of-fonts-in-emails\/","title":{"rendered":"Demystifying the Psychology of Fonts in Emails"},"content":{"rendered":"

Internet and emails is the lifeline that connects us to every happening in the world, while on the move. So when you open an email, what is the first thing you observe in the content? Headlines? Images with attached captions? Ads?<\/p>\n

Ever considered what all have in common? Fonts and colors!<\/em><\/p>\n

While Colors in emails evoke different emotions and speaks about a brand\u2019s value proposition, personality and presentation; Fonts communicate your brand to your subscribers and customers, but a font\u2019s true purpose is to be read. (Even here your attention was quickly caught by the bold typeface)<\/p>\n

\"\"<\/a><\/div><\/div>\n

Just like there is no single \u201cPerfect\u201d color for every brand, there is no single \u201cApproved\u201d font. Fonts are intrinsic to the typography of digital content and a really exemplary typography has one prime purpose – Utmost Readability. Most people assume Legibility and Readability in emails to be same. However, there is a vast difference between them.<\/p>\n

\"Picture1\"Readability follows a hierarchy of uniformity amongst body text. (<\/i><\/em>Source<\/i><\/span><\/em>)<\/i><\/em><\/p>\n

Scanned or Skimmed: Understand how you \u2018see\u2019 words.<\/h3>\n

Read the following two paragraphs and time yourself each time:<\/p>\n

    \n
  1. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jmups over the lazy dog. The quick brown fox jumps over the lazy dog.<\/li>\n
  2. Welcome to Reading 101. Sit down. Pick up a book. Focus on the first word, follow with second word. On reaching end of the line shift the to word on the next line.<\/li>\n<\/ol>\n

    Even if you couldn\u2019t time yourself, you should have noticed that reading first paragraph was quicker since it had the same sentence repeated. Such kind of reading is called Skimming<\/em>, i.e. Neglecting words and focusing on keywords.<\/p>\n

    Now once again read both paragraphs and find the error in both lines. Got it? Excellent! This time you went through each word, and this is called Scanning<\/em>. Independent on how you read your emails, a proper font makes a difference in your cognitive thinking abilities and also willingness to read the email.<\/p>\n

    \"\"<\/a><\/div><\/div>\n

    Using Simple Fonts vs. Fancy Fonts in Emails<\/h3>\n

    Studies<\/a> indicate that readers tend to take more time (around 86% longer) reading fancy fonts like Brush script than simple fonts (Arial) as it was hard to read. Also, the willingness to read the exercise dropped in case of fancy fonts compared to simple fonts.<\/p>\n

    \"text-type\"<\/p>\n

    So have you picked your pitchforks to banish the fancy<\/strong> fonts? Hold on!<\/p>\n

    A survey conducted with fonts in a restaurant menu revealed that people perceive the chef in restaurants whose menu is written with fancy fonts to be more skilled. Similarly, in emails to gain class and sophistication make use of Fancy fonts, but Beware!, you also stand a chance to scare them away before they even read the first line if your entire email body<\/a> contains same<\/em> font.<\/p>\n

    \"Mr-Fogg-Tavern-680x4329\"<\/p>\n

    Fig: An Email Newsletter with 3 different set of Fonts associated with Midwest Saloon theme.<\/i><\/em><\/p>\n

    \"\"<\/a><\/div><\/div>\n

    Best practice is to reserve Fancy fonts for Headlines in order to catch attention and then follow through with Simple fonts.\"We-Hope-You-Stick-Around-680x8859\"<\/p>\n

    Home Furnishing Company Domino makes use of 2 contrasting Fonts to separate Headline & Body in each sections.<\/i><\/em><\/p>\n

    Fonts and Email Clients<\/h3>\n

    Amongst the plethora of the available fonts, email clients shall only display fonts that are already installed on your recipients\u2019 devices. So depending on the different email clients<\/a> you have to provide fallback font options.<\/p>\n