Choosing the perfect font for your brand's typography might seem like a daunting task. After all, the typography you choose is much more than just decorative text—it is a silent communicator that carries your brand's personality, story, and essence. The right font speaks directly to your audience, eliciting emotions and setting the stage for your brand's narrative. At Human Saucer, we have honed a methodical approach to unraveling the power of typography and guiding brands toward the right font selection. This piece provides an in-depth exploration into the world of fonts and how you can select the perfect type for your brand's unique identity.

Typography and Brand Personality

A font's most profound role is to mirror and express your brand's personality accurately. A well-selected font aligns with your audience's sensibilities, resonating with their mood, attitudes, and expectations.

Take, for example, the luxury brand Tiffany & Co. The iconic brand uses a crisp and elegant serif font that aligns perfectly with its sophisticated, timeless personality. The font conveys a sense of tradition, reliability, and luxury — precisely what the brand stands for.

So, when choosing a font, ask yourself: Does this font style embody my brand's personality? Does it communicate the ethos and character we want to express?

Typography's Aesthetic Influence on Packaging

Packaging is the first physical touchpoint between your brand and the consumer — a make-or-break moment. Typography plays a crucial role in this interaction, contributing to the overall aesthetics and the story that your packaging narrates.

Consider the playful packaging of Innocent Smoothies. Their approachable, rounded, and casual font choice immediately creates an atmosphere of warmth and friendliness. This font, coupled with a conversational tone, reinforces the brand's cheerful and straightforward personality.

To leave a memorable impression, your font should be scannable, easy-to-read, and align with your audience's expectations. Consider how your brand's personality can be communicated through your packaging, using a potent mix of visual design and written storytelling.


In an increasingly visual world, it's easy to forget the importance of text. However, even as images become more dominant, the significance of text, especially its readability, cannot be overstated.

Look at tech giant Apple. They use the San Francisco font across their products and branding—a typeface designed for maximum legibility, even down to tiny sizes on screens. This focus on readability enhances user experience and aligns with Apple's commitment to intuitive design.

In an era where attention spans are short, ensuring your chosen font is clear, legible, and compliments your overall branding is paramount. Opt for simplicity and clarity, allowing your audience to grasp your message swiftly.

The Craft of Font Selection: Understanding Examples

To navigate the extensive world of fonts effectively, it's beneficial to familiarize yourself with key examples and their associated brand personas:

Serif fonts like Times New Roman or Baskerville exude a sense of tradition, respectability, and reliability. They are often favored by long-established, upscale brands.

Sans-serif fonts such as Helvetica or Arial are modern, clean, and straightforward. Tech companies and startups frequently use them.

Script fonts, including Brush Script or Allura, express creativity, elegance, and intimacy. They're often used by brands in the creative or luxury sectors.

Display fonts like Impact or Bebas are distinctive and strong. They're used for short, impactful text and often seen in the entertainment industry.

Remember, the right font is a powerful asset that can add depth to your brand's identity. It's a careful choice, born from a thorough understanding of your brand's persona, the message you want to convey, and the emotional connection you aim to establish with your audience.