How much influence different fonts have on the perception of a website?
Fonts are considered design elements and, as such, hold a certain visual power that allows you to use them as psychological elements to appeal to the user’s emotional sphere. They influence the way users perceive the text, product or site they are viewing, so a careful choice must be made when selecting the font that will make up the textual part of your site. This choice will have a big impact on UX, design and ultimately the conversion rate. The psychology of typefaces will help us.

Yes, but what is font psychology?

Font psychology is a sub-discipline of typography that studies the impact of different typefaces on human emotions and perception. Using this discipline to construct the design of a site improves the effectiveness of communication because it enables designers to make targeted choices to strike their target audience. As a chain reaction, you can see an improved user experience, resulting in increased conversions.

una grafica mentre spiega perché ha scelto uno specifico font per il sito che ha progettato

The importance of typography within the digital world

There are an infinite number of fonts, over half a million in the world. Surely you are familiar with Arial, Times New Roman, Helvetica, just to name a few of the most popular, and each font obviously has its own characteristics. In this article, however, we will mainly look at the aspect of psychology and emotions.
At the moment, you only need to know that the various fonts differ in weight, widths and styles. Those with similarities are grouped into the same family of related fonts to form a typeface.

When you select a font, you are not just making an aesthetic choice, you are choosing what will create a solid visual hierarchy and complete the graphic balance, thus becoming the centrepiece of the design.

Through your site and design, you generally aim to communicate something to the user, the story of your brand, what your goals are, the character and personality of your company; fonts helps convey these messages.
Some of these will have perceptual qualities that make them heavier, lighter, formal or more readable to the eye, so it will be important to understand which one fits best with the design of your site and the psychological traits you want to achieve.

The ultimate goals of a winning typography strategy are:

  • creation of a unique brand
  • implementation of UX
  • exploiting the influence of emotions on the user
  • attract, focus and direct attention
un graphic designer seduto alla scrivania mentre lavora al computer sulla scelta del font migliore

Extra tools at your disposal

It is true that the font you choose represents the general style imprint of your site, but you will also have other elements at your disposal to help you direct the user’s attention and guide them through the various pages.
To emphasise the psychological effects of a font, you can resort to:

Typographic emphasis

How to capture the reader’s attention? Emphasise words, sentences or paragraphs. Use bold type to enlarge the letters so that you capture the attention naturally, or opt for italics, underlining or strikethrough. Finally, you can also increase the size of the text for the parts you want to emphasise or combine fonts to emphasise a distinctive message.

HappyTips: do not overdo the use of too many different fonts, the user may perceive your site as disorganised and confusing. Also be careful not to choose contradictory fonts so as not to confuse the reader about the message you want to convey.


The psychology of colours is often applied in many aspects of our lives, and here too it proves useful because fonts can take advantage of colours and their perception by the user to evoke a certain type of emotion.

una grafica al computer mentre sceglie quali colori meglio si addicono al font scelto per il suo sito

The character hierarchy

It is possible to improve the readability of a site by creating a character hierarchy. The easiest way to do this is through size, the larger the font the higher it will be in the page hierarchy.

Happy tips: an ideal structure could be as follows (starting from largest to smallest): title – subheadings – body of text.
Remember that CTAs (call to action) are also at your disposal, here you must ensure that the font stands out from the rest of the text, use a different colour or increase the size.

A font for every web design

To choose the font that best suits your web design, you should first take into account the overall design of your site and the message you intend to convey to users.
However, there are other details you should make sure you do not overlook as unfortunately not all fonts are available on the various platforms.
So make sure you:

  • use system- and web-safe fonts
  • use a common and therefore widely used font library service
  • create spare fonts within the site code

A font for every brand

It has been proven that the choice of an appropriate font can greatly increase the success of a site, as it not only influences the user’s moods and emotions but also guides and directs their choices. During the selection process you should therefore bear in mind the perception and what emotions you want to arouse in the visitor once they land on your site.
Once you have done this and selected the appropriate fonts, just make sure you use them consistently throughout the site, remember that everything must be uniform and linear. Do not disorient the user, the perception of the site must always remain the same and the emotions generated should always be within the same emotional sphere so as not to compromise the integrity of the design and the site itself.

We can therefore conclude by saying that font psychology is an aspect of web design that should not be underestimated. In fact, it represents a very important tool that will enable you to improve, if used correctly, the effectiveness of visual communication and thus the success of a site.