Everywhere we go we are surrounded by letters, from street signs to social media, from packaging to instant messaging. All these places show us endless ways in which font can be used.

There is far more at play than aesthetics when it comes to choosing the right font. An often overlooked brand element, font is just as important as shape, colour, and layout. Font can dramatically impact your audiences' emotional response to your design or brand, and because of this, it is important to know which font reflects your intended tone of communication. This is known as font psychology.

In our day-to-day lives, we use our body language, our voices, facial expressions and body language to convey how we are feeling - from subtle cues to dramatic gestures. Fonts (and how and where they are used) can be just as powerful, expressing a similar range of feeling. The way that letters are shaped, beyond the words they form, affects how we perceive them.

When you create a design you are looking to communicate something specific, as well as elicit a considered emotional response. Understanding the psychology behind a font means that you will have far more control over how your audience will perceive and receive your design.

Fonts can be split into a few major categories:

Serif fonts are among the oldest form of fonts, first appearing around the late 15th century. The word "serif" refers to the small feet at the top & button of most of the letters. Serif fonts are generally seen as traditional, formal, timeless and reliable - values that those using them want to portray.

Sans Serif fonts are cleaner and more modern looking than their predecessors. They are defined by clean, straight lines, as the name quite literally means "without serifs". Because of this, these fonts often portray a clean, no-nonsense feel, emphasizing clarity, sophistication and simplicity. San serif fonts can also be bold and attention-seeking thanks to the variety of options within this category. Brands that choose san serif fonts often want to portray themselves as more innovative, sophisticated and bold.

More detailed and elaborate than other font families, script fonts are more cursive handwritten style font. Defined by flourishes and curls, these fonts should be used minimally as they impact readability. However, as they often mimic handwriting they can feel more fun or whimsical than other font choices. This font category has a wide range of diversity from fonts that are more calligraphic to those that look more like handwriting. Brands that use these fonts often aim to portray elegance, happiness, playfulness or creativity.

Display fonts are generally tailored to the needs of specific companies, forgoing convention in favour of uniqueness, individuality and expression. Named "display" fonts, they are mostly used in logos or large headings, rather than for long text. They come in a variety of shapes and sizes, tailored to individual needs but can be characterised by unique and prominent features that are key catching to viewers. These fonts are generally big, bold and quirky.

When considering your next design or logo you want to be sure to use each element to your advantage. Whether it's boldness, seriousness or fun that you want to portray, using the correct font can ensure that your design conveys the message that you are intending it to.