"We all know that we are influenced in many, many ways - many of which we remain blissfully unaware of. Could typefaces be one of them? Could the mere selection of a typeface influence us to believe one thing rather than another? Could typefaces work some unseen magic? Or malefaction?"
This fascinating question, presented in a recent
New York Times article, got me thinking about logos and the power of a typeface or font. The author suggests that the "look" of a word on a page can actually bring a different meaning, or sense, to the word or a passage of type. For graphic designers and typographers, this is the very essence of their magic. Finding the right balance of message, tone, accessibility, and professionalism is a juggling act on a tight wire.
For those who have been involved in the branding process, finding the right font is often the hardest part of the process. Everyone has an opinion, and they are often counter to the typographer's advice or rule-book. Sans Serif fonts (without the tiny tails at the ends of letters, such as Helvetica, and Aria) are considered less formal, more modern, and upbeat whereas Serif fonts (Garamond, Times) are more traditional, formal, conservative, and timeless. But there are many law firms who use a Sans Serif font to wonderful effect just as Google uses a Serif font to convey one of the most modern, cutting edge companies of the twenty-first century.
So how to choose fonts? This is where a graphic designer can help guide a company through the process of brand identity, so critical in today's visual world. Consistency is king. Integrating the brand in every aspect of a company's marketing materials will result in both better brand recognition and a sense of professionalism.
So for you doubters, here is the result of the experiment discussed in the above article: Of six common fonts, Baskerville stands out as most "believable" and Comic Sans as the least "believable." The data tells us:
"Baskerville is different from the rest. I'd call it a 1.5% advantage, in that that's how much higher agreement is with it relative to the average of the other fonts. That advantage may seem small, but if that was a bump up in sales figures, many online companies would kill for it. The fact that font matters at all is a wonderment."This is without adding the effects of page layout and use of graphics, for the full influence, but the study shows, fonts alone matter.
Since we make font choices everyday when we create a Word document, or even compose an email, it is a good reminder. Where you can control the selection, do it with deliberation and when possible, follow a branding plan. And the next time you want someone to believe you, try
Baskerville.
Carol Jones is a graphic designer and marketing specialist. Her company, JonesHouse, Inc., specializes in identity branding and efficient marketing plans for all size companies and organizations. Visit her at JonesHouseInc.com 
