Generational Attitudes Towards Typefaces Fonts serve three main purposes in good design: 1. They help convey the tone and sentiment of your message. 2. They enhance readability. 3. They keep the design visually appealing. We all have a favorite font—but picking favorites doesn’t always lead to the right choice for your project. An important step in choosing the right font is to think about the generation you are marketing to. Each generation – from Baby Boomers to Generation Z – have impacted how we design and communicate. Let’s first set the stage: Is a font a typeface or is a typeface a font? A typeface is the name of a speci c collection of fonts, like Arial. It features consistent aesthetic qualities across various weights or styles within its groups. The word font, however, refers to speci c attributes such as size and weight within that family. For instance, Arial Bold and Arial Narrow are distinct fonts under the same typeface. What is a serif font versus a san serif font We refer to serif and san serif fonts in this blog – but that may be new terminology to some of you. Serif fonts are known for the strokes that extend from the edges of the character – think of the feet that ground each letter. They carry a sense of tradition and re nement. A few examples include: Times New Roman Georgia Baskerville San serif fonts ditch the strokes and embrace a sleeker, more straightforward design. They provide a more modern aesthetic to your design. A few examples include: Arial Roboto Gill Sans Now let’s talk about the font preferences for each generation: Baby Boomers 1946 to 1964 This generation came of age during a time of immense change, so they gravitate towards fonts that are simple and practical. When choosing the right font, prioritize function over form. For this generation (who may be experiencing age-related vision changes), you should consider font size, kerning—the spacing between letters or characters—and line. While they may be viewed as bland and boring, serif fonts like Times and Garamond are easier on the eyes. Simple sans serif fonts like Helvetica and Gill Sans are also easy to read. Bolding type or underlining works better for emphasis than using italics .
Gen X 1965 to 1980 This generation grew up during a time of political and social upheaval, so they tend to gravitate towards bold, edgy and unconventional designs. However, they were also the first generation who embraced technology, so it’s important to blend minimalist design principles with unconventional design elements. Though they’ve been exposed to more diverse fonts than Baby Boomers, they embrace the clean lines of san serif fonts like those in Din or Avenir. They may also be experiencing vision changes, so considerations around font size, kerning—the spacing between individual letters or characters—and line spacing…kerning and line spacing should be made. Millennials 1981-1996 This generation grew up during the rise of the internet and social media, so they are all about personalization and self-expression. They value whimsical typography but appreciate designs that are relatable and accessible. They appreciate fonts that are versatile and unique, leaning towards san serif fonts like Lato and Grotesk. (Want to see Grotesk in action? Check out the latest Cougar Paper Trails promotion!) Gen Z 1997 to 2012 This is the youngest generation, and the rst digitally native group. Their preferences re ect growing up in a highly connected, fast-paced world. They embrace fonts that are quirky but easily readable on screen. Great san serif font that may resonate with this generation is Futura and Graphik. Size Considerations for Copy and Headlines When creating a headline, it’s best to keep it between 18 pt. and 28 pt. (This is a guide, not the rule – you choose what is best for your design!) More attention should be made to the size of your support copy. To ensure the best experience for all generations, it’s best to keep copy at 11 pt. to 12 pt. You can also enhance readability of copy or headlines by increasing the spacing between the lines of text, using at least 25% more than the type size. Another trick is to use bulleted lists or indention to help make information clearer and easier to read. Interested in learning more about marketing to di erent generations? Be sure to check out our blog about color psychology as well as the paper perceptions of Gen Z. Sources: https://fontsinuse.com/
