Just the act of looking at a certain font face can involuntarily stir up powerful emotions or instill a sense of nostalgia. This is why a font like Comic Sans can be so hated by designers and yet so widely used by small businesses online; because Comic Sans was designed to feel fun and playful, and that’s a tough emotion to resist.
If you want your ecommerce store’s branding to emotionally connect with your customer, you first have to understand the psychology of fonts.
For an example, check out this graphic by Company Folders:
