Logos, Pathos, Ethos Type

There is substantial evidence that type design has considerable impact on the reader and that designers and non-designers perceive typography differently. Therefore I looked at existing psychological research that attempts to quantify the effect of typeface designs. Using the Font Effect poster as a guideline, I am working on a font that is potentially very persuasive in its impression by combining traditionally separate categories of typography. “Sans-Serifs” for traits such as Consistency and Logic (Logos), “Humanist” for emotions, imagination (Pathos) and “Serifs” for credibility and trust (Ethos).


Kai Damian Matthiesen