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Luxury Branding
Tactic

Luxury Fonts Are Thin, Spacious, and Uppercase

Just like the stereotype of the upper class, luxury fonts are tall, thin, and beautiful.

A thin, spacious, and uppercase font

Overview

Fonts resemble traits from the real-world:

Person running resembles forward lean of italic font, short and bulky bodybuilder resembles stature of short font, tall and thin model resembles the luxuriousness of a tall and thin font, people holding hands resembles a perceived sincerity of fonts in which the letters are touching

Luxury fonts should resemble the typical perception of upper class people – such as tall, thin, and beautiful. Something will “feel right” about these fonts.

Why spacious? Because products seem more valuable with more space (Sevilla & Townsend, 2016).

Why uppercase? Because brands seem more luxurious with uppercase letters (Yu, Zhou, Wang, & Wang, 2022). Lowercase fonts are too friendly and approachable (Teng, Xie, Liu, Wang, & Foti, 2021).

  • Sevilla, J., & Townsend, C. (2016). The space-to-product ratio effect: How interstitial space influences product aesthetic appeal, store perceptions, and product preference. Journal of Marketing Research, 53(5), 665-681.
  • Teng, L., Xie, C., Liu, T., Wang, F., & Foti, L. (2021). The effects of uppercase vs. lowercase letters on consumers’ perceptions and brand attitudes. Journal of Business Research, 136, 164-175.
  • Yu, Y., Zhou, X., Wang, L., & Wang, Q. (2022). Uppercase premium effect: The role of brand letter case in brand premiumness. Journal of Retailing, 98(2), 335-355.