Handwritten = human = higher sales?

Hey creatives!

It’s Sarah Levinger stepping in today!

I’m the founder of Tether Insights, and I’ve partnered up with the team over at CreativeOS to bring you something special…

You might’ve seen my work in Forbes or through brands like Fabletics, Hexclad, and True Classic, where I’ve helped scale growth using emotion-driven creative strategy.

With Tether Insights, I’ve built frameworks that decode the psychology behind WHY people buy. I’ve made it my mission to move far past surface-level data to uncover hidden beliefs that ACTUALLY drive behavior.

And today, I’m bringing one of those insights straight to you….

Enjoy!

How did we all miss this for so long?

Marketers have spent DECADES split-testing colors, CTAs, and button placements…

But somehow skipped over the actual way text is displayed on the page.

And of course, I’m talking about FONTS.

Yes, fonts. Literal squiggles of text.

Turns out:

If you're selling a hedonic product (something fun, indulgent, or emotionally rewarding), you’re 5.43X more likely to convert if you use handwritten fonts.

And if your product is utilitarian (functional, serious, practical), handwritten fonts actually hurt your chances.

Today we’re unpacking:

• Why this font effect works (with real science)

• What to use for hedonic vs utilitarian products

• Easy steps to apply it across packaging, ads, and digital

• And one quick way to tell which font your brand actually needs

Let’s break it down, font by font…

Handwritten fonts signal humanity. That’s why they sell.

This is the KEY insight.

Our brains read handwritten fonts as “created by humans.” They feel more personal, more emotional, more warm. Which makes them perfect for hedonic products. Anything you’d describe as fun, indulgent, or expressive.

We're talking:

• Chocolate, fashion, beauty

• Travel, decor, art supplies

• Entertainment, lifestyle, experiences

When you humanize the visual impression, you increase emotional resonance. Emotion = sales. Especially in non-rational purchases.

But for utilitarian products?

Handwritten fonts backfire.

When it comes to functional goods - things like tools, medicine, or taxes - we don’t want charm.

We want competence.

Machine-written fonts (think Helvetica, Futura, Arial) cue professionalism, reliability, and expertise.

That’s what you want when someone’s buying:

• Insurance

• Legal help

• HVAC repair

• Construction materials

In this context, handwritten fonts look amateurish, even childish. The opposite of trust-building.

The 5.43X conversion lift is real. Yes, real data.

Let’s get nerdy for a second.

Researchers from the University of Innsbruck and Babson College ran A/B tests using real packaging. Same product. Just a different font.

Examples:

• Crispbread: 30.4% chose handwritten vs 5.6% machine font

• Chocolate: 17.2% vs 3.4%

Yea. Even I had to reread those numbers.

And it’s replicable across categories. As long as the product is hedonic.

This only works if you’re not already a famous brand.

The effect drops when people already love the brand.

If you’re selling Coca-Cola, the font doesn’t matter as much. People aren’t looking for emotional cues. They already have an emotional connection.

But for new, niche, or challenger brands, THIS could be your edge.

Especially if you’re trying to win attention in a noisy market.

Use this decision tree before your next packaging, ad, or landing page:

1. Is the product hedonic or utilitarian?

   • If hedonic → Use a handwritten-style font.

   • If utilitarian → Stick to clean, machine-like fonts.
     

2. What emotional state are you trying to trigger?

   • If joy, curiosity, play → Handwritten

   • If trust, clarity, authority → Machine
     

3. Is your brand established or emerging?

   • If emerging → Fonts matter a lot more. Choose wisely.

What counts as a handwritten font?

Not Comic Sans.

Let’s never speak of that again.

Look for fonts with:

• Irregular spacing between letters

• Uneven line thickness

• Subtle inconsistencies

• Slightly imperfect shapes

These cues tell the subconscious: “Someone made this. It’s art.” That’s what sells hedonic value.

Use fonts as psychological frames

Fonts are visual metaphors.

Handwritten = personal, artistic, creative

Machine-written = technical, smart, efficient

Don’t just choose a font because it “looks good.” Choose one that subconsciously tells the right story about your product.

That’s what great brands do. They design for emotion.

Until we meet again - Sarah signing off!

Catch you guys next time :)

PS ​

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