How 4 generations read, judge, and trust your typography

New research from 12,000 social media users across 6 countries reveals what fonts signal about brands, creators, and content.
 

12,000 people across six countries reveal how Gen Z, Millennials, Gen X, and Boomers see fonts differently.

Fonts have replaced handwriting as the way we express ourselves on screens. This report shows how each generation uses typography differently, and what that means for anyone building a brand or creating content.

As visual communication becomes faster and more expressive, fonts now act as signals of personality, intention, and trust. Knowing how these signals change by age is essential for anyone creating digital experiences, building audiences, or shaping brand perception. 

In this report, you’ll uncover:

• Why 76% of Gen Z leave social apps to find better fonts
• How font choice shapes first impressions across age groups
• What drives engagement: the typography habits that get more likes, shares, and comments
• Regional differences: why Brazil leads in font awareness
• Practical recommendations for brands, platforms, and creators