フォント(書体)のチカラ

新年明けまして、おめでとうございます。

本年もよろしくお願いいたします。

2020年 子年

新年最初はフォントについて書こうと思う。というのは、フォントとはデザインされた文字で、フォントによって印象が違うからだ。

あまり手紙を書かなくなったと思うが、数通でも年賀状を出し、この正月に受け取った人もいると思う。この時期限定と言ってもいい少し耳にする

印刷されたものより、手書きのほうがいいよね

という感想。手書きの年賀状のほうが人は好意を持つのはなぜか?と広告的に考察した時、内容もさることながら、潜在的にはフォントのチカラではないかと思った。

確かに印刷されたものは、手書きで書かれたものより圧倒的にキレイだし、見やすい、読みやすい。それなのに『手書きのほうがいい』とはどういうことなのか?

一般には送り主の『個性』とか『その人らしさ』などを感じるから、というのが多くの意見だろうと思う。『らしさ』を醸し出しているのは筆跡だが、筆跡を広告的視点で言うと、

その人がオリジナルにデザインしたフォント

だと言えるから、となる。それは同時に世界唯一のフォントであり、唯一無二なフォントであると言える。だからこそ、送り主その人の存在を直接的、本能的に感じられ、それが先に書いた、

印刷されたものより、手書きのほうがいいよね

という感想を受け手に言わせるのだろうと思う。つまり印刷だけの年賀状より、手書きの年賀状にはリアルなその人の存在感を感じるのだと思う。

日常に目を向けると、百貨店と近所の地場スーパーマーケットの広告を想像してみるとわかりやすい。百貨店の広告はDMを含め、綺麗にデザインされ印刷された広告が手元に届くことが多い。手書きのそれは見たことがない。一方で近所の地場スーパーマーケットの広告はというと、赤や青の一色で印刷こそされているが、手書きで書かれた広告が手元に届く。

百貨店の広告は高級感や高品質、高サービス、ワクワク感などを全面に表現して作られている。これは人々の夢や憧れ、ステイタスという

『ハレ』のニーズ

に訴えかける。

一方で地場スーパーマーケットの広告は、親近感や経済性などを全面に表現して作られている。店内の手作り感満載のポップも含めて、これは人々の日々の生活という

『ケ』のニーズ

に訴えかける。

こうしてみるとフォントには我々の無意識に働きかけるチカラがあることがわかる。日常生活において、フォントを意識することはまずないと思うが、フォントを常に意識しているのが広告だ。一般に、親しみや優しさ、面白さ、安心などを訴求する時は、ゴシック体系のフォントを使用することが多い。逆に信頼や誠実、伝統、自信などを訴求する時は、明朝体系のフォントを使用することが多い。

またターゲットによってフォントを使い分けることもある。子供や若年層などがターゲットの場合はゴシック体系を、男性やキャリアウーマンなどがターゲットの場合は明朝体系を使用することが多い。

ここではフォントにフォーカスして書いているが、実際にはこれにデザインが合わさって、商品やサービスの独特の世界観が作られる。ただフォントがデザインと少し違うのは、世界観をカタチ作る役割と同時に、実際に読んでもらうコピー的な役割もあるから、フォントには神経を使う。素晴らしいコピーであっても、そのフォントの太さ、大きさ、色、レイアウトによって、その商品やサービスの世界観が最終的に決まってしまうと言ってもいい。

名刺には相手にどんなイメージを持ってもらいたいか、その意図が凝縮している。今勤めている会社の自分の名刺のフォントを改めて見ていただきたい。名刺交換をした時、そういう視点で相手の名刺を見ると、その会社がどんな会社か垣間見えると思う。逆に自分の会社も相手にそう見られている可能性もある。店舗のショップカードは最たる典型例だろう。

一度は経験があると思うが、日本の保険会社の名刺と外資系の保険会社の名刺とでは、雰囲気が違うと思ったことはないだろうか。ざっくり言うと、日本の保険会社の名刺はどちらかというとゴシック体系のイメージで親しみや安心を表し、外資系の保険会社の名刺はどちらかというと明朝体系のイメージで自信や信頼を表している印象を受ける。

通勤電車でスマホもいいが、たまには車内の広告のフォントに注目して、好き勝手にあれこれ意図を想像してみるのも面白い。

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