Copywriting Personality

As copywriters, we’re obsessed with words. We admit it, we’re nerds: words, writing, and brand storytelling really are what float our boat.

We find words every bit as fascinating as people.

Why? Well, because we believe that just like people, each word is unique, with its own distinct personality, identity, and sense of purpose. And, of course, words come in a range of different shapes and sizes, in the same way that people do: short & long, serious & funny, rude & polite, conservative & edgy. You get the picture.

But it’s not just the combination of individual letters that help to give each word its own distinctive personality. The font style – the style in which a word is presented visually – is every bit as important.

Take a look at some of these popular fonts, complete with descriptions, and see what we mean:

 Rockwell bold: 

results-driven, award-winning, media-neutral.


rebellious, fearless, fascinating.

 Arial narrow:

clever, curious, often seen in editorial.

 Futura Light:

modern, well-rounded, skinny.


relatable, concise, always conversational.


adaptable, award-winning, creative.


adaptable, timeless, reliable.