Understanding brand perception is crucial for small business startups as it directly influences how potential customers view and engage with their brand. Brand perception refers to the impressions and beliefs that consumers hold about a brand, shaped by their experiences, interactions, and the visual elements presented to them. One of the most powerful tools in shaping this perception is typography. The choice of font can evoke emotions, convey messages, and symbolize values, making it essential for startups to understand how to effectively leverage typography to build a positive brand image.