Custom fonts have emerged as a visual trend for Chinese brands. Enterprises and institutions are increasingly adopting uniquely designed corporate typefaces. These fonts symbolize the deepening of corporate branding, serving as a connection between companies and consumers. This paper examines emotional factors in custom fonts by studying those of prominent Chinese enterprises. This research methodology employs the brand mind theory and Kansei Engineering’s emotional images to extract relevant perceptual words. Cluster analysis is then used to form perceptual word pairs, establishing the relationship between emotional and morphological dimensions in fonts. By utilizing image scale diagrams, the study analyzes the factors influencing emotional aspects of custom fonts and user psychology. In examining the emotional dimensions of Chinese enterprise custom fonts, stroke shape and weight of Chinese characters emerge as key design elements for building font personality. The emotional image projected by a custom font enhances brand conceptual understanding, enriches the brand’s value chain, and contributes to assessing brand worth. With the prevalence of Internet information dissemination, sans-serif fonts have emerged as the preferred option for enterprises due to electronic display technology advantages. Despite this, differentiation among custom fonts within the same industry remains insufficient. When designing custom fonts, it is imperative to deeply understand users’ emotional requirements for corporate brands and employ suitable design concepts and methodologies.