Type That Really Talks
Understanding that fonts have feelings might just help you convince, convey, and communicate a little bit better
We all use fonts, almost every day. Font is just one of the many powerful tools designers use to visually communicate a message. Some say that type is only as powerful as the words it displays, but I would argue that type is much more than a mere vessel for written copy. Fonts and typefaces convey feelings and sentiments in the same way as music or colour.
For most people this emotional message is something they communicate subconsciously — sometimes they get it right, sometimes they get it very wrong. For most of us in the design world, font choice is intentional — at least on some level. This choice can be dictated by many factors: sometimes it’s a brand guideline, perhaps we just really like how it looks, or maybe we’ve simply succumbed to the general consensus that certain fonts are better than others (which would explain the overuse of Helvetica). Whatever the deciding factor, a choice is made. Understanding the psychology of how people perceive type will help you to communicate your message more effectively.
Fonts have feelings, too
We, as human beings, are naturally inclined to project our real world emotional experiences…
