Fonts Matter

People communicate in many different ways - verbal, non-verbal, written, formal, visual, etc., etc., etc. Two very important things about communication are clarity and understanding. Many times, things get “lost in translation.” But why does this happen?

From a design perspective, sometimes it’s because of the visual way we represent what we are trying to say.

Have you ever received an email with words in all caps and an exclamation point at the end of the sentence?

Now, have you ever asked yourself, “Self, is this person excited or pissed?” The way that communication looks can make all the difference on how you interpret what the other person is trying to say.

Here’s another example:

On the left - this person can’t wait to see you and give you a big hug. On the right - this person can’t wait to murder you.

Fonts can set the tone for communication.

That means they can also set the tone for your brand.

On the left - one of the most iconic luxury fashion companies in the world. On the right - well, you get the idea.

Fonts matter.