…re, it will be read by somebody who thinks “Gotham” is something to do with Batman, not a typeface. It is the reader’s subconscious bias, cultural environment, and personal experience that will affect the way he or she reads and digests the information. Therefore, knowing how different typefaces make people feel will help you to match the right font t…
Knowing that fonts have different personalities is only half the battle. The real challenge is assigning the right personality to the message at hand — matching the feel of the font to the tone of the content. In order to achieve a cohesive match, you need to make sure you understand the key message being conveyed and the audience who will be reading it. There’s a reason you don’t see tax forms set in Comic Sans, or corporate logos typeset using Arbuck…