The Right Type

Typography is a powerful but oft overlooked tool, for setting a mood. Centura, Helvetica etc… each typeface elicits an emotional response. For we cannot help but find emotion and meaning in patterns, yet rarely do we really consider the impact the patterns we choose will have on others.

Consider this positivity video

Versus this band video in

The type is crucial to each video’s sucess, the crisp sans serif lines of the former, imply a certain sense of elegance and modernity, echoing the videos themes. Whereas the bands videos serifed font oozes mojo, adding to the air of psych funk. Reverse the fonts and both videos suffer.

I hope this reminds you, that when it comes to typography (and many things in life) the medium is the message.

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