Fonts have strange an unexpected effects. Patients were less compliant with medical instructions when hard-to-read fonts were used. And, the fluency of fonts can have a big impact on your marketing, too.
I’ve been involved in any number of logo projects, and all too often the designs submitted are predictable and prosaic. At best, the logo designer understands enough about the business to build some aspect of the firm’s identity or product into the logo. At worst, the logo is nothing more than a name in a fancy font with a swoosh or geometric element to make it look “designed.” Sometimes, though, logo designers are clever enough to build messages into the logo that aren’t apparent and may not be consciously processed by most viewers. […]