Thursday, January 9, 2014

The science behind fonts

I was immediately drawn in by the title of the article “The science behind fonts (and how they make you feel) by Mikael Cho on As a designer, I am always looking for the perfect font to display the content I am showcasing. Fonts have feeling, and they evoke an emotional response to the content even before the viewer reads the words. In the article, Cho echoes this sentiment and refers viewers to the work of psychologist Dr. Kevin Larson of Microsoft and Dr. Rosalind W. Picard of the MIT Media Laboratory examining the effects of good typography on mood and comprehension. Design is intrinsic in everything we see, though most people are largely unaware of its presence. Bad design is obvious because it makes the viewer feel uncomfortable and strain to understand what’s being presented. Thinking that design is a disposable expense is an enormous mistake many companies make when trying to cut costs, because they don’t see its economic value, but there is no sense in spending any amount of money or resources in producing something with bad or mediocre design, because you miss out on its positive impact and potential to influence buyers. Only the company that makes unique machine parts can afford to skimp on design considerations.

So when considering the information you want to convey, also consider the way you plan to convey it and remember that presentation is an integral component of the message.

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