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 thenextweb.com. 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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monetary value of design

Should logo design pricing take usage into account? I was once asked by another agency to design a logo for a large pharmaceutical client’s new heart drug. They needed it in a couple of hours and the pay was paltry. I responded that the only way I would do it was if the client accepted one of my designs, I would be contracted to complete the job and further compensated. They declined. Did they really expect me to drop what I was doing, dash off a couple of comps and then stand aside while they reaped the rewards of my work? Obviously they were desperate, but their tactics were despicable, imho.

This story does brings up an interesting question, though: if the same amount of work is involved in designing a logo for a local sub shop as for global conglomerate, should the price differ with usage? I know this grossly oversimplifies the problem, but do you charge differently for work that will reach a wide audience vs. that which will only be used locally? Working with huge corporations requires more time than with a local owner, but the design process is largely the same. If I design a winning logo and your product goes global, do I get any more compensation than a great portfolio piece and a pat on the back? Does design differ from widgets? Join the conversation and post your thoughts!

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