Do Typefaces Really Matter?

Posted on July 23, 2010

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“To most people, typefaces are pretty insignificant. Yet to their devotees, they are the most important feature of text, giving subliminal messages that can either entice or revolt readers, says Tom de Castella.

When Avatar, the biggest grossing movie of all time was released, one section of the audience was immediately outraged. Graphic designers hated it. Why? They didn’t like the font that director James Cameron had chosen for the subtitles.

Avatar Typeface

“I hated it on the posters and then threw up a little in my mouth when I realised I would have to read that ugly font throughout the film in the subtitles.”

“After the hundreds of millions of dollars spent on CG effects, did he just run out of money for a decent graphic designer?”

And yet fonts are not just for geeks. Otherwise why would organisations around the world spend so much time and money changing their typeface?” [via]

Facts & Figures:

Foreign and Commonwealth Office spent £80,000 changing its typeface to one that was almost identical.

L to R: Old & New

Gatwick Airport unveiled a new logo, replacing an austere style with a custom-made, handwritten script in an attempt to add a “personal touch”.

Old

New

BBC website has taken on a new look, replacing Verdana font with Arial (on PCs) and Neue Helvetica (on Macs).

Barclays (bank) created their own branded font to reinforce a sense of security.

So, does typeface really matter?

-The Design Critic.

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Posted in: Articles, Graphic