A frivolous-looking typeface within a serious, issue-driven story can weaken your message and trivialize your narrative. Inappropriate fonts can confuse or contradict your story’s purpose. The importance of pairing the right type with the right narrative is exactly why we expanded the options in theme builder so dramatically.Īs usual, though, with freedom comes responsibility-you need to choose your typography wisely. But the subconscious and subliminal are important to storytelling, especially multimedia storytelling, where images, text, maps, color, type, and even sound can all work together to create an immersive little world. When we see different type styles, they might only elicit a subliminal reaction. (Poor type choices can actually offend me-the Souvenir font, don’t get me started!) But many of us are only vaguely aware of typography. I’ve been a designer for close to a half-century, so my eye is perhaps typographically attuned to a greater extent than most.
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