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Whenever we say something to somebody, what we say can be interpreted in two ways by the person we’re talking to: They can hear the words we say that make up the message and, they can hear how we say those words. The way we say something can be just as important as the words we use to say it. The words of the message we audibly project can be completely altered by what it sounds like to the receiver. The same is true of visual language. The type we use to shape the characters of the words we say has a huge effect on the visual message that’s received by the viewer. In the first example it’s confusing. The second example illustrates the voice of the type used by using familiar type to drastically alter it’s perception. Which would you take more seriously? For your message to be it’s most effective, please keep in mind the implied meaning of the type choose you use to create the messages you put out into the world. So, why does the type we use do that? We live in a visual culture. I...
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