Say it like you mean it! AKA Convey the right emotion with your Typesetting!

I love being around people. I have always worked in and with businesses where the human touch or connection is an important part of the experience that the customer receives. I have always embraced that figuratively (and literally as you shall see when you read on) speaking. It is important to connect and share with people that experience you or your product so that you are able to give them your very best in terms of effort, service, enhancements or quality.

“Sam hugs you like he means it!”

I have a friend by the name of Ami who used to say that. I am by nature a friendly guy and I like people. If you are a friend that I have not seen in a while, I am more than likely to walk up to you and give you a big hug rather than shake your hand.

Lets walk away from the world of friendly hugs and great customer service and into the world of presentations.

“Typographical design should perform optically what the speaker creates through voice and gesture of his thoughts.”
— El Lizzitsky

The feeling or emotion that is conveyed when you get a hug from a friend or loved one is priceless. It makes you feel, warm, secure, happy and content.

Now imagine this: You walk up to me, your friend that you have not seen in a very long time. I have a huge smile on my face and that happy feeling is now enveloping you as well. I have my arms open, ready to give you a great big hug.

Then I slap you right in the kisser!

That is what I feel like when I see this slide! The image makes me think of good times and happy friends, but the font you used is just plain WRONG!

My redesign of the same slide looks like this.

Love & Hugs- After

On the other hand, here are some examples of good typographical design where what you see on the slide optically matches what emotion is being created with voice and speech.
This is achieved by:

And here are a few more!


Can you think of any more ways to use fonts effectively? Please share in the comments below.

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