As design journalists, we like to think we understand the power of fonts. Typography is an essential pillar of design, one with the power to elicit strong subconscious responses from the reader. But as a fascinating new study from leading type foundry Monotype reveals, not everybody views type in the same way. Titled ‘Fonts, Feels, & Reels: Generational Attitudes to Type’, the multi-country study explores how over 12,000 social media users, from Gen Z to Boomers, use fonts as a form of visual language – and how younger generations in particular are using them to build identity, create emotional connection, and shape how their content is received.
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