Font psychology is the study of how fonts and typefaces make us feel, and while it may not be something you've thought too much about before, it is a huge aspect of design and branding.
Typography never exists in a vacuum. Type is a cultural medium, influenced by context, history, and perception, which determines how we react to different styles and designs.
The font wasn't the only problem with the infamous Jaguar rebrand - but it was a big one. When people criticised the rebrand for looking like it belonged to a vegan smoothie maker or a yoga studio, they were largely talking about those letters.
A few years ago, Square Enix released a Pixel Remaster series... and was met with outcry. Why? The font was wrong. The charmingly pixelated (but perfectly legible) font had been replaced with grim, charmless, appstore-looking-ass letters that felt tonally completely out of step with the games.
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