The storytelling superpower of typography

Hi, today I'm sharing this article by Louise Sloper from Shots Magazine.

https://magazine.shots.net/news/view/the-storytelling-superpower-of-typography

'Typography is an art form and a science, ' Sloper writes. This is my stance as well, and a reason I'm so attracted to it. It's both creative and productive, both open and closed. There are rules, but also endless possibilities.

She shares this anecdote:

'Back in 2013, acclaimed filmmaker Errol Morris ran an experiment in the New York Times. Readers were encouraged to consider a passage from The Beginning of Infinity by David Deutsch, discussing the likelihood of Earth being destroyed by an asteroid.

The catch was that the online article was secretly set in varied, randomised typefaces, and followed by a survey asking whether the viewer agreed with Deutsch’s statement and, consequently, if they saw themselves as an optimist or a pessimist.

What Morris discovered was that Baskerville was statistically more likely to influence the minds of the participants than Georgia, Helvetica, Comic Sans or Trebuchet. It was a small but interesting experiment illustrating how typography can shape our perception of the truth.'

Now, that is illustrative of the power that lies in typography!

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