Typography, Fonts and Typefaces. How do they influence our daily life? It is hugely important as the world evolves that anyone involved in the future of communication and technology understand the power of type. Typography is storytelling, a text composition.

Typefaces can be defined as the number of characters, letters and numbers that share the same design. Fonts are composed by a specific style of typeface with a set of width, size and weight being multisensory and trigging imagination.

But how is this important to the ASE?

We absorb less than 10% of the meaning from what people say. The rest comes from their tone of voice, their body language, the appearance they have and all visual content they present. The way we communicate influences the way people agree/disagree/accept/reject any proposal we might have. A font can transform the meaning of a word giving a story personality and influencing the ones seeing it.

Typefaces communicate to our subconscious and fonts can change our perception. Communicating effective messages is the easiest way to understand how typography works. Most of what has been absorbed during a presentation comes from the way people associate and relate images to the world.


From the moment we wake up to the moment we close our eyes in bed we are in contact with all kinds of visual information, perception and associations available in the world. The way people perceive fonts during presentations can affect sales. Aristotle, the philosopher, said that people can memorise stories if they recognise a start, a main plot and a conclusion.

How is this relevant?

People look at a page as a whole, scanning the text, size and length of the lines. Text becomes images. By understanding typography we can help the reader to comprehend and absorb information better.

To enhance memories and create a unique experience, you need a font that reminds the reader of something else through association.

Why is this so important?

Well-formatted copy will help focus and understand better while hierarch will make it possible for the text to stand out.

How does it stand out? Through Gestalt psychology we try to understand the laws of our ability to acquire and maintain different information. The basic principle of Gestalt says that the mind forms a global image with self-organising tendencies. Other principles include legibility, readability, high contrast, scalability, hierarch and tone of voice.


Emotions influence the way we make decisions, evaluate risks, solve problems and categorise information.

When we design for emotion we intentionally trigger emotional responses in our participants, keeping them motivated and helping them perceive a personality. When people are emotionally involved, they tend to create a relationship with your presentation. But most of all, they will share the experience with others.