Did you think about your audience?
Did you think about the emotional response someone may have just by looking at a font style?
Well to be honest if I were to answer these questions I would have to say of course not. Unless it's required or I am printing a flyer for a special occasion the last thing I think of is the font style. But then I had a thought...Do you remember in Elementary school when it was so exciting to pick a font style for a school project, and nine times out ten (if you were anything like me) you picked Comic Sans MS. Not very professional right? But it made you feel happy. Which brings me to my next point. Emotion!
When watching the movie Helvetica it amazed me how often the word emotion kept popping up when talking about typography. But it's true, whether we recognize it or not we have an emotional response to type, especially if its used in a logo that has a personal trigger for us. For example here are a few logos with specific font type, and whenever I see them it triggers a personal emotional response in me.
Font affects our everyday life, its how we respond to adds, homework, and our regular reading for enjoyment. For some it may even affect whether or not you attend an event or go into a store.
As always culture has impact in how we view things and I think that if you watch this movie you will get a sense of how if different areas in the world we see things differently, but font type is something that carries throughout the entire world. When picking a font for a logo typographers have to take into so many things but how it will be interpreted cross culturally is a big thing. I think that is a huge part of what the director of this film was trying to convey.
I think obviously what this movie added to my perspective of visual literacy is that font is impact-full, personable, and can convey emotion in it's message. I will definitely become more aware of logos and the style of font that a company may use to pull me in as a consumer.
If you watch the movie you can see the style of engagement that this artist used...there is just a flashing of logos and font flying towards you, and in the end you notice that our lives are constantly surrounded by something that we are almost immune to. So I challenge you...BECOME AWARE! And try to focus on how it make you feel as a consumer when you view adds, logos, bus signs, movie titles, and so much more.