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Do typefaces really matter?

To most people, typefaces are pretty insignificant. Yet to their devotees, they are the most important feature of text, giving subliminal messages that can either entice or revolt readers, says Tom de Castella.

When Avatar, the biggest grossing movie of all time was released, one section of the audience was immediately outraged.

Graphic designers hated it. Why? They didn’t like the font that director James Cameron had chosen for the subtitles.

“I hated it on the posters and then threw up a little in my mouth when I realised I would have to read that ugly font throughout the film in the subtitles,” one blogger commented.

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