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Fonts have personalities: they nudge, they persuade, they can be forbidding, encouraging or even enticing. They can trigger memories, associations and multisensory experiences - they can make your food taste better! This book examines the art and science of type, how it influences our decisions and alters our perceptions - and how, if you are a creative, the dark arts of typography can be deployed in a professional setting. An essential read for graphic designers, artists and anyone interested in understanding the power of the font.
