5 ways to inject character into a font

The job of a type designer is to inject character into a typeface without interfering with its function. It's not just legibility and proportion that must be considered – developing a clear identity for type involves a delicate but constant tension between visibility and invisibility.

Think of the challenge a famous actor faces playing the lead role in a movie. Most people recognise George Clooney in the film Gravity, but it's his job to make viewers gradually forget this fact and believe he really is the character he's playing – to suspend the viewer's disbelief for as long as possible.

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