Type is where the viewer’s eyes immediately go to on a design. It is the information that they want to know and look to learn. With the wrong type, your message can be thrown off. Just like the lack of emotion, tone emphasis, intonation, etc… in text messages, the wrong type can send the wrong message in a design.
The right type makes the message.
With Google Fonts consolidating the selection of type, and designers choosing to stick with what is known versus experimenting with type, we might see a future where Lato, Roboto, Raleway and Oswald are the only typefaces we need. As creative leaders, let’s not let that happen, let’s remember why type matters and give it it’s time to shine in all of our work.