We all constantly interact with type in almost every aspect of our lives But how do fonts affect what we read & influence the choices we make? This book opens up the science & the art behind how fonts influence you It explains why certain fonts or styles evoke particular experiences & associations Fonts have different personalities that can create trust mistrust give you confidence make things seem easier to do or make a product taste better They&re hidden in plain sight they trigger memories associations & multisensory experiences in your imagination Fonts can alter the meanings of words right before your very eyes See what personalities fonts have & what they reveal about YOUR personality Explore how you respond to fonts emotionally & can make fonts work for your message Be amazed that a font has the power to alter the taste of your food This book is for anyone who is interested in giving words impact who loves words & how they influence us