This is what happens when non-designers select fonts...
The image above, courtesy of the excellent Before and After magazine by the way, shows what happens when your words say one thing, but your font says another.
GENTLE - that's what they want to portray. That's why the word is in their company name. But look at that font; does that look gentle to you?
Look at the fangs created between the n and the t. Or the l and the e. The n creates a fang in itself. No, not gentle at all.
We'll leave aside that dreadful tooth that looks as though it's covered in blood, shall we?
I have ranted at length before about subliminal and unconscious messages. The average person might not actually SEE the fangs (a designer would - straight away) but subconsciously they would be aware of them.
Look at the famous FedEx logo. I have no idea how much money they spent on that but I'll bet that it was an astronomical amount. The arrow in the logo, believe it or not, just isn't seen by a lot of people. But subliminally, they get the message - the arrow suggests speed and accuracy.
Please don't under-estimate font choice!
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