Are you a airy lover or a hopeless romantic? Sarah Hyndman, bright artist and blazon enthusiast, analyses the fonts and styles of 10 altered amative cards to burrow into what they beggarly about the sender.
The actuality who sends this agenda doesn’t booty themselves too seriously. The blazon is big, aerated and fun, and it has a cornball feel to it — a little like a awakening Instagram filter. There’s no academism or affability with this bulletin — no aerial hairlines or airy flourishes — what you see absolutely is what you get. And with a adumbration of curvaceous developed cine affiche typefaces from the 1970s to it, the typographic allusion is appealing clear.
I anticipate this is the best adventurous of this accumulating of Valentine’s cards. Not alone is it on the appropriate ancillary of banal with its banana book access council it bright of civil candied adventurous soliloquies, it additionally puts the spotlight durably on you, the almsman of the card, by adulatory your awesomeness. But be in no agnosticism that superhero apparel may be provided, and this won’t aloof beggarly cutting your underwear on the outside.
Graphic designers adulation this blazon style, anecdotic it as “cool”, “contemporary”, “stylish” and “an affected type”. But if you accept this agenda it’s absolutely not about you — it’s all about the sender. The bulletin is not that they’re attractive at you, nor that they alone accept eyes for you, it’s “look at me”, “see what acceptable aftertaste I have” and “be afflicted by my beheld eye-test pun”. This is an allurement for you to adore the sender, about like they’ve beatific a Valentine’s agenda to themselves.
This agenda is the typographic agnate of actuality best up and befuddled over the sender’s shoulder, which of advance is abundant if you like the direct, straight-talking and concrete approach. In surveys, this appearance is declared as “strong”, “bold”, “confident”, an “alpha personality” who brand to be both apparent and heard. However, this agenda is aggravating actual adamantine to be the antipode of abominable hearts, flowers and romance. I anticipate the sender protests too abundant and there’s absolutely a adventurous chump ambuscade abaft the audacious exterior.
At aboriginal glance this is an affected agenda to receive. It has a blow of 1920s Art Deco glamour, but its sans-serif artlessness stays on the tasteful ancillary of audacious or glitzy. The blazon nods to a aureate age of Hollywood and maybe hints at “you’re my cine star”. Yet booty a afterpiece look, and that bead adumbration gives the belletrist a angle that angles them abroad from you… if this was a person’s face it would be attractive appropriate over your shoulder, blockage to see who’s continuing on the border abaft you. Maybe you’re not the sender’s alone “love at aboriginal swipe”?
This is the blazon appearance of pub signs the across and across of the UK. It’s aloof acceptable abundant to feel safe and homely, but aloof affected abundant not to feel too cheap. It speaks of a adequate and accustomed relationship; one that’s accustomed abundant not to charge surprises any more. You ability like to dress up aloof a little for your Valentine’s evening, and maybe alike adjustment article a little added big-ticket from the drinks list, but you’ll acceptable still absorb the black sitting at your approved table and reminding yourself to put the debris out in the morning.
Typographically, the sender of this agenda is demography you aback to the not-so-distant homesickness of the advantageous canicule afore amusing media. This is a time back fonts were bitmapped, the internet was dialled-up and amateur accustomed in the post. Maybe they’d secretly like to accumulate arena instead of clearing for you, or conceivably they’ve still called you alike admitting you’re alone as acceptable as the fourth best accepted Pokémon (according to Google). However, let’s not be so cynical, and see the sender as an ancient and affected body who thinks you’re a acceptable catch.
This looks like Times New Roman, which is a archetypal arrangement accepted absence font. This is a acceptable and unsurprising style; a adequate absence that tells you the sender is safe and reliable, but somewhat apathetic back it comes to romance. However, you can animate yourself with the ability that they’re absurd to by aggravating to bolt anybody’s eye abroad with adorning or amorous fonts. They’re all yours.
The actuality who sends this agenda is happy, affable and approachable. The uppercase bulletin is confident, but the arced belletrist advance adapted tones rather than bullish shouting. This is the typographic agnate of a big smile or a affable hug. Don’t, however, apprehend your Valentine’s night out to absorb adult planning or abundantly big-ticket gestures. The sender of this agenda wears their affection on their sleeve and they say it as it is—so you’ll apperceive if you’ve got them activity x-heighted and it’s time to do some kerning.
Is the actuality who sends this agenda suggesting that they absolutely put a area of cardboard into a typewriter and broke their bulletin out by hand? Or added acceptable they’re an ambitious scriptwriter or administrator who’s secretly absent that their name will arise on the aperture credits and affect the hell out of you back you achieve bottomward to watch Netflix together? The absolute analysis is who gets to accept what appearance you watch — or whether their abstraction is for you to address the calligraphy calm back you ascertain that “watching Netflix” is absolutely a euphemism.
All photos taken by Laurence King.
Sarah Hyndman is a bright artist and columnist with a specialism and absorption in the attitude of type, accepting ahead appear books including Why Fonts Matter and How to Draw Blazon and Influence People. Her new game, What’s your Type: The Blazon Dating Game, is accessible now through Laurence King.
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