The dominant connotations of the use of a particular font (which can be inflected by the context). Fonts are commonly regarded by typographers as having certain connotational dimensions, such as formal/casual, friendly/serious, warm/cool, and traditional/modern. These can be seen as reflecting different text-reader relations. Designers often use serif fonts to reinforce a classic, formal, or authoritative visual identity and sans serif fonts to create a clean, modern one. Certain qualities of fonts can generate gender connotations. For instance, curvy or rounded forms (including script fonts and italic) are seen as more feminine, and straighter, more upright forms as more masculine. The same pattern is associated with lighter and thinner forms (and those with varying stroke thicknesses) as distinct from bolder forms (and those with more uniform stroke thickness).
Subjects: Media Studies.