All typefaces give the reader a certain feeling, or impression. While most readers won't consciously
notice that the font is conveying anything more than the words on the page, they do make a subconscious, emotional difference.
That's why the next step is to choose one of the following impressions:
Friendly or Serious.
Cool or Warm.
Modern or Traditional.
Tip: While these are the most basic categories, obviously in real life there progressively smaller categories you can use to focus in on the type of your dreams.
Right now you can only search on these descriptions, but more will be added over time.
In the mean time, if you still find the resulting lists too big, you can winnow them down even further by cross-referencing them-for example, if you want a typeface that's both friendly and traditional, check both, and you’ll only see fonts that are both.
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Impressions