It would be so simple if this review could be reduced to one sentence: Why do fonts matter? Because they elicit emotion? Because they evoke time and place? Because they subliminally brand an entity? Because fonts message you in ways you don’t even understand.

All of the above and more. Sarah Hyndman goes beyond the aesthetic pleasure of fonts and typography for someone in the graphic design world and gets to the root of how font choices affect everyone’s daily lives. “Becoming consciously aware of the emotional life of fonts can be entertaining and ultimately give you more control over decisions you make,” she writes in the introduction. Don’t get us wrong, there are plenty of beautiful things to look at throughout the book, but you also get an understanding for why certain choices are made. It’s like workable philosophies for your aesthetic self.

Why Fonts Matter is available from