- What comes to mind when someone asks for a "dynamic, fresh, energizing and memorable" typeface?
- What about a "lively, clean, readable" one?
- What if your answers aren't the same as my answers?
- What if clients don't like our answers?
How can we best communicate our subjective feelings about typography? How do you communicate with other people about type? Do you reference a particular aesthetic lexicon or classification system, and are your clients on the same page?