ugly

I have been designing a book jacket for a book on Meditation. So I opted for what I thought would be a clean crisp san-serif font with good legibility. We weren't looking for anything that would be too unique/new so I opted for one of my favorite classic typefaces.
That being Futura (bold set in lowercase).

The author came back with the following description:
The font is brutal and rather ugly.

If there is one description of a font which didn't seem to tally with my own personnel opinion it this is it.
He wants something crisp and modern but softer!
It remains to be seen if what he means is something like Vag rounded.....

Anyway so let's have it. Who out there can't stand Futura either?
And what is a much better sans serif.

Love to hear peoples views....

Saw this article here today, here's an excerpt:

Texts in easy-to-read typefaces make it harder to recall information than if it is presented in less legible formats, research suggests

A study by Princeton University found that a significant number of those tested could recall more information when it was presented in unusual typefaces rarely used in textbooks.

The research suggests that introducing 'disfluency' - by making information superficially harder to understand - deepens the process of learning and encourages better retention.

Hi all. I am trying to identify this font which shares traits with Trajan. Uppercase letters such as the /N/ are obviously very similar, but this is a bit sharper. Lowercase letters have some distinct differences from other fonts typically paired with Trajan. Most notably the /a/ and /f/.

Any ideas here? All help is greatly appreciated.

Cheers.

Hello Typophiles! It's been a while since I lurked these corridors, but I have a slight query at work and would like to ask your opinions if I may.

Been given a re-branding project at work, its nothing enormous, but it revolves around fashion and extreme sports. We are building a new website, product photography, the whole shebang.

To cut the long story short, the owners want the brand to be different, but not too different. The brand 'Typeface' being a horrid font by the name of 'Aggie'. Anyway. It has to go.

So I need rid of Aggie, and the replacement needs to resemble it in some fashion but drag it out of 2002. If that is at all possible.

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