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Research reveals how fonts make us feel depends on where we live



Geographically close cultures can have varied reactions to typography and language | Photo: Felipe Galvan

Monotype, a global leader in type and technology, has released a new research that reveals that the emotional response to different fonts varies significantly from one country to another. This ongoing, first-of-its-kind study was conducted in collaboration with applied neuroscience company, Neurons. The findings reveal the emotional impact of fonts and the cultural nuances in responses across eight different countries: Australia, France, Germany, Japan, Portugal, Spain, the UK, and the US.

In the testing of three distinct typefaces, researchers discovered that while the choice of typeface plays a crucial role in eliciting emotional responses, the preference for, and impact of, fonts vary significantly depending on cultural contexts and geographical locations.

“The differences in the UK and France results show us how much two geographically close cultures can have varied reactions to typography and language,” says Damien Collot, Creative Type Director at Monotype in France. “For brands creating advertising campaigns and organizations running public information campaigns, having a research-based understanding of how responses to font choice vary across different regions and languages is a key to potentially unlocking deeper, more meaningful engagement with audiences.”   

Since 2021, Monotype has been researching the hidden power of typefaces to shape our emotional responses, and the ways in which they convey emotion, shape perceptions, and influence brand identities. The latest findings offer new guidance for marketers on how to adapt brand strategies and creative executions for different regions, taking cultural and linguistic differences into account. The recent study also revealed that fonts such as Gilroy Bold are associated with honesty and clarity, whereas fonts like FS Jack, with roots in calligraphy, often brings emotional responses related to innovation.

The report reveals that type choices and emotional responses vary across different languages and cultures. While designers and creatives often have a sixth sense for the emotional response different fonts can convey, this sense is frequently bound by their own cultural and linguistic experiences. This report emphasizes the value of considering research into regional differences in responses to type when making font choices for international brand and marketing campaigns. 

Key Findings from Various Countries

  • Preferences for typefaces and emotional associations varied substantially by language and language family. This offers valuable insights for brand marketers, creatives, and public bodies.
  • Respondents in English-speaking countries Australia, the UK, and the US showed a preference for distinctive characteristics in typefaces.
  • France, Portugal, and Spain, regions with a rich history of printing which saw the rapid spread of movable type in Europe, showed a significant preference for Cotford’s soulful, classic serif style.
  • While sans serif FS Jack Regular scored highest for conveying trust in all seven other countries surveyed, Cotford performed best for trust in Germany.
  • Gothic, low-contrast, humanistic typefaces work extremely well to convey innovation in Japan.
  • High contrast typefaces that preserve a traditional brushstroke feel were considered trustworthy in Japanese design.

“Everyone brings their own history and personal perceptions to a typeface,” notes Phil Garnham, Executive Creative Director at Monotype. “But what’s fascinating about our research is that it reveals those perceptions are, at least in part, influenced by where we live and the history of our culture and language. Our research is not exhaustive (to date, we’ve studied eight countries around the world) and as we continue to expand and diversify our research program with Neurons, we expect to uncover more insights on the complex, nuanced, and infinitely fascinating interplay between type and emotion.” 

All the data in the report was collected by Monotype and Neurons through a series of surveys and studies comprising 1,957 participants.

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Startups seeking funding will pitch on Leap Day in freezing temperatures



A competitor training in a ice role ahead of the Polar Bear Pitching event
Aura Pyykönen, from Natal Mind: cold enthusiast will be pitching her startup in Oulu this week

Whatever you are doing with your extra day this leap year probably isn’t as cold as the challenge some startups from around the world are facing in Finland: participating in a competition by pitching from an ice hole this February 29th.

The Polar Bear Pitching, hosted in Oulu, a city 600Km from Helsinki, has attracted startups from as far as Japan and Kazakhstan to pitch for a chance to secure investors and win a €10,000 prize. Finnish startups and businesses from Norway and Iceland will also be joining the contest today.

“We are currently raising our first seed round and entered the Polar Bear Pitching contest as an impactful way to express the vision and mission of our venture to potential investors in Europe,” says Sajjad Kamal Shuvro, a Bangladeshi who has been living in Japan for 7 years now. He is the co-founder of Floatmeal, a He is the co-founder of Floatmeal, a company that uses technology to produce the next-generation plant-based superfoods.

Oulu is one of the world’s leading concentrations in the health and wellness industry. Obstetrician and gynaecologist Aura Pyykönen will be competing at the Polar Bear Pitching for the first time on behalf of her own startup, an AI-powered birth coaching program based on the Nordic method designed for pregnant women and their partners.

“We thought pitching at the Polar Bear Pitching will be absolutely cool and great way to get visibility for Natal Mind, a redesigned perinatal journey for a calmer mind  and improved birth outcomes,” says Pyykönen who is a cold enthusiast and has been training ahead of the event.

The last time Polar Bear Pitching took place as an in-person event, in Oulu, was in 2019. For 2024 the program includes an IceTech Summit exploring topics such as artificial intelligence and printed electronics.

For those who are not in Finland or didn’t manage to secure a ticket to watch the Polar Bear Pitching in Oulu, the event will be broadcast from 6 PM  Eastern European Time (EET) on

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Birmingham joins global network of design and digital consultancies



Representatives of the Design Factory Birmingham
Based at Aston University, expertise in areas such as 3D printing will be shared to boost the local economy

Birmingham has become the latest city to join a global network of design and digital consultancies set up to solve real world challenges through effective problem-solving.

Design Factory Birmingham will be based at Aston University, one of just two hubs in the UK outside of London.

The city has officially joined the Design Factory Global Network earlier this month. As a result, businesses, industry partners, entrepreneurs, staff and students will be able to collaborate on projects that will involve technologies such as 3D printers and design software.

The University will be sharing its expertise in artificial intelligence, additive manufacturing, data science and web, app and graphic design to boost the local economy.

Currently there are 39 innovation hubs in 25 countries across five continents based in universities and research organisations.

The Design Factory will include a space named after the late Dame Margaret Weston, former director of the Science Museum. Dame Margaret had studied electrical engineering at one of Aston University’s predecessor institutions and went on to be the first woman appointed to lead a national museum. She left a generous gift to Aston University in her will, which will be commemorated in the Birmingham Design Factory in honour of her engineering background.

“The Design Factory Birmingham is another key milestone in our ambition to be a leader in science, technology, and innovation, driving socio-economic transformation in our city and region.  It is important to the Midlands because it will make a direct contribution to innovation led growth in partnership with industry and businesses.  However, this is not only a local launch but also a global launch as Design Factory Birmingham is a global innovation hub, and an integral part of the Design Factory Global Network involving 39 innovation hubs around the world,” says The Vice-Chancellor and Chief Executive of Aston University, Professor Aleks Subic. 

“Shared understanding and common ways of working enable Design Factories in the network to collaborate efficiently across cultures, time zones and organisational boundaries fostering radical innovations,” says the head of the Design Factory Global Network Felipe Gárate from Aalto University in Helsinki, Finland who attended the official launch in Birmingham, UK.

There are 39 Design Factory hubs around the world with three of them being based in the UK.

As a member of the global network the Birmingham Design Factory at Aston University will participate in two global design challenges – one run by McDonalds and the other run by the Ford Motor Company.

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Energy Storage Summit gathers global experts in London



Energy Storage Summit gathers global experts in London
UK minister of state for climate change and energy Graham Stuart was one of the key speakers at the Energy Storage Summit | Photo: David Stanley-Tate

Nearly 1,000 experts and leaders in the global energy storage industry gathered in Hammersmith,  London this week to attend the 9th Energy Storage Summit 2024.

The event, one of Europe’s largest networking events for the energy storage sector, hosted over a thousand delegates from across the globe.

The line up of speakers included Nick Winser,  commissioner at the National Infrastructure Commission; Doriana Forleo Executive Director at Energy Storage Coalition, and UK minister of state for climate change and energy Graham Stuart.

According to analysts, by 2030 the global cumulative installed capacity for energy storage will have reached 1,420 GWh, with large-scale development of storage power stations from 0.1 GWh to 1 GWh and then to 10 GWh becoming an inevitable trend. However, such expansion will bring with it challenges in cost efficiency, safety and operation and maintenance complexity, making the need for advanced storage technology and design more urgent.

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