The impact of the design profession on typeface perception: the example of the population under 35

Typography, like imagery, has the power to convey a thousand words. Typeface, as its fundamental element, is a crucial aspect of visual communication, and its influence on design is undeniable. Different typefaces evoke various emotional associations and affect how textual messages are perceived. This study examines the influence of design professions on typeface perception among young people. The research was conducted through a four-part survey (demographic questions, selecting typefaces for given criteria, determining emotions triggered by logotypes, and choosing typefaces for specific activities) with 68 participants under the age of 35, 60.3% of whom are designers. It is hypothesised that design professions significantly affect young people's typeface preferences and that design practice further shapes them. The results confirm young designers’ tendency towards modern and innovative typefaces compared to others. Design practice, exposure to diverse typefaces, and design education are key factors shaping typeface preferences. The findings are relevant for designer education and practice in general, emphasising the importance of understanding the impact of typefaces on message perception.