You picked a font because you liked it. That might be the problem. In this episode, Craig and Caitlin get into "font crimes," the typeface choices that quietly cost you customers without anyone ever telling you why. Craig even confesses his own past as a font criminal, the kind David used to call out years ago.

What We Cover:

• Why your brain recognizes typography the way it recognizes a circle, triangle, or square, and why consistency creates subconscious brand recall
• The case against using the same fonts as every competitor in your space (if they zig, you zag)
• Why scripty and cursive fonts can tank your search visibility, since Google can read a typeface but not an image of one
• The declining-cursive problem: entire generations can't read it anymore, so it belongs in accents of four words or less, never full sentences
• The two-to-three typeface rule, and why more than three makes the brain work to figure out what to read first

The One Thing: Your audience is the one who has to live with your font, not you. Your brain already knows what your copy says, so legibility was never your problem. Pick the typeface that reduces friction for the person trying to read you, choose what works for your audience over what you personally love, and you've done the job.

Craig Brooks is CEO of Clarity Creative Group. Caitlin Smith is a brand designer and strategist. Got a font crime to confess? Reach out and tell us what you've been getting away with.