 Speaking in the title, The Secret Life of Fonz, we would like to welcome, all the way from Bangladesh, Mr. Saif Hassan. Hello. Hello. Welcome everyone to my session. It has been wonderful coming into Nepal again. And the people here is really awesome and we have always got great responses from you guys. So I'm working as Lead Product Manager at VJF and my topic is today is The Secret Life of Fonz. But before that, take a snap of this image. Hello everyone. And as you can see, the image is like written in different fonts. So I just wanted to give you a glimpse of this topic before I start. So my topic today is The Secret Life of Fonz and I am Saif Hassan working as the Lead Product Manager at VDF, currently in Dhaka, Bangladesh, Headquarter. And we have some different offices in different countries as well, like Singapore and other countries. So to jump to typography or talk about fonts, I just want to give a brief, quick recap of how we are going to the fonts or typography. So everything we do using computer systems with mobile computers and smartphone tablets. So there is a term for this in the technological or human psychological aspects of the things. It is called HCI. So what is HCI? So HCI is basically a combination of three topics, computer science, cognitive psychology, and finance and design. So when you combine these three, when you're making products or even analog products like chair, tables or anything, so you basically, when you combine these three aspects, it becomes HCI, human computer interaction. Many people call it as human-centered design as well. Both are kind of the same things. And there are many things for HCI. There are a lot of things. I cannot do all the things today, but I have chosen the topic of typography today and I will be talking about this. So to give a quick recap, the HCI term was mostly popularized by this guy, Don Norman. He popularized six design principles in the 80s and basically he gave us these six things, six quick things like affordance feedback, visibility constraints, consistency and mapping. I don't, you guys don't know about it, but if you want to do, there is a topic that I presented to Matt Mullenwick, hosted topic at online. It's available on this link, bit.ly, slash WBTV, hype and site. If you are interested, you can catch you up. And then let's go to typography. So typography is like one of the branches of HCI. Like user experience is one of the branches of HCI. So before I go to the topic of good typography, let's see some of the bad typography we mostly see around us. So what is this number? Is it 27 or 97? So, you know, you get confused because for some people it's 27 or some people it's 97. So you kind of getting the grasp of why typography is important or why fonts are important because otherwise these problems will happen. Let's see this thing. So what is this? I know on your mind you are reading it, I love you, but if you read it, you are reading something else. So this is just to like signify the importance of typography in our everyday life. And the first one, this one, the first one, everything looks official with tiny leaves around it. So it's kind of like the Oscar presentations or for movies that win awards, you see these kind of representations. But if you do the same thing with a different font like comics and SMS, it becomes a whole different thing and you kind of get this as a meme or a funny thing. So typography is important in our life. So this is the declaration of independence of the United States. And this is the same thing on comics and SMS, right? This is not really quite going well with the topic because when you are thinking about the eclaturation of the risk kinds of an official thing, but if you do it in a font like comics and SMS, it becomes like comics and it doesn't quite really match us with the perception. So these are the different types of things that we get used to on the web and around us. So this is a quick history of typography. When you look at the top on the left, so the fonts used in the 1400s, at the time that the print media was going well and there was this invention of typography of writing things on computers. So the first thing they did, they tried to copy the handwritten letters the scholars used to write certificates for. So the handwritten letters they used to write for a certified student or someone. So they tried to replicate it for the computer systems at that time. So there was typewriter and there was other computer devices as well. And then in the 1470s we had this type of font, then 1500s we had that and 1800s we had that. The modern typography you can see, if you see these wonderful banners of what Kathmandu, you can see these different uses of fonts. So fonts have made a lot of jump in the recent times. So talking about typography, typography is evocative. This font is kind of different for all the titles that I used. It's kind of looking like a cute, like a cartoon, maybe suitable for comics. So it basically triggers a lot of things in your mind that you don't know because it hits you subconsciously. So typography can have impact on your sight, sound, hunger, illusion, mood, memories, a lot of things. It can trigger different parts of brain. And I can tell you this because there is a research about it. I will link to this at the last slide so you can check it out. So typography is really pinching our emotion, but we don't know it because it hits us subconsciously. So there's that. So this is like an example of different typography for a same book. So if you look at the left one, it reads like a top left. It reads like the maybe science fiction related or future related. It can mean something about a speed or something. Everyone has different perception about that font. But if you took at the right, maybe it can be like something like a thriller or a psychological horror like Death Note or something like it. So it changes your perception from different fonts by using different fonts. There is this same thing with another example. On the right side, on the right image, you can actually basically know this is a comic. On the left side, you can know that this is like something written on blood and something for the psychological thriller. So same thing, but it can speak with you differently by evoking different emotions in your brain and hitting you subconsciously. So font turns words into stories. So how can it? So this is the example of a recent breakout series Stranger Things. So this font is directly inspired from the 80s Stephen King books. So when you see that you know that this may be based on the 80s or this thing kind of old thing like 1980s or 1990s because most of the typography here are from those at that time. But if I do the same thing in this way, it looks kind of modern. Maybe this is based on future science fiction films poster title. It looks cool. It looks modern. And maybe this is a story about a guy in future like 100 years from future. So I'm using the same thing, but it's speaking to me differently because how I have arranged the design and the font. So this is why fonts are very important. So fonts alter the meaning of the words. So this is maybe the most popular example you see the internet. I will always miss you with love signs as I. So you know that it's for expression of love. On the right side, it's the same thing, but maybe it's the killer running away from the jail and haunting you. So it's kind of the same thing, but holding different things. So font matters actually. So fonts make others to spend more. Why am I saying that? So take a good look at this example. So the idea is one of the companies gave this example to a random number of people and asked which bar would you like to go and what do you think of it. So everyone has different opinions of the same bar. So I want to take a look at the right bottom. On the right side, right bottom. If you zoom it, you see this. So after testing, they found out this typography and this design helped audience or the consumers to know that this is an expensive hotel. Hidden drying and this is not for casual stuff. You can wear a suit to go there and it is sophisticated. Maybe classical music, not rock and hook hip-hop music. So maybe a different one can look more hip-hop like the second one from the left. It has like a cool vibe. It goes well with the teens and kids of the town. So it speaks with different types of things with audience. So this was proof that this is the most expensive one and this is for the businessman. So they tied it on a random subject numbers and they did the research. I'll leave it at the end for you to check out. So now let's go to semiotics. Semiotics is a concept that when a word or design gets so popular that it changes its meaning. So whenever you think of Coca-Cola, you have that perception of this cursive writing of Coca-Cola. You cannot think of it any other way because they have been branding it like for 500 years. So semiotics is the study of it. So this is like a stereotype. So comedy films that was released in the 90s to early 2000s. They tried to use the font Jillsons. I will show you an image right away. And romantic comedies, they use the font DDOT. So the first one is the Jillsons and the second one is for romantic comedy. If you can visualize it, you can find many movies started by Brad Pitt, Angelina Jolie and others. That whenever it is a buddy comedy in the 90s or early 2000s, they may have used the first one. And if it's a romantic comedy, it's the last one. So the last one, the Trazan font, it's the Trazan font. It's kind of the most sophisticated one among the others. And this has been widely used by many typefaces. And this has also been used in the Oscars in 2006 from there. They used it kind of like six or seven years. They recently changed it. So on the whole, fonts influence you. And as I said before, fonts basically influences you by working with your brain and your subconscious. You don't know you are getting what information from the font, but it's basically directly speaking to your subconscious. And this research done by Dr. David Lewis, I will add the link at the rest. So it turns this plenty of information to your subconscious. That's the whole point. So this is a quite nice example by the same guy. So he did this research as well with test subjects. So basically he gave two set of audiences the same soup, but with a different menu. So they did that with two fonts. This is the Courier New font and this one is another font. So the outcome is the Lucera Calligraphy font. This one had more interaction with the audience. What happened is two-thirds more of those two-thirds people said this soup was better than this one, but they were given the same soup. So basically what happened was the change in typography. So that's the power of typography, why good fonts matter. So there is another example. Can a typist make you appear more intelligent? So what happened? There is this guy. I will link the research as later on. So he submitted his assignments till fourth semester, like fourth semester. He did it with Times New Roman and he got a straight A minus average grade. So later on he tried with Georgia and he got an A for the next four semesters. So he said that I didn't got intelligent suddenly and my progression was same, but somehow after changing the font I had a direct impact with my grade. So there are many students you can try it, but I don't know if it's working because the teachers are smart as well. So this is quoted from the book of Sarah Hinman. So she had a logical explanation of why this happened. So what she said that Times New Roman was built for narrow column whites. So the student used for assignments with longer whites. It didn't actually make a good impression with the teachers, but when the student used Georgia, it kind of worked for him. So there is that explanation from there. So I have talked a lot about typography and things like that. So let's talk about some iconic fonts and typography that we see throughout history. So this is NASA. NASA, this logo is very famous for this has been to the moon. And this is Coca-Cola. That was a statement saying that this logo has been the same for the last 400 or 500 years. So there is this little history about that NASA logo that when Richard Nixon was president, he was trying to make NASA cool and he tried to resonate NASA with the young audience like teens and pre-teens. So they find it an aspiration to work for or know NASA as a fun thing. So they turned this really old boring manuals and replaced with really visualized things like cartoons. They changed up the typography. They used different colors. By 1977, the NASA brand was totally revitalized by the use of different nice typography. So there is this font that is everywhere. So this may not happen in Nepal because every culture has different way of growing up. So this font, this donut font, this appears a lot in Europe and North America. So what happened is that it was used by many film trailers and movie posters and album titles and many other places. So this is the font Cooper Black. So this guy was the first man to really push it. So after World War I, they wanted to have the most bold typography without breaking up the legibility. So Cooper Black was the guy who invented this font and it really resonated with the audience. So there is this video on this font, on Vox channel, why this font is everywhere. You can check it out if you want. So what I'm telling you is that fonts give words personality. So this is a kind of joke. I don't want to read it. But you can get the gist of it that when three fonts work into bar and there is comic sense there as well. And the barman says, sorry, we don't serve your type in here. Just a negligee comic sense over uses in throughout the history. So we all know that WordPress got a facelift recently. The WordPress page got a recent revamp with new typography. As soon as you got the new typography and new design and new style, everyone seemed to like it more and it instantly feels more modern and resonates more with the audience, the Snapchat, kids, the TikTok people and the Instagram influencers as well. So if you want to design for the web with nicer typography, there are many tutorials. Even today, Avi had a good presentation on typography. So I just want to suggest this book. So I didn't want to go to teach you how to design with better fonts that you can do with as well. I think you guys are all very talented. You can read this book, Refactoring UI. This guy basically breaks down how you can use different typography with different colors and why using high quality fonts can increase your sales. You can earn more money and overall have a little bit more brand presence and overall improve your whole thing. So this is a very nice book. And I'm kind of at the last of my presentation. So whatever I have said, this is like the usual stuff. But there is no hard and fast rules. You have to do this and do that. But there are some nice suggestions like you should keep the words minimum to this length per line and you should use this type of fonts on titles. But because you know how your audience is, how you target your audience. Because if you're writing comics and you give a very sophisticated font for your title, it may not go well with the audience you are targeting. So keep experimenting and keep evolving because the trends change. Because whatever I'm saying, it's not hard and fast rules. The fonts we are using, this type of font I have used in this presentation, it may not go well in 20 or 30 years because trends change. People's culture change and we grow as we grow older. So there are these resources that I talked about. So Why Font Matters by Sarah Hinman. This is a very nice book. You can check some of the research that I shared in that book. YouTuber Phil Edwards had this video on YouTube how the US government got hip graphic design. This would tell you about the NASA thing. And Vox Media why this font is here. It would tell more about the Cooper Black font. And some researches. So in this presentation I have used the Viral font if you wanted to know. So thank you for listening. I'm Saif. This is my social handles. If you need my website, my email, my Twitter, and if you have any questions, you can speak to me. Maybe back in there we have someone. So maybe no questions at all. Okay, I guess no questions. So thank you.