Designing Stereotypes
As designers it is important that we address sexism in design, such as typography, advertisements, product packaging, etc. Describing fonts as “masculine” or “feminine” in typography is historically and culturally loaded. Language is powerful, typography makes language concrete. Language has a shared meaning and heritage. When they write “delicate and light” is feminine, “strong and bold” is masculine, they’re really saying “women are weak, men are strong”. It’s that simple. This language is corrupt and bankrupt in today’s society. This campaign is aimed at designers to show that gender shouldn’t be used as a metaphor when better, simpler language is available.
