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Type is an underestimated but a key element in design. To the casual observer it appears to be a silent player — just words on a page. In reality, it adds to the message and reinforces the content and imagery. It contributes to the overall impact. It has true power. Look around at the thousands of fonts there are to choose from. Each one gives a slightly different mood. It can be formal, serious or playful. It can be feminine, masculine or childlike. The use of type in a layout conveys an idea. Change the font and change the impression.