At twcreative® we stay curious. If new tools help us create more distinctive, effective work, we’re in. But design still needs intent. It should do more than respond it should resonate.
There’s a growing buzz in the design world around “reactive typography”, typefaces that adapt in real time to context, screen, even eye movement. Monotype’s Re:Vision 2025 report calls it the next frontier: fonts that flex, morph and evolve based on your environment.
But is that innovation, or interference?
As AI gets woven deeper into design tools, the type world is asking tougher questions. If a font can resize itself based on your gaze, or reweight for light levels, is it still design, or just data responding to data? At what point does readability become overreach?
Type designers have already raised a flag. The Verge reports a growing tension: AI-generated or adjusted fonts might streamline UX, but risk flattening style, stripping intent, and removing the designer’s hand.
Because great typography isn’t just about clarity. It’s about character. Meaning. The space between tone and content. And when everything flexes automatically, something human gets lost.
At TW, we’re always looking ahead. We’re not wedded to any philosophy if something moves the work forward, makes it more engaging, more effective, or more distinctive, we’re open to it.
We see reactive design as an opportunity, as long as it enhances the message, not just the medium.
Because in the end, great design adapts.
Let’s keep in touch.
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