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I have to admit, 100% of the time, if you were to place two identical items in front of me, one having spectacular packaging and the other with horrible type and all the crazy colors of a fruit bowl, I’d pick the pretty packaging hands down. Even if it was more money, I’d buy the pretty packaging. Materialistic, maybe? Vain, maybe? I’d like to
think hope chalk it up to good taste. But one this is for sure, it’s the graphic designer in me. I crush on good typography. I live for it. I’m constantly judging magazines and billboards for their kerning. I just can’t help it.