I've passed by typographic classes during my art major. Letters that have human like shapes generate empathy and becomes easier to read. That's one of the firs

I've passed by typographic classes during my art major. Letters that have human like shapes generate empathy and becomes easier to read. That's one of the first thing they taught us. You need a touch of organic feel to the letters shapes for the words to flow better. Fonts like Futura generate less empathy and are harder to read subsequently because it's all made of pure geometric shapes. Any designer with taste will never use this font for long text. This is a very basic typographic concept. Which imo make sense as a marketing speech for a brand that try to not offend anyone. Pure corporate blandness