字体的隐藏力量
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The science behind how design choices influence perception and behavior
设计选择如何影响感知和行为的科学原理
By Rob McKaughan
作者：Rob McKaughan
With the debut of Aptos, why do we need more fonts? Why not just use the default fonts and settings and get on with it? The matter may seem trivial, but typography design has a profound effect on how we perceive and process information. It can mean the difference between skepticism and persuasion, critical thinking and intuition, or creativity and boredom.
随着Aptos的推出，我们为什么需要更多字体？为什么不只使用默认字体和设置，然后继续工作呢？这个问题可能看起来微不足道，但是字体设计对我们如何感知和处理信息有着深远的影响。它可能意味着怀疑和说服之间的差异，批判性思维和直觉之间的差异，或者创造力和无聊之间的差异。
Simply put, design matters, and a growing body of research backs that up. We are finding that documents with good design have more impact, are more influential, and create better outcomes than those without.
简单来说，设计很重要，越来越多的研究支持这一观点。我们发现，具有良好设计的文档比没有良好设计的文档具有更大的影响力，更具影响力，并产生更好的结果。
The results of these studies are amusing, surprising, and sometimes even a little unnerving. Among other findings, they show that typography is as effective as chocolate at improving creativity. That delectability (and a deep love for design) is why Microsoft has invested in typography for decades.
这些研究的结果令人娱乐、惊讶，有时甚至有点令人不安。除了其他发现外，它们表明排版与巧克力一样有效地提高创造力。正是出于对设计的热爱（和深厚的设计爱好），微软才在排版上投资了几十年。
The Microsoft typography journey began in 1992 with the introduction of TrueType and a new font to showcase the new font format: Times New Roman. Three years later, we worked with Adobe to release OpenType, enabling typographi...