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As human being, when we use products, websites and applications we experience complex social and emotional responses. These responses are not different from the one we experience when we interact with real people. We are able to perceive -both in people and in things - personality traits and emotional signals, even when this was not the designer¡¯s intention. This is true even for typefaces. 90% of the design we encounter in our lives is typography. We are continuously exposed to it in our everyday life. Unwittingly, typography has a great impact on how we act, interact and relate to objects. It can set the mood, influence decisions and be used to tell stories. You can even perceive personality through typography. This is why designers will often say that a typeface can express more than it writes. Before even understanding why, we are attracted to and buy that specific brand of mayonnaise because the typeface makes it look genuine and fresh. We love an advertising campaign because the typeface used is readable and friendly. We even trust a brand because their logotype looks luxurious and reliable. Our decisions can be completely influenced by the way we use typography, altering perception and triggering mental process that lead to behavior. Starting from the point of view of Donald Norman, author of the book Emotional Design, and from the book of Aaron Walter, Designing for Emotion, through practical examples and lively interaction with the audience, I explore how typography can create emotion, beauty, mood, pleasure, memorability but also frustration and rejection.Read less