Photo by Alexander Andrews on Unsplash

When I was at university, one of my lecturers casually mentioned that Helvetica was his favourite font. The first thing I did when I got home that day was to change the font on my latest assignment from Times New Roman to Helvetica. After talking with some of my friends, I surmised that everyone else had done the same.

Reading the first two chapters of Bronze Seeks Silver: Lessons from a creative career in marketing by Mat Zucker, reminded me of my need, twenty years ago, to impress…