As written text has merged into graphics, the shape, size, and color of text has come to influence how we, as readers are affected by it.  But why is this? Why do we no longer simply read a sign for the words that are on it, but find the eye traveling to a more “attractive” looking sign, even if it contains the same exact text? I know that I myself have fallen victim to this attractiveness factor. I see a colorful, visually appealing advertisement and I find myself immediately drawn to that company, even if the one with the boring advertisement may have better deals.   

So why is this? The answer is time. And societies concept of time. We no longer want to spend hours researching and comparing products to determine which is better for our needs. No, instead technology as lured us into believing that all we need to know should be visible in the blink of an eye. Or 140 characters, shall we say. A study showed that out of the billion people watching videos online, approximately 20 percent will stop watching within 10 seconds if something hasn’t grabbed their interest.  Lets be honest, who here hasn’t found themselves about to throw their computer out the window when an internet browser doesn’t load after 30….or maybe more like 5 seconds. I know I have. This is why the physical appearance of words now hold so much meaning. Color, size, and shape all initiate an immediate response in our brains. We see curly flourished writing we think expensive, bold and contrasting means elegant and modern. These simultaneous connections  shape our immediate feeling towards the words and either encourage us to read on or turn us away.