It’s our job as [typographers](/glossary/typographer)—as people who *do* know about type—to help guide our audience by invoking the most appropriate emotional response.
-For an interactive example, Adobe Fonts created a light-hearted game with type educator Sarah Hyndman to explore some of the traits associated with certain typefaces. You can play the game online at [game.fonts.adobe.com](https://game.fonts.adobe.com/).
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[//]: # (1st content drop: This would actually be a great place to get Sarah Hyndman to share on overview of her work in this area, which could be used as a key summary on emotive responses to type.)
Although most readers are unlikely to have a detailed knowledge of typographic history, the shared cultural understanding they bring to type is frequently based on history: Type can often evoke a feeling from a certain era, from [blackletter](/glossary/blackletter) type that depicts medieval contexts, to curvacious, bell-bottomed display faces that instantly conjure the feel of the 1970s.