Brands are going to great lengths to seem more human. Results may vary.
By now you’ve probably already noticed it in some of the brands you use daily—“hand-drawn” typography or hastily scanned textures layered over otherwise unremarkable photos. Maybe your cleaning product brands use visual references from a time when “things were easier,” like hand-painted signage and retro illustrations. Or they’re using imperfect blobby type that’s supposed to help designs feel “organic.” Ever notice that your favorite new bakery’s identity seems purposely a little ugly?
