Upon receiving Veer’s Type of The Times e-mailing (November 9th) I was rather intrigued by the fact that their Top 5 sellers were all scripts. I was convinced until then that sans serifs and text faces generally were the top sellers at most type distributors. A perfect opportunity to ask Veer’s type man, Grant Hutchinson, for his thoughts on this. Imagine my surprise when he told me their entire Top 20 was comprised of nothing but scripts.
In terms of pure revenue and multi-seat licensing, the traditional text faces sell more. But in terms of unit sales (pure numbers) the more unique and personable display and script faces always sell better. This has been the case from Image Club through Adobe Studios through EyeWire.
Could it also be a sign of the times, a reaction to the overusage of “clean sans serifs”, just like the reason — on a basic user level — gazillions of end users apply Comic Sans as an alternative to the aseptic, “boring” Arial?
Scripts are especially hot right now, I think, due to the need for things that have a personal touch. A humanity to them, if you will. Plus, you just can’t get a lot of the faces that we are selling anywhere else. People haven’t seen them, and they want them.
Here’s the complete list:
- Stephanie Marie by Jason Walcott (Jukebox)
- Gizmo by Nick Cooke (G-Type)
- Miss Le Gatees by Alejandro Paul & Charles Bluemlein (Umbrella)
- Annabelle by Jason Walcott (Jukebox)
- Fenway Park by Jason Walcott (Jukebox)
- Cocktail Shaker by Stuart Sandler (Umbrella)
- EF Petras Script by Petra Beiße & Günther Flake (Elsner+Flake)
- Valentina Joy by Jason Walcott (Jukebox)
- Sudestada by Diego Giaccone & Alejandro Paul (Umbrella)
- Amorinda by Alejandro Paul & Angel Koziupa (Umbrella)
- Brisa by Alejandro Paul & Angel Koziupa (Umbrella)
- Zanzibar by Gabor Kothay (Fountain)
- Kon Tiki Enchanted by Jason Walcott (Jukebox)
- Goo Goo Gjoob by Andrew Smith (Letraset Fontek)
- Voluta Script Pro by Viktor Solt-Bittner (Adobe)
- Arcana Std Manuscript by Gabriel Martínez Meave (Adobe)
- Bickham Script Std by Richard Lipton (Adobe)
- Luxury Royale by Jason Walcott (Jukebox)
- Andantino by Jason Walcott (Jukebox)
- Scriptorama Hostess by Jason Walcott (Jukebox)
See also: The Serif is Dying
Yves Peters is a graphic designer / rock drummer / father of three who tries to be critical about typography without coming across as a snob. Previously columnist for Typographer.org and editor-in-chief for The FontFeed, he has found a new home on Type Network. His ability to identify most typefaces on sight is utterly useless in daily life.