Fonts are dangerous

Calligraphic fonts bedevil me. So, when I saw this ad I thought it was an example of what I like to call a “can’t see the forest for the trees” font. But, no, it was a typo in a Wall Street Journal ad! I feel the company’s pain on many levels (we’ve concealed their name to protect the innocent) — as a copywriter, as an unofficial proofreader who lives in fear of a “can’t see the forest for the trees” typo, as a marketer who imagines how much revenue this ad was supposed to generate, and as someone of Italian descent. So, designers and writers: be careful out there!