I Mean Business. Says Who? asks what makes a typeface feel “businesslike,” who makes that judgment, and how useful the label is when a designer must choose.
Starting with Google Fonts’ human-assessed Business scores, the site examines the collection, measures letterforms, tests typefaces against different briefs, and invites you to weigh the trade-offs yourself. Each step reveals choices that scores alone cannot settle.
This interactive study accompanies the forthcoming book A Designer’s Guide to Data Visualization (2027), which examines how decisions about data and its representation shape what we see and understand.
The site loads Google’s scores from its public repository; the letterform analysis covers 1,663 distinct designs. Your responses remain in your browser tab and are not collected by this site.