The project started almost for fun following the “imprint” theme that inspired the fifth edition of LOVnight in Vanchiglia (an annual borough party in Torino). The "imprint", concerning the Communication area, equals the written word. The written word is a font. We measure the creativity with the fonts every day: they’re the tools of our trade.
So, this assumption aroused our curiosity: if the fonts were people, what kind would they be?
Helvetica is more like a man or a woman? Times New Roman is kind of a middle-aged guy? What kind of music does a Bodoni prefer?
The survey was launched on the occasion of the LOVnight: the curious passers-by were asked to choose the preferred font among the six available and to complete a questionnaire about their preferences regarding music, cooking, reading. In return, we marked the participants with an exclusive water-tattoo with the double-meaning phrase "I have character" written in the font they chose.
Starting from the day after, the project has landed on the mini-site http://checarattere.sixeleven.it where, for a month, it had been possible to fill the questionnaire in, as well as watch and share the pictures of the evening, also published in the Gallery section.
The project has been considered intriguing, entertaining and, most of all, made the people talk about us. That evening, there were about 200 fierce wannabe-tattooed and more than 150 participants who completed the online questionnaire. Worthy of mention is also the social tam-tam on Instagram: 294 followers, 204 photos uploaded with the #checarattere hashtag and about 1928 likes!
Some colorful infographics tell the story and the results of “CheCarattere”