Overall expressiveness of the font - does is stand out or blend in?
Sophistication, finesse vs robustness, sturdiness, solidness.
Is it solemn or in the mood for fun?
Organic refers to shapes that flow and are built with natural or uneven lines, rather than rectangual straight lines.
Progressive is new, refined, reinvented.
Does it elicit an emotion? As opposed to progressive, who can just be catalogued rationally. Does it feel different than what you are usually familiar with?
Discreet is a font that sits rather quietly, then you pay attention to it and you see it's actually pretty expressive, like Verse Sans.
The overall feeling, rather than overtly fun or serious.
Copyright © 2021 Font Brief