Why was it necessary to change the font to AvenirLTStd-Roman? The typeface is smaller and more difficult to read and the content appears to be the exact same. What value does this add for the consumer?
The font itself it the issue. It's Avenir and it was developed for print purposes a few decades ago. That's why the x-height is so short. A short x-height can make two fonts of equal size appear smaller and harder to read. Would love to see you guys switch back to Helvetica or try out a newer font designed for the screen like Adobe Source Sans. Both have nice spacing and tall x-heights....great for screens!
It's a safe bet that the switch was done more for brand design purposes than functional purposes. But with the way Mint users need to access data—and the sheer amount of it presented on a single screen—function should trump brand. You still have plenty of Mint brand elements, so it's not really contributing anything. It's not like without that font I would think I'm using Instagram.
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