Attention Type

Attention Type is a reactive typeface built around the fractured nature of modern reading. In an age of constant content and instant feedback, audiences skim rather than absorb, scrolling through an endless stream of information without ever truly stopping. Attention Type raises awareness by making the act of reading quite literal and visible. Through eye tracking, the typeface monitors whether a viewer is genuinely engaged with what they're consuming. Look away, and the type fractures and disappears. Return, and it rebuilds slowly, creating a deliberate friction that discourages distraction and rewards focus. An accompanying campaign, both physical and digital, extends the conversation further, confronting audiences with just how fractured modern reading has become.