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When you see the word "soft" what do you visualize? Blue? Puffy clouds? Babies? Cheese?!? (that one came from my roommate, who is not a visual person!). You can help convey an idea by manipulating typefaces. Try using a bold stencil typeface with a granite background for the word "soft." Shake up the viewer's preconceived notions for attention to the product or service in your projects.