It’s not just you: Snapchat does suddenly look different.
Tucked away in an update deployed yesterday, the ephemeral photo messaging app completely changed the font on the contact list and Stories page, shifting away from Helvetica to a font called Avenir. (The texting toolbar font remains unchanged).
At least Snapchat is just being true to its whole modus operandi: Nothing lasts forever. Still, cue the freak out.
People didn’t care for the change, with 74 percent of nearly 3,000 mentions of it online trending negative according to Brandwatch. “Many negative mentions talk about how the new font makes the app look like another operating system or style of phone,” Kellan Terry, a Brandwatch analyst, told Digiday, as evidenced by these tweets:
Hate the new snapchat feel like I have a Samsung with the font
— Abby (@abbyfent17) March 9, 2016
the new font of the snapchat update got me feelin like i have an android
— Gadielle (@GadielleErin) March 9, 2016
this new font feels like I’m using snapchat on a blackberry
— Jerome Billingham (@Jeromebilll) March 9, 2016
For a second I thought my phone was an Android when I saw the new Snapchat font and I almost threw up
— ellyeah (@ewershizzle) March 9, 2016
Within the reactions, women accounted for 63 percent of negative feedback: The phrases “hate the new Snapchat font” and the “font is disgusting” was repeated more often by women than men.
Snapchat is the latest brand to cause a meltdown on social media because of a minor design tweak. It joins Spotify, which recently changed the color of its signature green, and Apple, which released a new font on iOS 9. Both changes were slammed online before people got used to it.
“Negative mentions will accumulate simply because updates alter user experience, no matter how slightly,” Terry said. “Users become comfortable with how an app works, and when an update changes anything, people go to social media to air their grievances.”
Snapchat didn’t immediately respond for comment.
Digiday+ Research: Nearly two-thirds of publishers think they will lose when the third-party cookie dies
Publishers have been busy prepping for the end of the third-party cookie, but that doesn't mean they think they'll come out on top in the post-cookie era. In fact, publishers count themselves among those who stand to lose from the end of the cookie.
Media Briefing: Publisher execs fear lack of visibility for Q3, but feel steady year over year
Publisher execs share how Q2 shook out for their businesses as they brace for an equally murky second half.
Spotify cancels six true crime podcasts amid layoffs, Gimlet-Parcast merger
Spotify is canceling six shows and laying off 200 people as it merges its Gimlet and Parcast units to push its podcast business towards profitability.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
As AI spreads across the marketing landscape, data’s role will be key to success or danger
There’s a growing awareness of the risks inherent in AI's ultra-powerful potential, but whether enough steps are being taken to mitigate them remains a huge question mark.
‘Not the future’: European publishers remain steadfast in blocking alternative IDs to third-party cookies
Some European publishers believe alternatives to the third-party cookies, probabilistic or deterministic, will do more harm than good to their ads businesses.