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Emoji is arguably the most important font this decade, but can be a frustrating way to communicate.

If I respond to something with  I’m telling my friend that I’m not happy about something. But it’s “emoji unamused” not me. The same thing applies with reaction gifs. There’s a de-personalisation, a layer between you and what you’re really trying to express. Often this is a good thing, we can get the point across without getting all sad and emotional.

Is there a middle ground here? Use your own face for a quick reaction/emoticon when you’re communicating via device. Personalised reaction/gifs/emoji? That’s why snapchat has been so popular - somewhere in between talking to a friend and writing to them.

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