What is Type? Typography Fundamentals
Expressive
Decorative
Nostalgic
Occupational Identifier
Image
Identity
Image & Identity
Cultural Identity
Community Property
Essential to the Design Business
Essential for Specifying and Explaining Design
Instructive
Finding
Finding, Discovering…
Finding, Discovering and Getting Lost
Available and Accessible
Ubiquitous
Suspect
COTS ISS NOW Malleable
Immortal
Every information problem can be solved with four typefaces. — Wolfgang Weingart, November 15, 2000 Why is it Worth Doing Well?
Serif and Sans Serif Serif Sans Serif
X-Height
Stroke Proportion
Type Size
Type Weight
Word Spacing
Solving Information Problems with Type
Line Length
Leading (line spacing)
Shifting Type
Signaling with Type
Placeholder
Privacy and anonymity are increasingly valued. Economy Drives Typographic Change
We seek pattern involuntarily. Elements of letters, words, sentences, paragraphs, labels and so on, all form patterns. Typographic Signals
Weight Shift Line spacing Letter spacing Font Case Italics Position and Composition Contrast Color Signals
A ready-to-use component. Type is (Already) Designed
Would your design survive paper, web, television, phone and audio only presentations? Could your solution adapt to currently unknown rendering technologies? Questions
Would your design survive paper, web, television, mobile and audio only presentations? Could your solution adapt to currently unknown rendering technologies? Questions Can you design without knowing something about typography?