ABUSED TYPE
Does it really matter if a design uses "bad" typography?
Overview
Typography is a big area of graphic design, transcending all aspects of graphics. It is a significant part of our environment, proven in the evidence we see around us everyday be it advertisements, packaging or signage. It plays an integral role in our culture, allowing us to communicate visually with each other through written language. It is our tool of communication and it is 'a powerful tool for anyone who has something to say' Spiekermann & Ginger, 2003, p.7).
When we communicate messages through design it is important to make good use of typography. The impression of a message can change depending on the way it is presented. There are many aspects to consider such as choice of typeface, use of space, colour, setting type, and alignment to name a few. Selecting an appropriate typeface and applying good typographic skills will enhance the design and allow the intended message to be conveyed correctly.
It is interesting, knowing how important typography is, yet there are so many typographic designs out there which fail to use it appropriately. This typographic abuse is often due to designs being created by people who do not know the set typographic conventions or do not think carefully enough when manipulating a typeface. A high percentage of amateurs manage to break most of the typographic conventions without even realising it. It is true that some designers break the rules on purpose and it is acceptable, but only if communicates the necessary intention, however it is important to know the rules of typography before you break them.
Therefore, the aim of this report is to educate non-designers on the common mistakes they make [according to the professionals] and to find out whether it really matters if a design uses "bad" typography.
Quotes
"Typography is an art that can be deliberately misused"— Robert Bringhurst
"I would question anyone who thinks that effective design, no matter how it looks, is not in some way good design" – Jonathan Baldwin
Chapters
Introduction
An overview of what the report aims to do. It will explain why this is a valuable topic and why non-designers should listen.
Abused Typography
The first chapter will focus on finding examples of "bad" typographic designs in the environment. The collated examples of abused typography will be analysed in order to compile a list of the common mistakes non-designers tend to make, acting as a guideline of what-not-to-do for amateurs.
Typographic Conventions
The second chapter will explain why these typographic errors are classified as bad, referring to the conventions of typography. The found examples will be shown to professional designers to get their reactions. It is important to outline the rules and retrieve designers opinions because in order for people to understand what is "bad" they must first understand what is acceptable.
Good Designs
Chapter three will compare a poor design with examples of well designed typography. The aim of this chapter is to show non-designers the vast difference that following the conventions make to the appearance of the design.
Following Conventions
This last chapter will take one or two of the found "bad" examples and focus on redesign it, applying the typographic conventions in order to show how it can be improved. The new design will be used as an experiment alongside the original to investigate whether the conventions are beneficial.
Conclusion
A reflection of how the experiment went. The conclusion will discuss whether or not the experiment of redesigning an example was successful or not – whether poorly applied typography really does make a difference to the communicated message and whether the target audience noticed the difference.
Action Plan
In order to write my report I will need to carry out a wide range or research. This research may not all be useful, however by achieving all the tasks I will be able to select the most appropriate information to use. My research will consist of:
Learn the detailed rules of typography by spending some time in the library reading books and articles on the subject.
Interview designers/ typographers to find out what rules they always follow when dealing with typography. I also want to find out the things they would stay clear of in order to see if this corresponds to the errors non-designers make.
Collecting visual evidence of bad typographic designs; gathering leaflets and taking photographs of designs in the environment e.g. take away menus and shop signs in Walworth Road, London.
Asking shop owners what message they think the typography of their shop sign communicates and asking the same question to people to see if it is actually sending out the intended message.
Gathering opinions from designers on the "bad" examples I find.
Interviewing non-designers to find out how much they know about typography. This would be useful to information to relate to the results of my experiment. If people choose to pick up a professional designed publication over a "bad" designed publication, it would be useful to see if they know why they find it more inviting.
Watching the film documentary: Helvetica to learn why is it such a well used typeface. Learning what is so good about the typeface may help me explain how a good typography will enhance a design.
Investigating how Hoefler and Frere-Jones created their typeface Gotham. Gotham is based on bad typefaces, learning from what they class as "bad" may help me to spot my own findings of "bad" designs.
Taking photographs and collecting examples whilst I am in New York over the summer. Gathering research from different another city will provide me with wider range of typographic examples.
Choosing one of my examples and redesign it using the typographic rules in order to show amateurs how it is done.
Bibliography
Films
Helvetica (2007) Produced and Directed by Gary Hustwit. London: Plexi Productions under the license of Swiss Dots in association with Veer. [Video: DVD].
Books
Pao, I and Berger, J. (2006) 30 Essential Typeface of a Lifetime. Taiwan: Long Sea International Book Co. Ltd.
Jury, D. (2002) About face: reviving the rules of typography. Miles: RotoVision.
Squire, V. (2006) Getting it right with type. London: Laurence King Publishing Ltd.
Spiekermann, E & GInger, E.M. (2003) Stop Stealing Sheep & find out how type works. 2nd ed. Berkeley: Peachpit Press.
Felton, P. (2006) The Ten Commandments of Typography. London: Merrell Publishers Limited.
Articles
Rawsthom, A. (2007) Helvetica: The little typeface that leaves a big mark. The New York Times: Style, 1st April. Anon.
Websites
Molinaro, R. (2009) Abused Typefaces. [Internet]. Available from http://artequalswork.com/2009/01/abused-typfaces/ [Accessed 19 May 2009].
Anon. (2008) Gotham: Barack Obama's favorite font. [Internet]. Available from http://www.youtube.com/watch?v=Ow6ajKO0XsM [Accessed 9 July 2009].
Hoefler and Frere-Jones. (Anon) Gotham: An American Vernacular. [Internet]. Available from http://www.typography.com/home/index.php [Accessed 9 July 2009]
Johnson Banks. (2009) Poverty Over. Available from http://www.johnsonbanks.co.uk/thoughtfortheweek/ [Accessed 14 July 2009]
Hi Carly,
ReplyDeletethis is 99% there I think. Just a couple of minor typos here and there - get your magnifying glass out and hunt them down.
You say, "Investigating how Hoefler and Frere-Jones created their typeface Gotham. Gotham is based on bad typefaces, learning from what they class as "bad" may help me to spot my own findings of "bad" designs."
I don't think Hoefler and Frere-Jones saw the type surrounding them in NY as 'bad' - they were more interested in the vernacular or the accidental style that it presented. Their typeface is a celebration of their observations.
You'll need to maybe define what you mean as 'bad' early on in your report.