Thursday, October 20, 2005

Chapter 7: How it works

Letters were originally invented to help communicate not high culture, but mundane things like the amount of goods delivered or their value in barter or currency. Phoenicins called it aleph and the Greeks called it alpha.

With such a mixed history, no wonder our alphabet looks so unbalanced. Anyone inventing a new alphabet today would doubtless be more practical and make letters more regular. Letters are like trees, hardly ever appear by themselves, except A and I. When a bunch of letters are put together, they fight for position to be recognized. If your text is going to be fairly long and that it will require some time to read, you should adjust the layout accordingly. Lines should be long enough to get complete thoughts into them and there ought to be enough space between them to allow readers to finish reading a line before their eye gets distracted by the next. If you want you type to be read you have to make an impression in your ad, you can't wait for the reader to get settled and look for your type, you have to make it flashy. Typographic details and refinement relate to everything else; if you increase your word spacing, you have to have more space between the lines as well. This is fixed by adjusting the kerning and spacing. When designing, we could make all of our designs and type different sizes, move them up and down, overlap them, put them into the background, or turn them sideways.
Design is endless and it all lies on the desinger and his or her imagination.


Post a Comment

<< Home