What is Type?

Expressive

Expressive

Expressive

Decorative

Nostalgic

Occupational Identifier

Image

Image

Identity

Image & Identity

Cultural Identity

Community Property

Essential to the Design Business

Essential for Specifying and Explaining Design

Instructive

Instructive

Instructive

Finding

Finding, Discovering…

Finding, Discovering and Getting Lost

Available and Accessible

Ubiquitous

Suspect

COTSISSNOW

Malleable

Life Saving

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

Solving Information Problems with Type

Line Length

Leading (line spacing)

Shifting Type

Signaling with Type

Elements of Letters

Steve Jobs hired Paul Rand to do a typographic design for the next logotype.

Who did Palm hire top do the typography on their first product release?

Who is NASA’s typographer?

Could it be you?

A New Aesthetic for Typographers

The form factor for a private information experience will never be much larger than your head.

Dutch style miniaturization is rewarded by the market again.

Privacy and anonymity are increasingly valued.

Screens replace paper as popular rendering platform.

Economy Drives Typographic Change

What role does typography play in the shift of focus from Human Computer Interaction to Human Information Interaction to Human Information Experience?

User interface

Design process

Adoption

Learning

From HCI to HII to HIE

If Only in Better Design Documentation

If Only in Better Design Documentation

Typography Fundamentals | University of California Berkeley | 10 April 2002

We seek pattern involuntarily.

Elements of letters, letters, words, sentences, paragraphs, labels and so on, all form patterns.

Typographic Signals

WeightShiftLine spacingLetter spacingFont CaseItalicsPosition and CompositionContrastColor

Signals

A ready-to-use component.

Type is (Already) Designed

Analyze an Example

Use drawing to indicate the typographic signals of a better design.

A White Board Exercise