31188a – Progress Challenge 01

By Colleen Sedgwick

Article on typography

You are required to:

• Write a 500-word article examining why and how graphic designers use typography resolve a design.

• You must cite at least one example newsletter featuring typography.

• Use research to evaluate how this has been influenced by past and current trends and the implications on your own practice.

• You may also explain a bit about the history of type, fashions and the different typefaces as long as you address that type can also be created by nature and manufactured objects.

NOTE: You will be able to integrate feedback from discussions and self-check submission, for integration into Assessment 3 Part A.

Answer

A Brief History of Typography

During Pre-historic times, European and Indigenous cave dwellers painted or carved on cave walls.  Hieroglyphics (pictographs) followed, and then calligraphy (the art of writing with a fountain pen or quill).

The time-consuming nature of writing gave way letter punches, stamps, seals and other machines used to produce text efficiently and consistently.  The Gutenberg Bible, invented in Germany, used a style of lettering called Black letter[1].

The Rise of Print

Roman script re-emerged during the Renaissance, drawing its inspiration from Roman Times.  Its thinner script, clearer, simpler lettering, more harmonious or symmetrical shapes, and contrasting thick and thin strokes and serifs (strokes on the ends of the letters) all made it easier to read.

The Eighteenth and Nineteenth centuries saw the onset of slab serif typefaces – variations of serif typefaces that were taller, wider or bolder than their Roman counterparts, and therefore, more noticeable (all useful in advertising).

Sans serifs, invented before the Twentieth Century, later rose in popularity.  Their characteristics - no serifs, even strokes and geometric shapes - made them easier to read and suitable for headings and signage.

Who determines the design?

While text is useful for resolving a ‘design problem’ (i.e. enhancing readability, gaining the reader’s attention), one could argue that design layout is also important.  So, is the designer, employee or member of the public responsible for this set-up?

You can see an example of layout and typesetting in Gopinath’s account of The Patriot[2], an Indian-based newspaper undergoing technological change during the 1980’s.  Originally, this broadsheet publication used lead-based typesetting methods and eight-column layouts, which took on the appearance of stepladders.

The Rise of Computers

The introduction of computers, phototypesetting and photo bromides changed the layout from uneven to even column lengths; and the kind of type used.  Moreover, the employees (handling the equipment) were responsible for this change – with no inputs from designers at all.

The increased use of computers in homes and business has meant more fonts and typefaces available.  Increased mobile phone (‘smart phone’) or tablet (iPad) usage and content-heavy websites and blogs, called for thinner, ‘flat’ typefaces, enabling more content to fit onto smaller screens, and users to read the text.

Meanwhile, the larger screens on desktop computers and digital TV have allowed for more skeuomorphic images and higher definition fonts.

You could argue that modern technology is a ‘game changer’ in text design.  Measures in traditional media (grammage, length, width, thickness and colour [CMYK values]) have given way to monitor size, resolution, pixel depth, pixel shape and RGB (red, green and blue) values; and content priorities, previously measured by size, type strength and width, are now measurable by keywords, tags and search-engine optimization.

One may thus argue the need for more information, at a greater speed, while still being ‘presentable’, has given rise to the need for computers; all prompting changes in the means by which designers have tackled the ‘design problem’ itself.

While some might believe that the Internet has ‘killed’ print, David Carson (type designer)[3] likened the Internet’s competition with print to that between photography and illustration.  We still need print for environmental design, to draw readers to the internet and the public still read newspapers and magazines – so my answer to this is ‘not yet’.

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[1] Jones, S (2013): ‘The History of Typography in Five Minutes’, in Web Designer Depot, http://www.webdesignerdepot.com/2013/10/the-history-of-typography-in-5-minutes;

[2] Gopinath, C Y (2016): Design or Get Undesigned, in Smashing Magazine, http://www.smashingmagazne.com/2016/04/design-or-get-undesigned;

[3] Carson, D (2003): Design and Discover, in TED.com, http://www.ted.com/talks/david_carson_on_design/transcript?language=en;