What is Type?

1
What is Type?
Typography Fundamentals University of
California Berkeley 10 April 2002

2
Expressive
Typography Fundamentals University of
California Berkeley 10 April 2002

3
Expressive
Typography Fundamentals University of
California Berkeley 10 April 2002

4
Expressive
Typography Fundamentals University of
California Berkeley 10 April 2002

5
Decorative
Typography Fundamentals University of
California Berkeley 10 April 2002

6
Nostalgic
Typography Fundamentals University of
California Berkeley 10 April 2002

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Occupational Identifier
Typography Fundamentals University of
California Berkeley 10 April 2002

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Image
Typography Fundamentals University of
California Berkeley 10 April 2002

9
Image
Typography Fundamentals University of
California Berkeley 10 April 2002

10
Identity
Typography Fundamentals University of
California Berkeley 10 April 2002

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Image Identity
Typography Fundamentals University of
California Berkeley 10 April 2002

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Cultural Identity
Typography Fundamentals University of
California Berkeley 10 April 2002

13
Community Property
Typography Fundamentals University of
California Berkeley 10 April 2002

14
Essential to the Design Business
Typography Fundamentals University of
California Berkeley 10 April 2002
15
Essential for Specifying and Explaining Design
Typography Fundamentals University of
California Berkeley 10 April 2002

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Instructive
Typography Fundamentals University of
California Berkeley 10 April 2002

17
Instructive
Typography Fundamentals University of
California Berkeley 10 April 2002

18
Instructive
Typography Fundamentals University of
California Berkeley 10 April 2002

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Finding
Typography Fundamentals University of
California Berkeley 10 April 2002

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Finding, Discovering
Typography Fundamentals University of
California Berkeley 10 April 2002

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Finding, Discovering and Getting Lost
Typography Fundamentals University of
California Berkeley 10 April 2002

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Available and Accessible
Typography Fundamentals University of
California Berkeley 10 April 2002

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Ubiquitous
Typography Fundamentals University of
California Berkeley 10 April 2002

24
Suspect
Typography Fundamentals University of
California Berkeley 10 April 2002

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Malleable
Typography Fundamentals University of
California Berkeley 10 April 2002
COTS ISS NOW
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Life Saving
Typography Fundamentals University of
California Berkeley 10 April 2002

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Immortal
Typography Fundamentals University of
California Berkeley 10 April 2002

28
Why is it Worth Doing Well?
Typography Fundamentals University of
California Berkeley 10 April 2002
Every information problem can be solved with
four typefaces. Wolfgang Weingart, November 15,
2000
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Serif and Sans Serif
Typography Fundamentals University of
California Berkeley 10 April 2002

Serif
Sans Serif
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X-Height
Typography Fundamentals University of
California Berkeley 10 April 2002

31
Stroke Proportion
Typography Fundamentals University of
California Berkeley 10 April 2002

32
Type Size
Typography Fundamentals University of
California Berkeley 10 April 2002

33
Type Weight
Typography Fundamentals University of
California Berkeley 10 April 2002

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Word Spacing
Typography Fundamentals University of
California Berkeley 10 April 2002

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Solving Information Problems with Type
Typography Fundamentals University of
California Berkeley 10 April 2002

36
Solving Information Problems with Type
Typography Fundamentals University of
California Berkeley 10 April 2002

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Line Length
Typography Fundamentals University of
California Berkeley 10 April 2002

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Leading (line spacing)
Typography Fundamentals University of
California Berkeley 10 April 2002

39
Shifting Type
Typography Fundamentals University of
California Berkeley 10 April 2002

40
Signaling with Type
Typography Fundamentals University of
California Berkeley 10 April 2002

41
Elements of Letters
Typography Fundamentals University of
California Berkeley 10 April 2002

42
A New Aesthetic for Typographers
Typography Fundamentals University of
California Berkeley 10 April 2002
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 NASAs typographer? Could it be
you?
43
Economy Drives Typographic Change
Typography Fundamentals University of
California Berkeley 10 April 2002
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.
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From HCI to HII to HIE
Typography Fundamentals University of
California Berkeley 10 April 2002
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
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If Only in Better Design Documentation
Typography Fundamentals University of
California Berkeley 10 April 2002

46
If Only in Better Design Documentation
Typography Fundamentals University of
California Berkeley 10 April 2002

47
Typographic Signals
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.
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Signals
Typography Fundamentals University of
California Berkeley 10 April 2002
Weight Shift Line spacing Letter spacing Font
Case Italics Position and Composition ContrastCo
lor
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Type is (Already) Designed
Typography Fundamentals University of
California Berkeley 10 April 2002
A ready-to-use component.
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Analyze an Example
Typography Fundamentals University of
California Berkeley 10 April 2002

51
A White Board Exercise
Typography Fundamentals University of
California Berkeley 10 April 2002
Use drawing to indicate the typographic signals
of a better design.
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Questions
Typography Fundamentals University of
California Berkeley 10 April 2002
Could we test these drawings? Could we use rapid
prototyping tools to tin a series of design-test
cycles? What would this form sound like? Would
your design survive paper, web, television, phone
and audio only presentations? Could your solution
adapt to currently unknown rendering
technologies? If paper becomes a live form of
memory what are the implications for
typography? Can you design without knowing
something about typography?