What’s Your Business? by Claire T. TomlinS

Author:Claire T. TomlinS
Language: eng
Format: epub
Publisher: Routledge
Published: 2016-03-14T16:00:00+00:00

Fonts for visual pacing

In oral storytelling, time and culture can be conveyed by the timbre of the voice and pace of the raconteur, providing the atmosphere and presence of a story, painting a picture in the mind of the listener. When print appeared in large blocks, it was difficult to read and comprehend. Through time the written word managed to produce a visual pacing layout and composition, by providing spaces between paragraphs, words and letters. Layouts allow the reader to quickly scan content and focus on the parts that they want to read, whilst gaining an impression on the type of product or topic subconsciously by design presentation, often regardless of what the words say.

Typographies convey distinctive messages, forming the initial impression of a company through lettering, with styles ranging from calligraphy to the latest digital typographies. Typographies are the second element in the CVIS, forming clear differentiation. In the marketplace, for example, Marks and Spencer (M&S), British Home Stores (BHS) and Morrisons (M) have logotypes registered as trademarks. A concern has been in the perceived downgrading of renowned fonts through the digital economic drive and loss of skills. For example, The Sunday Times newspaper, in 2006/2007, modernised its traditional typography and embellishments for a seriffed Roman form so that the same typography could be applied to both paper and digital media.

Letters have to work under different conditions – the look and feel of a typeface produces an emotional response depending on whether it is light or heavy, round or square, black on white or white on black. Through these means lettering can portray happiness, sadness, anger or elegance. As a reader, print and font size appear on a range of media and are read at varying distances. For example, in a telephone directory the clarity of names and numbers layout and print is paramount.

Backgrounds can make letters easier to read and look more dynamic or trendy; for example, psychedelic backgrounds produce a moving image to a typeface set in 2D. The reader registers the type in a particular manner so that the designed response is achieved. This is particularly evident in signage where the chosen conditions and media play an important part in type design. Some signs are read in train and bus stations, in reception areas or on the move as the journey progresses, all aspects of which have to be considered, such as reversed type looks heavier – white on a blue background – than positive type – black on yellow. Lighting effects can change the quality of definition which could be crucial in an emergency.

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