atw: Re: What's in a font...
- From: "Warren Lewington" <wjlewington@xxxxxxxxxx>
- To: <austechwriter@xxxxxxxxxxxxx>
- Date: Thu, 3 Apr 2008 11:20:45 +1100
Oxymoron for the week:
Emotional Engineers.
wjlewington@xxxxxxxxxx
WJL Consulting.
PO Box 404,
Liverpool, NSW
Australia, 1871
www.wjl.com.au
Phone/facsimile: +61 2 9876 5345
Mobile/cell phone: +61 0408 612 752
-----Original Message-----
From: austechwriter-bounce@xxxxxxxxxxxxx
[mailto:austechwriter-bounce@xxxxxxxxxxxxx] On Behalf Of Christine Kent
Sent: Thursday, 3 April 2008 08:17
To: austechwriter@xxxxxxxxxxxxx
Subject: atw: Re: What's in a font...
Not to mention emotional response. If you doubt emotional response, try
using comic sans with engineers.
ck
> -----Original Message-----
> From: austechwriter-bounce@xxxxxxxxxxxxx [mailto:austechwriter-
> bounce@xxxxxxxxxxxxx] On Behalf Of Warren Lewington
> Sent: Wednesday, 2 April 2008 8:57 PM
> To: austechwriter@xxxxxxxxxxxxx
> Subject: atw: Re: What's in a font...
>
> So true about font selection. Can make a huge difference to
> readability attention span.
>
> wjlewington@xxxxxxxxxx
> =20
> WJL Consulting.
> PO Box 404,
> Liverpool, NSW
> Australia, 1871
> www.wjl.com.au
> Phone/facsimile: +61 2 9876 5345
> Mobile/cell phone: +61 0408 612 752
>
>
> -----Original Message-----
> From: austechwriter-bounce@xxxxxxxxxxxxx
> [mailto:austechwriter-bounce@xxxxxxxxxxxxx] On Behalf Of Stephen Nason
> Sent: Wednesday, 2 April 2008 13:30
> To: austechwriter@xxxxxxxxxxxxx
> Subject: atw: What's in a font...
>
>
> FYI.
> Interesting article in today's Age newspaper (ex LA Times) on the
> power = and
> politics of fonts.
>
> Cheers,
>
> Steve
> _________
> [begins]
> Obama finds a reliable type to deliver message
>
> Adam Tschorn , Los Angeles=20
>
> The Age, 2 Apr 2008
>
> In the US presidential race, typefaces say almost as much as the words
> = they
> form.
>
> IT'S one of the most visible choices Senator Barack Obama has made,
> and = it's
> burning up the blogosphere and YouTube, being debated on the radio,
> even
> parodied.
>
> It's a typeface, of all things; one called Gotham, which the Illinois
> Democrat chose for his rally banners and campaign signs and which some
> typographers are calling the hot font of 2008.
>
> Though a discussion of fonts may seem obscure, anyone who has agonised
> = over
> the look of a wedding invitation or sweated over a resume knows that
> the
> shape of letters can say nearly as much about a person as the words
> they
> spell out. And in the computer age, the message conveyed by a font is
> no
> longer subliminal. It's overt.
>
> "We see type as the clothes that words wear," typographer Tobias =
> Frere-Jones said. "You have more than one outfit in your closet
> because you don't = wear
> the same thing to the office that you'd wear to the beach."
>
> Typefaces with big round Os and tails are considered more friendly, =
> whereas linear fonts evoke overtones of "rigidity, technology and
> coldness", according to British psychologist Dr Aric Sigman. With
> artistic = flourishes
> such as a tail on a lower-case "a", serif styles "conjure images of
> trustworthiness", whereas uncluttered sans serif styles "carry less
> emotional baggage", he says.
>
> The serif typeface used in Senator Hillary Clinton's logo is New
> Baskerville, commonly used by book publishers, law firms and =
> universities.
>
> Senator John McCain's sans serif Optima was created in 1958 by Hermann
> = Zapf
> (who, like the Arizona Republican, was once a POW). Simon Daniels, lead
> program manager of fonts for Microsoft's typography team, noted one =
> poignant
> and high-profile use of the typeface. "It's the same one used to
> engrave =
> the
> names into the Vietnam Veterans Memorial wall (in Washington)," he
> said. =
> "An
> interesting coincidence."
>
> But Senator Obama's sans serif Gotham has been getting all the =
> attention. The font on his signs and banners proclaiming "Change We
> Can Believe In" =
> and
> "Stand for Change" has a vague familiarity.
>
> John Berry, author of books on typography, calls Gotham the font of =
> 2008. "It's the hot one," he said. Another commentator likens it to an
> Armani suit. Online, typography blogs are full of love letters to the
> typeface, =
> and
> one artist created a spitting-image parody of an Obama sign declaring:
> "Gotham, a Font We Can Believe In".
>
> "It's funny to see it used in a political campaign because on the one
> = hand it's almost too ordinary, yet that's the point," Mr Berry said.
> "It has =
> that
> sense of trustworthiness because you've seen it everywhere."
>
> LOS ANGELES TIMES
>
> [ends]
>
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