Which type are you?
Typography is a part of our life, it plays a big role in design. Victor Papnek said: all that we do, almost all the time, is design, for design is basic to all human activity... Sometimes people spend money and time on their design, which end up being functional for designers but useless and complicated for consumers!
"...the issue is not only what design does to the people, but what people do with design" (John A. Walker)
So, what people do with typeface?
So, what people do with typeface? And, what typeface does with the people?
Do they really care about it? What would happen if we remove all typefaces in the world and we leave just one?
AIM. How does typeface affect people in every day life?
AIM. How does typeface affect people in every day life? In wich way?
AIM. How does typeface affect people in every day life? In wich way? We want to discover publics general taste of typefaces in modern life according to different backgrounds.
typeface/ backgrounds
/// Johannes Gutenberg & Movable Type 1440-1450 / Bodoni (the modern face) 1818 The Bauhaus and the new typography 1930 Paul Renner and Furura 1927 / Helvetica 1957 / Non-format Do-it-yourself Studio 2007)
/// Abram Games UK 1963 / German signage.
/// Nazi propaganda 1940 / 60s poster.
/// Sex Pistols 1975 / ILNY icon.
Typeface is a mirror of how society is going on.
Typeface is a mirror of how society is going on. Changes. Identity. Aesthetics.
Typeface is a mirror of how society is going on. Changes. Identity. Aesthetics. TASTES.
Erik Spiekermann & E.M. Ginger
Experiment: Questionnaire of ‘Type’
Questionaire
What “Type” Are You? Q1 To which industry would you associate these typefaces for?
Helvetica
Food
Times New Roman
Fashion
VAG Rounded
Entertainment
Mistral
Car Industry
Apple Chancery
Official Signage
5.55%
5%
5.55% 11.11%
Result
Mistral
Times New Roman
15%
Food Fashion
35%
Entertainment 45%
77.77%
Car Industry Signage
Helvetica
Apple Chancery
VAG Rounded
5.26%
22.72%
5%
13.63%
10% 10%
21.05%
13.63% 27.27%
22.72%
78.94%
50%
25%
Result
0
10
20
30
40
50
60
70
80
90
100
78.94% Apple Chancery
Food
45% Mistray
Fashion
22.72% Helvetica
Entertainment
50% VAG Rounded
Car Industry
77.77% Times New Roman
Signage
Value
Q2 Please place in order of preferences which font best portrays expense / luxury
Helvetica Times New Roman VAG Rounded Mistral Apple Chancery
cheap
expense
Helvetica
Apple Chancery
Times New Roman
Cheap General VAG Rounded
Vag Rounded
Mistral
Helvetica
Apple Chancery
Times New Roman
Male Mistral Apple Chancery
Female Vag Rounded
Mistral
VAG Rounded
Helvetica
Apple Chancery
Times New Roman
Expense General Times New Roman
Vag Rounded
Mistral
Helvetica
Apple Chancery
Times New Roman
Male Helvetica
Female Vag Rounded
Mistral
Apple Chancery
Helvetica
Apple Chancery
Times New Roman
Neutral General Apple Chancery
Vag Rounded
Mistral
Helvetica
Apple Chancery
Times New Roman
Male Mistral
Female Vag Rounded
Mistral
Apple Chancery
Times New Roman more valuable than other typeface
Male more structural
Female cursive style
Image + Text
Q3 Image + Typeface. Please pick up the convenable typeface to the appropriate photo/ Ad. A _____ / B _____ / C _____ / D _____ / E _____
Original
Dior Mistral
Dior Apple Chancery
Original
Dior General / Male Mistral
Dior Female Apple Chancery
Original
Gift Card Carte-Cadeau General / Male / Female Apple Chancery
PONY-UP, WITH A SMALLER AMOUNT OF PONY.
Original
General / Male Helvetica
PONY-UP, WITH A SMALLER AMOUNT OF PONY.
Female VAG Rounded
I LOVE RUGBY
Original
General / Male / Female Mistral
t
lace & Gromi l a W
Original
General Mistral
llace & Gromi a t W
Male VAG Rounded Mistral
llace & Gromi a t W
Female Helvetica VAG Rounded Mistral
Times New Roman the only one not chosen for all images
Apple Chancery both agreed to use for food ADs
Male more aware of the sense of typeface
Female more flexible choices on typeface
Conclusions.
David Bergsland. His contention, for several years, is that typography has been profoundly changed for the better with InDesign. QuarkXPress 7 has added a few things to catch up a little. But all this does is accelerate the move to the new type.
Barricades believe that design must be erected between what are really just two of the many aspects of function. It is all quite simple: aesthetic value is an inherent part if function.
Many art directors see the text as just another element on the page. Instead of designing information to enhance the text, the text gets lost in sleek, special effects. The desktop computer boom of the last 20 years has had many advantages in one respect, but it has displaced the art of typography and lead us to stray from basic design maxims that typographers used for centuries.
"It MUST be communication in its most intense form." and "The emphasis MUST be on absolute clarity...".
After all everyone has different taste And everyone express himself in a different typeface. We believe as a group that typeface must be functional than beautiful; And “meaningful� replaces the different wrong expressions as beautiful, ugly, cool, stylish, realistic obscure, abstract...