Which Type Are You?

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...