Image courtesy of Cranky Pressman.
Today, your required reading is this: Place Your Emphasis HERE, Not THERE.
Typographical flexibility is a blessing of the digital age. Thanks to layout software, designers can display any type at any size. Type can more easily be used as a graphic element.
But type is still a textual element, too. So when we read PRIVATE all huge, and GAMES all small, in our heads, we read “PRIVATE (games).”
David Pogue makes an all too salient point here. It is now easier than ever to set type in new, strange and unique ways, now that we don’t have to deal with all that pesky metal and ink.
But it doesn’t always mean we should.
When you’re laying out type for a poster/book cover/wrapper/package/<insert medium here>, always consider how the type will be read.
Type, after all, and the art of typography is about communication after all. So before you stretch, shrink and splash massive type everywhere, stop yourself and think about how it will be read before… unintended consequences occur.