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Wayne State University

Aim Higher

Jan 22 / Reem Khawatmy

The Grand Design

The Elements of Typographic Style

    The Grand Design

first principle :

- typography exists to honor content.

- letters have a life and dignity of their own.

- There is a style beyond style.

Tactics:

-Read text before designing it.

-Discover the outer logic of the typography in the inner logic of the text.

- make the visible relationship between the text and other elements (photographs, captions, tables, diagrams, notes) a reflection of their real relationship.

-Choose a typeface or a group of faces that will honor and elucidate the character of the text.

- Shape the page and frame the text block so that it honors and reveals every relationship between elements, every relationship between elements, and every logical nuance of the text.

- Give full typographic attention even to identical details.

There are always exceptions, always excuses for stunts and surprises. But perhaps we can agree that, as a rule, typography should perform these services for the reader:

  • invite the reader into the text;
  • reveal the tenor and meaning of the text;
  • clarify the structure and order of the text;
  • link the text with with other existing elements;
  • induce a state of energetic repose, which is the ideal condition for reading.
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