Graphic Designers – A top 5 of ‘Things we can do for you.’

3 Strategy for maximizing business • Start-Up! • Where to start?

Design & Promotion • Around the folds.

Identities • logotype • icons

Leaflets • flyers • publicity post

Packaging

Brochure • magazine

Observation of the ‘Gill kind • making an impact.

•• Published: Aug 13, 2014

Another type observation of the ‘Gill’ kind. Not only do I design type, design layout for books magazines and all sorts of material for print, I’m an avid reader. Looking back it’s odd to consider how close I came to barely acquiring the skill to read at all. As a small child, in senior infants, at primary school, during an eye test it was discovered that I couldn’t recognise letters. It transpired that in class I’d been memorising the other students reading out loud then reciting their words from memory as relevant to the page.

Today I can’t imagine a world without reading. A world with out letters? Unthinkable!
In any case ever since learning, I read almost anything. On occasion as an adult I’ve been known to purchase a book not for it’s content but beautiful layout and use of type. A penchant that has not yet lead to any truly questionable content on my shelves.

Back to ‘Gill’ recently while reading ‘An essay on TYPOGRAPHY by Eric Gill.

His ledgibility point was well made. I will admit the paperback Penguin Classic cover design alone would have made this a worthy purchase. As I read I don’t want to break the spine. I open the book enough to expose the text read one page then move the book to read the copy on the other.

As I do so I recognise the illustration text above the copy appears to read, with out really looking ‘A DEMON WHO LIES ON THE DEAD’.  I’ll examine the illustrations after I read the copy.

Continuing my reading on the second page my brain notes a discrepancy with the second illustration. I’ve read it is an alternative type face. My brain registers this illustration as ‘A DEMON WHO LIVES ON THE DEAD’. Unconscious Note to self, ‘that is a different phrase?’ What the? I look at the two illustrations. AH ha! Eric’s point beautifully made. Both illustrations actually read ‘ A  demon who lives on the dead’.

The difference is the typeface used to display the same message. One is designed to maximise the black space intended to make a bigger impact. It sacrifices read ability for its goal. in the second variation it the poster the lettering is balanced, laid out better and easier to read.

High impact, maximum black lettering doesn’t lead to the viewer noticing the intended message.

Read too: Readability or legibility all the difference a typeface makes