Re: Typographical conventions

Subject: Re: Typographical conventions
From: "Kevin Amery" <kevindamery -at- gmail -dot- com>
Date: Mon, 12 Mar 2007 14:35:00 -0400

On 3/9/07, Joanne Wittenbrook <jwittenbrook -at- ameritech -dot- net> wrote:
> With the easy availablility of font styles, people can get a little font crazed. I use bold for user actions because it makes it easier for users to scan their steps for clues as to the next step while working.
> Fonts deliver the message. In a really good document, you are barely aware of the font.
> Joanne
> ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

Less is definitely more. Here's an example from another field (video)
to illustrate.

In pretty much every video editing application on the planet, you can
apply all sorts of transition effects, from dissolves to wipes to
colour dips to page peels to Homer Simpson's fave the Star Wipe. But
do you want to know what pros consider to be the most effective
transition of them all?

The cut.

The reason is, cuts are not distracting. They look just like a blink.
No one notices cuts unless the material on either side was poorly
chosen. Why does that matter? Well, really, you don't WANT the
audience paying attention to your transitions: you want them paying
attention to your story. If they're watching your video do this really
elaborate 3D peel from all four corners at once, they are NOT watching
your images, and they're probably not paying attention to the VO

Other transitions (like dissolves, fades to black, etc.) can certainly
be used, but should be used sparingly--only where they add value. If
it distracts from your message, go back to the tried and true cut.

Typography should be the same way.

Until next time...

Kevin Amery

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Typographical conventions: From: Joanne Wittenbrook

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