Reflection on Lupton's Thinking With Type

I never realized that typography had a history or a creative process to it. I always thought of it as just different presets of fonts on a computer. Lupton helps explain why typography is so important in conveying a message. This is relevant to us because we are surrounded by type everywhere we go.

For example, cursive writing denotes sentimental thoughts or sophistication.
Serif fonts gives off a sense of professionalism, sans serif sometimes gives a 'youthful' look (and is also easier to read on the web), bold fonts show power, all Caps is alerting, and so on.

I thought the information on producing new fonts was really interesting. The details between two different fonts can be so minute that an untrained eye probably cannot readily notice the difference. Yet, the differences do have an impact. I like how the book describes fonts as if they have a personality. "Gotham expresses a no-nonsense, utilitarian attitude that persists today alongside the aesthetics of grunge, neo-futurism, pop-culture parodies, and straight historical revivals that are all part of contemporary typography." (30)

Thus, typography can give off the essence of the message you are trying to get across without having to spell everything out. It's interesting how typography can say so much.

My friend who recently graduated from Parsons just posted this video on his blog (nice timing). It's on typography and how it's so important to choose the right font, colors and spacing so that they can appeal to our 5 senses. On the flip side, it also shows how our 5 senses can inspire creativity in producing new typography. This video and the Lupton book show us that type is something that we can experience.

Typophile Film Festival 5 Opening Titles from Brent Barson on Vimeo.

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