Typeface Context

I found it interesting that Lupton brought up the fact that designers often consider the history of a typeface and it’s well known uses before selecting one for a project. For instance it mentioned that Gotham was used for Obama’s presidential campaign. Designers must be aware that their audience may have subconscious association for any given typeface.

As for Helvetica, which has been used for such a wide range of projects, it can give another sense, one of familiarity to the reader. A designer must decide if they want that for their project, or if they want to use something more unique.

As a newspaper designer, it is essential that when choosing typefaces for headlines, I represent the story well. It is important for me to be knowledgeable about typefaces and their connotations so I don’t misrepresent an article. My job is to encourage readers to read our content and to reflect the newspaper’s writing and style.




One Comment

  1. I really agree with what you’re saying about needing to consider past uses of the typeface and how it may resonate with the viewer. This must be a struggle as a designer, because it is difficult to gauge how a large group of people will react to one thing. It is not enough to simply rely on which typeface looks best with the design; designers must research the history and past uses of a typeface to determine what kind of feelings and emotions it might evoke in the viewers of their design. Selecting a typeface requires far more work than the average person may realize.

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