Reading: Ch.3
Practical (pragmatic), Taste (aesthetic). Applied to formal
typographic traditions.
Je ne sais quoi-
that unnamable something that certain people recognize immediately but cannot
seem to explain, or will not explain.
Taste is understood in relation to societies and
subcultures.
“Success favors those who know the opposition well.”
Typography: form and word unite into one symbiotic entity.
How type should look VS. What it must do?
Rag- uneven edge of a typeset column.
Text type=below 14pt. Display type=above 14pt.
Orphan- displaced first line. Widow- displaced
last line.
“In reflective terms black and white are most assuredly
colors.”
Gestalt- “configuration” in German.
“Humans don’t perceive elements in isolation, they perceive always
in relation to the entire visual field.”
“Pattern and variation occurring between letters are as much
a concern as they are across the letterforms themselves.”
“Grids help typographers assign duty to every pica, pixel or
inch.”
