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Better Products Through Typography

Idan Gazit
August 13, 2012

Better Products Through Typography

Whether you are building products for the screen or for print, type is often the main channel of communication between your product and your users. Modern typography has a rich history dating back to the invention of movable type in 1450 A.D., but many lessons were lost when type made the jump to the screen.

The talk is a mix of theory and practical advice on using type to direct and delight users' brains.

Presented at Microsoft's ThinkNext Academy in Israel, August 13th 2012.

Idan Gazit

August 13, 2012
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Transcript

  1. Daniel Kahneman The general principle is that anything you can

    do to reduce cognitive strain will help you [be persuasive], so you should first maximize legibility.
  2. Philip Johnson All architecture is shelter, all great architecture is

    the design of space that contains, cuddles, exalts, or stimulates the persons in that space.
  3. A + B A B A is to AS is

    to 1 1.618 1 1.618
  4. size measure leading Aa The path of the righteous man

    is beset on all sides by the iniquities of the selfish and the tyranny of evil men. Blessed is he who, in the name of charity and good will, shepherds the weak through the valley of darkness, for he is truly his brother's keeper and the finder of lost The path of the righteous man is beset on all sides by t selfish and the tyranny of evil men. Blessed is he who, charity and good will, shepherds the weak through the for he is truly his brother's keeper and the finder of los
  5. the typographical scale a a a a a a a

    a a a a a a a a a a 6 7 8 9 10 11 12 14 16 18 21 24 36 48 60 72 96 +1 +2 +3 +12
  6. M M The quick brown fox jumps over a lazy

    dog. The quick brown fox jumps over a lazy dog. TIMES GEORGIA
  7. GOOD BAD Well, the way they make shows is, they

    make one show. That show’s called a pilot. Then they show that show to the people who make shows, and on the strength of that one show they decide if they’re going to make more shows. Some pilots get picked and become television programs. Some don’t, become nothing. She starred in one of the ones that became nothing. Well, the way they make shows is, they make one show. That show’s called a pilot. Then they show that show to the people who make shows, and on the strength of that one show they decide if they’re going to make more shows. Some pilots get picked and become television programs. Some don’t, become nothing. She starred in one of the ones that became nothing.
  8. Well, the way they make shows is, they make one

    show. That show’s called a pilot. Then they show that show to the people who make shows, and on the strength of that one show they decide if they’re going to make more shows. Some pilots get picked and become television programs. Some don’t, become nothing. She starred in one of the ones that became nothing. Saccade (Eye Movement)
  9. GOOD BAD Well, the way they make shows is, they

    make one show. That show’s called a pilot. Then they show that show to the people who make shows, and on the strength of that one show they decide if they’re going to make more shows. Some pilots get picked and become television programs. Some don’t, become nothing. She starred in one of the ones that became nothing. Well, the way they make shows is, they make one show. That show’s called a pilot. Then they show that show to the people who make shows, and on the strength of that one show they decide if they’re going to make more shows. Some pilots get picked and become television programs. Some don’t, become nothing. She starred in one of the ones that became nothing.
  10. The path of the righteous man is beset on all

    sides by the iniquities of the selfish and the tyranny of evil men. Blessed is he who, in the name of charity and good will, shepherds the weak through the valley of darkness, for he is truly his brother's keeper and the finder of lost children. The path of the righteous man is beset on all sides by the iniquities of the sel sh and the tyranny of evil men. Blessed is he who, in the name of charity and good will, shepherds the weak through the valley of darkness, for he is truly his brother's keeper and the nder of lost children.
  11. GOOD BAD Jackdaws Love My Quartz Sphinx The path of

    the righteous man is beset on all sides by the iniquities of the selfish and the tyranny of evil men. Blessed is he who, in the name of charity and good will, shepherds the weak through the valley of darkness, for he is truly his brother's keeper and the finder of lost children. by Stiv Hamburger Jackdaws Love My Quartz Sphinx The path of the righteous man is beset on all sides by the iniquities of the selfish and the tyranny of evil men. Blessed is he who, in the name of charity and good will, shepherds the weak through the valley of darkness, for he is truly his brother's keeper and the finder of lost children. by Stiv Hamburger
  12. GOOD BAD Jackdaws Love My Quartz Sphinx The path of

    the righteous man is beset on all sides by the iniquities of the selfish and the tyranny of evil men. Blessed is he who, in the name of charity and good will, shepherds the weak through the valley of darkness, for he is truly his brother's keeper and the finder of lost children. by Stiv Hamburger J ckd ws Love My Qu rtz S hi x The path of the righteous man is beset on all sides by the iniquities of the selfish and the tyranny of evil men. Blessed is he who, in the name of charity and good will, shepherds the weak through the valley of darkness, for he is truly his brother's keeper and the finder of lost children. by Stiv Hamburger
  13. GOOD BAD Lorem ipsum dolor sit amet, consectetur adipiscing elit.

    Phasellus ac magna non augue porttitor scelerisque ac id diam. Mauris elit velit, lobortis sed interdum at, vestibulum vitae libero. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque iaculis ligula ut ipsum mattis viverra. Nulla a libero metus. Integer gravida tempor metus eget condimentum. Integer eget iaculis tortor. Nunc sed ligula sed augue rutrum ultrices eget nec odio. Morbi rhoncus, sem laoreet tempus pulvinar, leo diam varius nisi, sed accumsan ligula urna sed felis. Mauris molestie augue sed nunc adipiscing et pharetra ligula suscipit. In euismod lectus ac sapien fringilla ut eleifend lacus venenatis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus ac magna non augue porttitor scelerisque ac id diam. Mauris elit velit, lobortis sed interdum at, vestibulum vitae libero. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque iaculis ligula ut ipsum mattis viverra. Nulla a libero metus. Integer gravida tempor metus eget condimentum. Integer eget iaculis tortor. Nunc sed ligula sed augue rutrum ultrices eget nec odio. Morbi rhoncus, sem laoreet tempus pulvinar, leo diam varius nisi, sed accumsan ligula urna sed felis. Mauris molestie augue sed nunc adipiscing et pharetra ligula suscipit. In euismod lectus ac sapien fringilla ut eleifend lacus venenatis.
  14. PRO TIPS mostly a matter of convention and expectations http://www.useit.com/alertbox/web-typography.html

    http://alexpoole.info/blog/which-are-more-legible-serif-or-sans-serif-typefaces/