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All right.
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The next topic I want to talk about is typography.
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Now, I know a lot of students always say to me
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"But why do I need to learn about typography?
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I just open up Word, click the dropdown,
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find Times New Roman,
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my favorite font.
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And then just put that on everything. It's done right?"
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Well let's think about this.
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Well let's say it's Valentine's Day and you decide that you want to write a letter to your beloved Valentine
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and you change the font to something cursive like this.
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"You'll always be mine."
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I don't know if she or he will be
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but you have a good chance.
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Now let's say that you chose the wrong font.
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That's a bit of a problem.
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Not only do I not think your Valentine is going to take very kindly to this,
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you might also have the police on your back which is a bit of a problem.
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So fonts really do matter and it's important to consider not only their mood but also how to combine
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different fonts.
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And it's a really really easy way to make your designs look very professional and really slick. Out of
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all of the fonts in the world
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there's pretty much two large families that you should really know about.
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One is the Serif family where they have these little feet at the end of their central beams.
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And the reason why they have these old feet is because the Serif typeface were inspired by the marble
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carvings of days of yore.
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So if you next go out and you take a look at the buildings around you especially if you're in a historical
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area, take a look at places where they've carved into stone or marble and you'll notice that they also
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have these little feet at the end of the central beams.
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So why is that?
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I don't know how many of you carved marble in your spare time but if you did you would know that once
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you chisel has gone into the Rock and you need to exit your engraving it's actually not possible to
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create 90 degree angles when you're carving into rock.
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So this is where the Serif typeface gets their inspiration from.
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And this is also the reason why when you're choosing a Serif typeface you're making your design look
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more serious, more authoritative and also a little bit older as well.
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So it's really good if you're designing something like a letterhead for a legal company or a magazine
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for architectural design.
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But when we take a look at the big family of Serif typefaces
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they're actually further subdivided into smaller sub families like Old style, Transitional, Modern and
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Slab-Serif.
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Now the really interesting thing is you can actually tell how old a typeface would look by looking at
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the difference between the thickest and the thinnest parts of each letter.
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So compare the Old Style 'o' versus the Transitional
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'o' versus the modern
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'o'. And look at how that difference between the thickest part of the letter and the thinnest part gets
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more and more exaggerated as you get towards a more modern font.
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So if you want something that looks authoritative but modern then maybe you want to go for a modern
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Serif typeface like Didot. But if you want it to come across as a little bit older, a little bit more aged
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maybe you have a winery, maybe you want to go for an Old Style Serif instead.
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Now just as different colors have different moods and emotions, different fonts also have different moods
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and they also convey a different message to a user depending on which one you choose.
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So the Serif family generally come across as traditional, stable, respectable, authoritative.
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These are the words that get thrown around by designers when they're thinking about the Serif typeface.
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So for example, the next time you go to a magazine rack pick up the Vogue magazine.
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Take a look at their title and see how it's a modern Serif typeface.
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It's got hugely exaggerated difference between the thick and thin parts of the lettering and it looks
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authoritative and it knows what it is talking about.
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Now on the other hand, if we think about the San-Serifs, they're kind of a different family because instead
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of having the Serifs or the little feet at the end the central beams, they have perfect right angles.
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And it's this right angle that makes the San-Serif family look so much more friendly, more approachable,
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more novel and more contemporary.
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So for example, you will tend to get words like sensible, simple, straightforward. And this is why a lot
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of startups love using the San-Serif typeface in their websites.
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For example, a Humanist typeface which is a subfamily of the San-Serifs. It's something that is known
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as a highly readable typeface. And in fact, even within the Serifs and the San-Serifs, you will tend to
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see designers going for the San-Serifs if they want to write body text which needs to be more legible
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and more readable.
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Now within this sub family, there's even differences in terms of legibility and readability.
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So how easy are the words to read and how pleasant is it to read the letters.
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There was a really interesting study done by MIT a few years back where they took two groups of users,
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one they put them into a car which had a dashboard made of a Humanist typeface and the other car had
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a dashboard which had a Grotesque San-Serif typeface. And what they did is they tracked the pupils of
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the people who were driving the cars and they tested how long each driver needed to look down at the
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dashboard before they got enough information from the speedometer or the odometer and before they could
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come back and look at the road again. And really surprisingly they found that just by changing the font
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from a Grotesque San-Serif to a Humanist San-Serif, they could save the drivers somewhere around
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30 to 40 percent of the time that's required to understand the information.
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So imagine that car is on a freeway that's driving at 60 miles, 100 miles an hour.
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That difference in the amount of time the user needs to look down at the dashboard could be the difference
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between life and death.
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And as designers, we rarely get to make that kind of difference in the world right?
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So knowing that the Humanist typeface, all of the fonts that belong in that category like Gill Sans,
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Tahoma, Verdana, these are highly readable and highly legible fonts which you can use in the body types
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for example of your sales pitch.
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Now, even though we're not saving lives with our sales pitches,
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if you manage to get the user to read through more of your sales copy then they're probably going to
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be more convinced and more likely to buy your product
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right?
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So readability and legibility when you're choosing fonts is incredibly important. And the things that
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you're looking for in the letters when you're looking for legibility are open shapes and a lot of space
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between each of the letters and also the forms look unambiguous so they look different
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for example here the 'g' and the 9 actually look different on the second line. And finally, varying proportions.
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So having an 'O' that's very wide and a '0' that's a bit more narrow so you can actually tell the difference
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between the two.
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Now while we've talked about using fonts it's often that you see people go a bit overboard where they
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choose 10 fonts in the same design. And that makes your design look very cluttered and very unprofessional.
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I recommend actually sticking to just two fonts in one design.
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So if you're making a poster keeping that to two fonts. If you're making a section of your website keeping
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then again to two fonts. It just looks a lot cleaner and a lot tighter.
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And when you're combining these two different fonts you want to try to go for similar moods. So find
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fonts that have a similar mood to each other and also a similar time era.
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You don't want something that looks ultramodern with something that looks like it's from the days of
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yore combined together. It looks a little bit weird.
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Now the things you want to contrast are the serifness.
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So for example you on the heading to be a Serif and the body to be a San-Serif or the opposite way
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round. It just creates more interest in your design.
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And similarly, you can also create interest by just changing up the weights between the heading and the
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body. So making the heading really really bold or even using a black typeface and making the body text
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using something like thin or regular or light. These different weights can create contrast in your design.
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Now if you don't remember anything from this talk on typefaces, I just want you to look at these six
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fonts and try to wipe them from your memory because it is very very difficult to make these designs
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look good unless I guess if you're running a lemonade stand.
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But if you want to look professional, if you want to look designs, try to use one of the other fonts that
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we've talked about and try to ignore these ones which are difficult to read and have moods that are
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difficult to fit in in a professional setting.
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The next time you're designing a website think about what typefaces you're going to choose.
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Think about what you're trying to convey with those typefaces and then pick a font from the San-Serif
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or the Serif family and maybe try to combine them
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so you have a heading that's a San-Serif and a body that's a Serif and try to create contrast in your
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designs.
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So keep this in mind and hopefully they'll make your designs a lot more interesting and a lot more professional.
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