Shaping Text Type, Typography and the Reader

Everyone is a typographer. This is the inevitable conclusion when looking at the way in which today's computer users are forced to make decisions about fonts and layout for their day-to-day communication. Writing, typesetting and printing have become part of almost everyone's experience. However, many users are clueless about how fonts work, what constitutes a functional layout and how to communicate best with readers. There has even been a decline in basic typographic knowledge among young design professionals. And yet, a thoughtful and purpose-driven shaping of text lies at the basic of effective, powerful graphic communication. . Showing a wide range of examples from first-rate designers across the world, the book examines why and how typographic designs work well in a given context. Shaping Text starts by looking at graphic products in print, on the screen and in the environment and examines the constituting elements, including type, image, ornament, layout, and colour. Historical examples are used as references for most genres of text-shaping; a chronological overview of type design and printing techniques forms a lengthy appendix rather than the core of the book. Besides being a typographic writer and consultant for leading companies such as FontShop and MyFonts, Jan Middendorp has worked as a graphic designer and teacher; Shaping Text reflects this broad experience with typographic form and content.