In the beginning of the episode, it opens up to the streets of New York City. Everywhere you go you’re surrounded by signs, typography makes up most of the signs you’ll see in the city. From there the advertiser has to present their product in a few main words in a form of style. The documentary comments how around New York there are great and horrible examples of typography. This is usually made up in spaces and the color of the words. One good old example used around New York is the American Wood Type, which gives off a powerful bold impression. When working around the design art of typography, the weight and the height is what shows the impression of the text. If you come to the situation of creating your own custom font, there are a few guidelines to follow. Each text has three guide lines known as cap height, midline, and baseline. If you do the loops and intersections above the midline, it creates the 1920’s, 1930’s Art Deco look. If you design mostly below the midline, it creates another look known as Moderne. If the text is designed with a boldness, it creates a feeling of loudness, if the text is thin then it creates a classical look. Geography also needs to be taken to account, leaving a beach-y look for places and events that are near the beach, when in the city, you want to reflect the city’s culture. New York for an example used in the episode is always loud and bold, so that may not be the case for other areas. A bad typography could have devastating results. In one U.S. election they used the butterfly ballot, the design of the text was so confusing since it had candidates on both sides, text was mushed together, and the arrows look decorative rather than informational. That design caused people to vote for the Reform party rather than the Democrat Party. I learned overall, typography could be the difference by giving off a good message, or changing the fate of an entire nation.
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