While you're reading
This book is about everything that happens while yours"re reading in front of your eyes and inside your head and about what type designers, typographers and graphic designers bring to a page to make it happen. Renowned type designer Gerard Unger distills decades of design experience into a playful, accessible text that reflects the range of his professional projects, from designing the fonts read daily by millions in USA Today to being responsible for the look of the highway and metro signs in the Netherlands. For Unger, regardless of the application, designers should always consider two important questions: How is it possible to read without seeing any letters? To what extent do all readers possess hidden typographic knowledge? Keeping these two core ideas in mind, Unger explores such topics as legibility, invisible typography, pattern recognition, the reading process, the ergonomics of letterforms, the universe of signs, negative space and typographic illusions. The most seasoned typographers and designers will find as much value in this fresh, first-ever English translation as beginners and the curious who have always wondered how reading happens.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ Adrian Frutiger alphabet Antique Olive appear automatic average basic forms become Caledonia capitals century characters colour conventional course create curves Dutch Dwiggins elements Emigre emotional engrams example Excoffon experience experienced readers eyes and brains faces fact familiar fixation font Forssman Frederic Goudy Frutiger Garamond graphic designers Gulliver habits headlines Helvetica idea images italic Jan Tschichold Keedy kind Krimpen Kurt Schwitters language large numbers legibility less letterforms lines look lowercase Matthew Carter mean memory Monotype Monotype Corporation Monteriano Morison newspaper Nicolas Jenson ordinary out-of-the-ordinary paper Peignot possible printing types probably punchcutters question readability recognizing letters Roger Excoffon Roman saccades script seen sentences serif types shapes sharp sizes slightly sometimes space Stanley Morison Swift text set thick things tion Tschichold type and typography type designers typefaces typo typography versions vertical words writing written text x-height