Graphics Reference
In-Depth Information
Signage for parking at 13-17 East 54th Street, New York, designed by Paula Scher and Penta-
gram.
To establish clear hierarchy within typography, avoid using too many different type
sizes and weights at the same time. It is easier for the reader to follow if there is clear
differentiation, but too many sizes creates a cluttered and confusing design. Exercise
restraint and keep to two or three font sizes to maintain functional and aesthetically
attractive designs.
Several factors affect these scale and weight decisions, such as the viewer's distance
from the piece. Speed may be an issue when type is used for information for drivers.
Environmental letterforms are scaled for maximum effect in busy urban streetscapes
or on roads.
Weight can create hierarchy and generates a darker tone in the design, acting as a fo-
cal point and drawing the eye to particular elements. In typography, the placement
and spacing of black type on white background creates the illusion of a block of grey
tone. As different typefaces have various stroke widths and x-heights, fonts set in the
same size, with the same leading and tracking, may appear to produce different tones
on the page. The white of the paper acts as the tinting factor that determines the illu-
sion of grey, along with the type's style. The type will also appear to be darker if the
spacing between letterforms is reduced.
This can be used to maximum effect to draw attention to particular elements. An ex-
ample of this is the graphic design by Paula Scher and Pentagram for parking at 13-17
East 54th Street in New York. Here, large type is used to great effect to provide way-
finding and information about the car park for drivers.
The main features are the use of bold reversed-out text for directional signs and light
informational text for other features that act as an aide-memoire for where the driver
has parked their car.
The tone of typography can also be used in a subtle fashion. Long typographic lists
such as tables in annual reports or lists of names and addresses in telephone topics
can be very difficult to navigate. A skilled information designer can vary the weight
of the font by a small amount between lines of copy. This prevents the viewer losing
their position within the information and creates visual rhythm and pace.
