Graphics Programs Reference
In-Depth Information
into type, you have given it a visual form while the verbal meaning remains. This dual
nature of typography is what makes it so fascinating and so potentially powerful.
While it is not necessary for you to become an expert in typography to use type well, it's
in your interest to deepen your awareness and understanding of the rich art of
typography. Today, virtually everyone can name at least a few typefaces—even if their
knowledge doesn't go much beyond a casual familiarity with their names. To many
people, the typeface selected may seem like a superfluous thing, but this is incorrect.
The proper choice and usage of type can go a long way toward making your visual
message heard.
While audiences may view type on a slide as text to read, its shape, size, color, and
texture also affect its meaning and the feelings the viewers interpret. At other times, type
on a slide (or a page) is a purely visual element that can stand on its own as an effective
visual, with no accompanying image.
With presentations, we are ultimately interested in using type in the most effective and
harmonious way possible to create powerful, memorable visuals and clear
communication. Simplicity is especially important when working with type as it is easy to
unintentionally add noise and clutter through the inappropriate use of type. Most
mistakes occur today because professionals outside of the design world are unfamiliar
with the basics of type in general, but especially when used in a presentation
environment.
Designing for the Last Row
Type must make our words clear. Audiences should not have to work hard just to
decipher meaning from the letter forms. Some type is more effective for reading quickly,
and is often used for billboards, posters, and slides. Other forms of type are easier on
the eyes when reading longer passages of text, such as a topic or journal. Since our
goal as presenters is to present content and have people listen, we're not as concerned
with “readability” as we are with clarity. It's difficult for people to read and listen to you at
the same time anyway.
The question for us is always can they see—and read quickly with ease—the type on our
slides. Clear, effective type is especially important when you consider presenting visuals
in a large room where people are sitting at various distances from the screen,
sometimes quite far away. Always design for the people in the last row.
