Thinking in Type: The Practical Philosophy of Typography

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With this visually stunning primer, designers will develop the skills and vision to produce truly innovative, eye-catching type design. All of the basics about type design are covered and in-depth information is provided on more advanced topics such as the differences between type applications, how typography creates identity, and what readers look for and respond to. Using more than 2,000 images from the 18th century up to the present day, this book can be used as a first exposure primer for students and as a reader for professionals.
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Product Details

  • ISBN-13: 9781581153842
  • Publisher: Skyhorse Publishing
  • Publication date: 8/1/2004
  • Pages: 224
  • Sales rank: 1,013,490
  • Product dimensions: 6.00 (w) x 9.00 (h) x 6.10 (d)

Meet the Author

Alex W. White, professor of graphic design at the Hartford Art School at the University of Hartford, specializes in publication design. Author of the bestseller How to Spec Type, he lives in New York City.
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Table of Contents

Preface vi
Introduction 1
Sect 1 Type and design
Chap 1 What is type and where is it found? 9
Chap 2 The language of type 25
Chap 3 Space and type 57
Chap 4 Typographic unity: similarities and contrasts 77
Sect 2 What readers want
Chap 5 What makes readers respond 91
Chap 6 Type and identity 99
Chap 7 Fresh vs familiar 109
Sect 3 Creativity
Chap 8 Evolving a treatment from existing characteristics 119
Chap 9 Readability, then legibility 131
Chap 10 Type and imagery 139
Sect 4 Typography timeline
Chap 11 The evolution of typography 151
Chap 12 1914-1945 177
Chap 13 1946-1982 185
Chap 14 1983 onward 193
Appendix Twenty-six letters evolve 199
Glossary 201
Bibliography 209
Index 211
Colophon and Credits 215
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