Digital Design and Usability: 2012

One becomes jaded towards visual stimulates when growing up in a big city surrounded by billboards and advertisements. The nature of graphics has always been a given; something that will always be there like air and gravity. It is simply just there. There was nothing special about them to me; they were part of the background where the styles of the words were simply tools to capture one’s attention. Little did I know, there is a deep science behind the creation and usage of a typeface. The documentary Helvetica opened my eyes to it. It provided great insight upon the creation of, the philosophy behind and the reactions people had regarding one specific typeface…Helvetica.

Neue Haas Grotesk, Helvetica’s original name, was created in 1957 by Swiss typographers at the Haas Foundry for the purpose of being a rational typeface that can be used for anything and everything. It was made to be the typeface of the modern world. Great care was taken to create the font where a lot of time was spent balancing the relationship between the negative and positive spaces of the letters to create a push and pull. Fast forward to modern times, Helvetica is definitely seen adorning nearly every logo all over the world due to its clarity and legibility.

Many experts and graphic designers agreed to the notion that type is something that will always be there and be everywhere. For some, Helvetica is a ‘timeless thing that shouldn’t be messed with’. This is because those who like this font feel that Helvetica can be used to write everything because it can express nearly every sort of feeling. It has a pull on people where it is a ‘mark of membership’ where one is part of modern society, shares similar ideals and is not dangerous. It is as though all your problems will be contained and go away. Helvetica tells us what is acceptable in society due to its usage in government signs and facilities.

For others it is a method of ‘putting wires into people’s heads’ to reach them and send a message. Those words never ring truer. As the documentary continues several designers begin to view it as lifeless and boring or as a font steeped in corruption and bloodshed. One designer featured in this film has felt that Helvetica has lost its luster for it has been used too much and people don’t notice it at all. He feels that a typeface should effect how one will feel. Another designer dislikes Helvetica because he feels that typeface needs rhythm and contrast in order to be truly legible due to its individuality. To another designer, fonts prompt people in a subliminal way; Helvetica is safe and will always fit in but other fonts will convey different notions. Helvetica is boring.

Designers believe that a change is necessary to create something fresh and alive. Rules were tossed aside and designers went back to the past methods. Some designers have completely abolished their usage of Helvetica. One specific designer in this film illustrated her own typefaces in order to create personality. It had a spirit that can convey all sorts of moods. Several designers took Helvetica and, in a sense, reinvented it with experimentation in order to elicit an emotional response. They used illustrations, colors and space in conjunction with words in the Helvetica type.

In the end, all designers agree that Helvetica will probably always be here with us. As one designer stated: we will always be a child of our time and we cannot step out of it. It has stood the test of time and will be remembered for years to come. Helvetica is available for everyone to use especially now in this digital age. Tools are available for everyone who aspires to design; all one needs is the eye and the inspiration to create the perfect design.

On 31st Street and Ditmars Blvd., Jolson Liquor is the brightest and arguably the largest sign on the street. I feel that this type, though boring and plain, has been used effectively. On the vertical sign, the words 'Liquor' aren't very clear but the enormity, brightness and not to mention the only vertical sign on the street, 'Jolson' demands attention. The words are all capitalized and in red. I would argue that red is not a very common color to see outside simply because it is so unnatural. The eye is drawn to unnatural things. Coupled with a bright white background, one will not have any trouble reading the sign either. It grabs your attention and lets you know what you're approaching whether sober or drunk.
The second part of this sign is on the building, 'Liquor' in all caps and a very stylistic font. For being a stylistic serif font it is not very difficult to read either. Every letter is capitalized and nicely spaced with nothing overlapping. Furthermore, the words demand your attention. They glow a fiery red and light up the wall when all other signs are significantly dimmer in comparison. In fact, I would say that these giant words are complimentary to the Jolson sign. If you can't read the little words below 'Jolson', you'll definitely be able to see what this store is about when the giant 'Liquor' sign pulls your attention away.

Rose and Joe's sign for their Italian Bakery is also another example of great typography. When every other sign around it is colorful, full of colorful pictures and logos, this Italian Bakery does the opposite. They're very plain in comparison and provide some breathing room from the visual pollution. To see why Rose and Joe used effective typography one must realize that, first of all, it is a bakery and nothing else. What does one think when one hears of the word bakery? Decadent sweets, fresh bread and so many other treats that are sure to incite hunger pains. Now imagine, a bakery run by a family, husband and wife working together, creating home made goods to share with the public. This sign invites that sort of interpretation. The words 'Rose & Joe's' in a capitalized, Serif font creates a feeling of maturity and years of experience. It demands respect. It makes me want to trust Rose and Joe to give me delicious fresh bread everyday. Underneath is then a much larger 'Italian Bakery' sign. It is sweet, simple and to the point. It is in a cursive font that lacks any sort of excessive overlapping hence making it easy to read. The fact that it is cursive somehow creates a feeling that this bakery is traditional. It's not modern, hip, young or chic. It is rustic and hearty with ties to a rich legacy handed down from one generation to another.

Here is an Irish pub that doesn't look like an Irish pub! To me, it feels like a mix between Irish pub and sports bar. In my experience, a lot of Irish pubs have a traditional and very fancy, ye olde Englishe typography. They also almost always look very gloomy too! Black backgrounds with gold letters or green letters...so boring! This pub though is stepping out of the box. Before we even look at the typography, the background screams to the viewer. Bright, fire engine red amidst a peaceful street. It seems even out of place...which is what makes it great. Out of place things are always attention grabbers. Then comes the font; it is something I have never seen before which makes it exciting to view. It's a serif font yet it comes off as fun rather than intellectual. It is also a bright white color with a yellow and then black to make the words pop even more. To tie it all up, it is large and easily readable.
With all of these observations, one can assume it's a bar for younger people. One's not going to go in there and find an elderly irish man with a beer belly. One will probably find a younger crowd, perhaps people in their thirties?

Here is another example of effective typography. It seems very simple but says much without screaming for attention. This is a boutique and as any boutique should be, it is sophisticated, modern and chic. The typography for this store represents that. The serif font is cute yet reserved. It is girly at first but is also serious with the capitalized letters. It is white and the thickness of the letters are very thin. To make the words pop, they are typed on a gray canvas. It is also making a statement subtlety with a play on words. Seems like the owner wanted to name the store after themselves while also representing what they are about. One can still argue that the typography is too simple and boring but all I can say is, when it's neighbors all have an awning with tacky colors telling the world how dated they are with the same Helvetica font...krisTEES stands out as a boutique for this generation.

Here is another boutique. It's style differs greatly from the one previous due to their inventory and their location. The previous boutique was in a residential area. This boutique is in the bustling 14th St. Union Square area. They definitely have to do something to make themselves stand out when they are surrounded by hundreds of other fashionable stores. To do this, they chose to go the opposite route of what one may normally see. The typography of this sign is very ethnic and unique. It lets you know that you're not going to find your average, sweat shop t-shirt inside. It's presentation is also one of a kind. The typography is printed on something simulated to look like an ancient piece of wood. The printing of the letters themselves are made to look weathered also. Even though the presentation could be described as shabby, they let you know that their brand is a quality brand from the city by printing the location next to the logo albeit a bit smaller.

I would consider this as typography used poorly. It is so generic; it seems as though not much thought was put into it. As though the owner didn't have a mission or a goal. All it is is a generic, italicized serif font. Seeing their logo is a horrible first impression. The font itself looks dated. Looking at it, I feel that only grandmas go there for other grandmas to give them their perms. Because it looks so dated and generic, I know I wouldn't even trust them to give me a trim. Should I trust the eyes of a person who believes that this logo to be the perfect representation of their salon? Definitely not. Regardless of the size of their salon and how much rent they have to pay for so much square feet, the creativity they put behind presenting themselves (which is nearly none because it is a generic font using a color scheme that is best reserved for punks) reflects their lack of creativity and possibly skill as a cosmologist. Looking at them, I'm inclined that their place will close when their all of their clientele passes away.

Here is another horrible example of typography. A white sheet with some printed words. Looking at it, I don't even want to read it. There are too many words that are all nearly the same size with too many letters. I notice that the majority of the space is taken up by the names of the practitioners. Would looking at their names really make me want to go to them as opposed to all the other Dentists in the area? It is very presumptuous of them to think that they can slather their names in front of their store as though they're important enough to warrant trust from the first mention of their name. To tie it all up, all the words are compacted together. I feel like I'm reading a dense book when I look at this sign. They use a generic font sans-serif font too that they probably think will garner the trust of people who are willing to sit in front of them with their mouths pulled open. Sure, fonts like this are believed to be friendly, but when their presentation is so sloppy where they can't even afford a proper sign, I'm inclined to think that their work is sloppy and probably unhygienic too.
Another reason why their typography is horrible is because of their location. They chose to have their practice located next to a pawn shop with an extremely bright and large sign. Their puny little banner with too many words in an uninteresting font is nothing compared to those glowing red words.

Here is another example of bad typography. The name of the store is 'Broadway Kitchens' written with complete capitalization and in a horribly old fashioned serif font. I get the feeling that they're trying to come off as classical, but I don't think I want furniture in the style of the 1950's. Between the words 'Broadway' and 'Kitchens' is also this awkward placement of a divider. I feel that they're trying to bring images of furniture trimming to mind, but it is placed so awkwardly as stretches, dips and then stretches some more. Why are they putting a divider between 'Broadway' and 'Kitchens'? It doesn't make much of any sense to me. It would only make sense if they were selling two different things. They then place words such as 'Kitchens' and 'Baths' in a san-serif font around the largest words as though they were a frame. It's like the sign is everywhere! My attention is being pulled everywhere constantly; there is no flow.

I feel that the typography of Nexus Productions is pretty bad too. They are a radio broadcasting company yet look like a pharmaceutical company. While their typography is very professional, it provides some excitement to the eyes with the alternating colors, and width of letters, it does not represent what they are doing. It is too sterile and unexciting. I look at the typography of other radio broadcasting companies such as Z100 or Hot97 and all of their logos are bright, colorful and eye catching. What also makes the typography of those other companies successful is with how to the point they are in introducing themselves. Their typography even includes the station they're on. Nexus Productions only gives me a website tucked underneath their name. To make things seem more bleak, they even advertise who their DJ is. I would assume that if anyone were to advertise that they had a DJ, they would be implying that they were cool. Seeing how DJ Stamatis is represented with a generic font and a very soft color (I'm pretty sure that color is called Periwinkle), I feel that he should be a Dr. Stamatis instead who sells bogus dietary supplements on late night infomercials.

My final selection for poor typography is this deli. I have to commend them for choosing a green backdrop; it should appeal to all the organic shoppers out there. The problem comes when looking at their name and typography. One can see that their original name was 'S'toria Market' as a supposedly hip, young and cool way of paying a homage of sorts to their location in Astoria, NY. If they wanted to use slang to seem as though they were a cool market, they should have chosen a cool and hip font to go with it too instead of a generic font seen on so many mom and pop stores. Furthermore, everything on their sign is capitalized. I understand that they want to seem bold and to catch attention, but when everything is the same, they're doing the opposite. They're repulsing the viewer from even sparing a glance at them.