We have all seen it, a bright shiny new format or method of interactivity appears on the web. Numerous articles are written, potential usage forecast, then finally adoption into the mainstream. Which means for us designers a new piece of software or mark-up to learn and get the newness out the door for our clients’ benefit. One thing we as designers need to keep in mind and what seems to be forgotten in our scramble to be ahead of the curve is the basic principles of our profession, namely typography.
Now I am not talking experimental techniques or the latest trends in typefaces but the fundamentals of good typography. Visual hierarchy, readablilty and of course visual interest. Ignoring these why would anyone what to read the words we publish aside for the shiny package it’s presented in. With out the basic ground work of good typography and layout once one gets below the superficial animations and what not, what is left for the end user?
You can think of this in terms of traditional media. Who would want to read a magazine or newspaper that had giant type, total lack of white-space, and is jam packed with choices and things to distract the eye. Not me, that’s for sure, and I see this time and time again across the web, Flash apps with no regards to grid layout, rich media ads crammed full of copy. Typesetters of old would roll in their graves if they knew how the letter they had so painstakingly crafted were being treated. Just because there are limitless fonts to choice from will no true effort for creation on our part shouldn’t mean the history and proper uses of those faces are ignored or even worse forgotten.
So I leave my fellow designer with a challenge. Whenever faced with the challenge of new technology don’t forget your roots and the fact that almost all we create, the end goal is communication. Make sure your layouts always are inline with the message.
