Home » Assignments » Assignment: Mini Font Ethnography (a photo essay)

Assignment: Mini Font Ethnography (a photo essay)

5 good uses of typography in the real world

(Source: A Japanese college magazine “Waseda Links” vol. 25)

(Source: A Japanese college magazine “Waseda Links” vol. 25)

The weight and the fonts used for English (describing for stations), Chinese, and Japanese are nicely thin (not heavy) for night time.

(Source: An advertisement in the program booklet “Shen Yun Performing Arts,” January 29-February 3, 2013)

(Source: An advertisement in the program booklet “Shen Yun Performing Arts,” January 29-February 3, 2013)

The letter font used for “Live” looks very dynamic!

(Source: Magazine “Successful Meetings” 06.12)

(Source: Magazine “Successful Meetings” 06.12)

The letter font used for a testimonial shows real handwriting done by the person in the picture. The size and the letter font for the title in the middle provides a comfortable atmosphere.

(Source: Magazine “Avon” campaign 4)

(Source: Magazine “Avon” campaign 4)

The letter fonts and the size are nice for a perfume for women.

(Source: Magazine “Vegas” a meeting & incentive planner’s guide, June 2012)

(Source: Magazine “Vegas” a meeting & incentive planner’s guide, June 2012)

I think the letter font and color look attractive for vacation!

 

 A good and bad example of using 5 typefaces

Good example

(Source: Popcorn selling at Starbuks)

(Source: Popcorn selling at Starbucks)

Bad example

(Source: Banner located between Starbucks and Chick-fil-A at UC)

(Source: Banner located between Starbucks and Chick-fil-A at UC)

Examples of 6 dyads

Authority / respect

(Source: An ad of Bellagio Las Vegas in the magazine “Vegas” a meeting & incentive planner’s guide, June 2012)

(Source: An ad of Bellagio Las Vegas in the magazine “Vegas” a meeting & incentive planner’s guide, June 2012)

I think the letter “B” looks very classic and elegant, providing a kind of atmosphere of authority or respect.

Hip / cool

(Source: Magazine “mark” magalog 2/2013, campaigns 4&5)

(Source: Magazine “mark” magalog 2/2013, campaigns 4&5)

The letters “10 WAYS TO shine” looks cool, and I think it’s good for a young generation.

Dull / boring

(Source: The post office at UMBC)

(Source: The post office at UMBC)

The letter font is old fashioned and looks boring.

Fresh / new

(Source: A vending machine)

(Source: A vending machine)

I think the color for the letters makes feel fresh.

Stale / overused

(Source: A sticky book used for a promotional item)

(Source: A sticky book used for a promotional item)

I have seen this letter font (especially for a pen) and the logo so many years.

Gender (male)

(Source: Magazine “Avon” campaign 4)

(Source: Magazine “Avon” campaign 4)

The word “X-SERIES” looks strong and masculine.

Gender (female)

(Source: Magazine “mark” magalog 2/2013, campaigns 4&5)

(Source: Magazine “mark” magalog 2/2013, campaigns 4&5)

The word “Forever” looks cute.

Italicized fonts look more dynamic and active, such as “Live” used for the Maryland Casino. In addition, italicized serif fonts provide an elegant mood, such as “B” used for an ad of Bellagio Las Vegas. Some letter fonts that look more handwritten give cute, casual, comfortable, and feminine feelings. On the other hand, it looks like serif fonts used for a door sign or a title look more old-fashioned. I think using many typefaces in one document or advertisement needs to be careful. It can make products or advertisements active or look attractive; however, it can also make the ad not clear.

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