The Motz von Butz: The art of typography is threatened with extinction
In addition to the endless advantages of the computer, it has unfortunately also encouraged the proliferation of "typography-all-possible". By Theophil Butz, graphic designer, advertising agency owner, inspirer and, for over a year and a half, also a mocker for Werbewoche readers. Please send any relevant information to [email protected].
What I'm talking about here is the fact that nowadays anyone can make their own business card, a vernissage invitation card, a flyer for a total liquidation, a magazine and the advertisements placed in it or a website on their computer.
My thesis: I assume that typography and its rules are no longer taught in schools and art academies, or only marginally. For example, there seems to be no awareness of the fact that every letter has an aura of white space around it as well as inside it. This phenomenon can be compensated for with spacing (perhaps you've heard of it) to improve legibility. Many posters, some even from renowned agencies, do not or only rarely use this typography technique. As a reminder, here is an example: two versal "O "s next to each other have the same amount of white space between them as two "I "s next to each other. The space at the widest points of the "O" is therefore smaller than that of the "I". There is no mathematical formula for this. A trained eye can see that. But it should be trained. Similar rules also apply to separations, indents, wefts, flutter sentences and center lines. This poor typographical design is often paired with boring texts and uncreative, witless headlines. Another phenomenon of today's computer age is unfortunately spelling. What a lot of spelling and punctuation mistakes we see.
I have already explained in previous Motz that advertising is an expensive medium. All the more reason for the content to be implemented by professionals. Including those who understand typography. If you leave the copywriting and design to an authorized signatory, your wife or your son for cost reasons, you won't be well received by consumers.
I don't even look at these design monsters. That's why I won't give any examples. Just this one: Unfortunately, I have to install a new heating system in my house in Italy. I visited three appliance suppliers on the website. I opted for the manufacturer that gave me the most logical, typographically clean and professional impression. Exactly. I dedicate this column to Emil Ruder, my typography teacher and director of the Basel School of Applied Arts. My takeaway is that Signora Lamioni's truffle dog "Tambu" actually found white truffles for us here in Tuscany.
