After a redesign, the folks at Final Touch should have found a solution. How much money do you think gets invested in branding a product like this? A snappy name might sound good, but type matters. Sometimes the visual message might not convey the intended meaning. Though it’s easy to chuckle over this kerning (letter spacing) faux pas, the consequences of the unintended association caused by the juxtaposition of two simple letters could cost this manufacturer a fortune—even though it might be a superior product. The pink roses don’t help the effect.
What’s impossible to measure is how many consumers who see this product on a store shelf register the unintended meaning subconsciously—like the brilliant arrow in the FedEx logo. So many people have never noticed it, but how many of them have been touched by it nonetheless?
Kerning: Touched by What?
Final Touch is a branding nightmare. Unless they change their name and relaunch, they’ll need a skilled typographer to design a logo that’s visually stronger than the magnetic attraction between the F and the I.
Part 3 of Book Design Basics explores better ways to present numbers on your pages. Numbers (called figures) look simple at first glance, but they present interesting typesetting challenges. Many digital typefaces offer several number styles but few designers know what they are or how to use them properly.
If you got to class late, Read Part 2 of Book Design Basics first to learn about optical margins, paragraph formatting and spaces.
Numbers (figures) come in four primary categories. Though they play a very small role in the text of an average novel, numbers still have an important effect on the appearance of your text. Tables, menus and recipes use numbers in different ways than text set in paragraphs. There are two figure styles: Oldstyle and Lining. Each comes in two flavors: Proportional and Tabular. An understanding of their differences allows your numbers to communicate clearly and effectively. Continue reading →
The self-publishing revolution is (aside from the Internet) the greatest thing ever to happen to freedom of speech and expression, but self-published books are widely stigmatized as poorly produced. Why? Because they almost universally are. Moreover, the declining standards of mainstream publishers do not justify the mediocrity of self-publishers. In fact, self-publishers will find a competitive advantage in applying basic book design principles to produce books that are comfortable to read and pleasing to the eye.
After all those hours writing and editing, why not produce a book that conveys your good taste, attention to detail and care? Here are some simple but powerful book design tips to help your book achieve excellence. Continue reading →