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Typographic traditions are rooted in writing.

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The digital format has broken us out of these conventions and forced writing for articles to become more bite-sized.

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AN ASPECT OF GRAMMAR

The order in which words appear in a sentence. It can get more granular to become letter syntax.

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The order a reader sees words affects the meanings they create in their minds.

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Following rules gives off a sense of professionalism and not following them is seen as fresh but can annoy people who are used to them.

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Too many italics over a text will strain the reader.

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A specially created font by a type designer to maximize differentiation and minimize visual disruption.

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A font generated by digital programs by resampling and warping the typeface to look diagonal. It can work but not for every typeface.

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Curved, Grammatical Punctuation

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Straight, Mathematical Indicator

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Standard is 70 CPL

35 CPL for Newspaper Columns

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The artifact within which the typography will appear.

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Finite text contained within a defined area presents all content simultaneously in static space:

Menus

Newspaper Pages

Book Spreads

Billboards

Storefronts

Web Pages

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Spans frames in a predetermined order:

Books

Signage throughout corridor

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Complex, multi-tiered volumes of information:

Encyclopedias

Internet

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How readers' eyes move from element to element

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Work for the "public" like a poster on the street.

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Readers filtering the content coming at them for things they connect with.

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Thinking about how translation across languages is important here because the expected syntaxes for each language is different.

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Where might someone find the text in real life?

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"Design is problem solving"

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Viewers can choose how they enter and exit a design. However, there facts that are generally true for the average reader like people who speak English will look to start reading at the top left of a block of text.

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"Stories ask questions and delay the answers."

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"Stories ask questions and delay the answers."

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Action drives stories. A story without action and conflict is boring. The same goes for design. How does the audience interact with your product? How can you make that interesting? The story of products isn't going to be the same from manufacturing. Personal histories will be built by users.

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The typical structure of a dramatic work:

Exposition

Rising Action

Climax

Falling Action

Denouement/Conclusion

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Like in the Odyssey and Star Wars, stories surrounding a heroic protagonist also follows a certain structure:

Ordinary Life

A call to action

A mentor/sidekick

Crossing the point of no return

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Mazes slow customers in stores encouraging them to take more time looking at product.

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A tool to explain action with a concise series of pictures.