While You're Reading

Thisbookisabouteverythingthathappenswhileyou'rereading-infrontofyoureyesandinsideyourhead-andaboutwhattypedesigners,typographersandgraphicdesignersbringtoapagetomakeithappen.RenownedtypedesignerGerardUngerdistillsdecadesofdesignexperienceintoaplayful,accessibletextthatreflectstherangeofhisprofessionalprojects,fromdesigningthefontsreaddailybymillionsin"USAToday"tobeingresponsibleforthelookofthehighwayandmetrosignsintheNetherlands.ForUnger,regardlessoftheapplication,designersshouldalwaysconsidertwoimportantquestions:Howisitpossibletoreadwithoutseeinganyletters?Towhatextentdoallreaderspossesshiddentypographicknowledge?Keepingthesetwocoreideasinmind,Ungerexploressuchtopicsaslegibility,invisibletypography,patternrecognition,thereadingprocess,theergonomicsofletterforms,theuniverseofsigns,negativespaceandtypographicillusions.Themostseasonedtypographersanddesignerswillfindasmuchvalueinthisfresh,first-everEnglishtranslationasbeginnersandthecuriouswhohavealwayswonderedhowreadinghappens.