Foundations in Graphic Communications: New York City College Of Technology: Advertising Design & Graphic Arts
 
 
DID POOR TYPOGRAPHY COST JOHN KERRY THE PRESIDENTIAL ELECTION?
 
 
Graphic from The New York Times, 10/9/04   • Bush in all caps conveys strength, integrity, steadfastness

• Weight of type demonstrates confidence and boldness

• Overall design conveys masculinity and supremacy

• Italics convey movement, speed, modernity, energy


• Serif type is friendlier than sans serif type, but the thin typographic weight conveys weakness

• Uneven letterspacing creates confusion, conveys indecision

• Loose letter spacing between the "K" and the "e" communicates inexperience

• Overall design is tentative — it conveys congenial subservience