Thoughts on Typography

Condensed Typefaces

“A non-designer’s first impulse is often to reach for a condensed typeface, on the principle that narrower letters take up less space. Yet it’s almost always a better option to make the counter-intuitive choice of a wider typeface, and to set the type in a smaller size with tighter leading.” This is clearly apparent in the image above which shows two ingredient lists in Gotham: at left the passable Gotham Condensed, but at right the far more inviting Gotham Narrow, a family that’s two steps wider.

More on the appropriate use of typography here, in a lovely post by Jonathan Hoefler.

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