Georgia On My Mind: The Invisible Power of Typeface

(cross-posted with the Iconic Books blog)

My thanks to my colleagues who made sure I saw the article in The Week from a few days ago, "How Typeface Influences the Way We Read and Think."

The insight here is a helpful one for those interested in materialist questions in the study of Scriptures: namely, that the visual presentation of the words themselves create a psychological effect in the reader, leading to increased credulity (in the case, say, of Georgia) or outright derision (as in the case of Comic Sans).

The only book on the subject of which I am aware is Graphic Design and Bible Reading: Exploratory Studies in the Typographical Representation of the Text of Scripture in Translation, by E. R. Wendland and J. P. Louw. Sadly, it looks like it has gone out of print, though I do have a copy if anyone would like to do some more exploration.

Besides that one text, I have not done much formal study of typefaces in Scripture; but I am pretty sure S. Brent Rodriguez Plate has, and I would love to hear his response to this (and other responses, as well).

Typographic Book Covers

Last week the Chronicle of Higher Education had a short article about the uses and history of typographic book covers.  In the post, the author, Carol Saller, polls several designers regarding their reactions and thoughts about the practice.

You can read the full text of the article here.

The tone of the article is overwhelmingly positive.  While it is admitted that an unimaginative design is a detriment whether the cover is imagistic or typographic, Saller also asserts that "Even when the title lacks pizazz, typography can deliver it."

"Smoke Screen" by Maciunas

While reading the article, I kept thinking about the work of George Maciunas, the avant-garde organizer and typographer who was the driving force in many ways behind the Fluxus art movement of the 1950s through the 1970s.  His work - both for Fluxus events and for commercial design - is deeply felt but seldom acknowledged.

All of this ties in to a small but sturdy volume I picked up at a used bookstore this weekend.  The book is called Thinking with Type: A Critical Guide for Designers, Editors, & Students.  I haven't had a chance to give it a thorough going-over yet, but looking at its index, Maciunas's name does not appear.  His influence, however - through the mashed-up type style and stark use of Helvetica and other sans-serif fonts - is definitely felt.

Certainly Maciunas was not the only one to use this approach.  Kurt Schwitters, Russian Constructivists, and the Bauhaus all developed versions of this type-heavy graphic style.  Using words as art, with either one or no graphic elements besides, is a long-standing mode of expression.

And this finally makes me think of Islamic art, where very often no graphic expression besides the words of the Qur'an themselves is allowed. 

The West, in many respects, is an image-dense culture.  It is interesting to see the way in which these text-dense approaches can catch us by surprise or strike us as a novelty.  We seem to naturalize the image as the norm, and imagine text as the substrate of our visual lives.  As these several examples show, this is hardly the actual case.

A short note about a typeface (Caslon, specifically)

I just received my copy of the Commonweal Associates Newsletter, an occasional publication for supporters of Commonweal magazine. In amongst the other news items was the following:

After redesigning the magazine in 2005, we fielded a good deal of compliments--and complaints. Reader response was mostly positive, but even fans of the revised look wondered whether the new typeface wasn't a touch too light. Well, as Jesus taught, ask and you shall receive, within at least six years. Our new new typeface, which debuted in the fall, is Caslon. It replaces the thinner-cut Goudy in headlines and body copy. You may recognize it from a little-known periodical called the New Yorker. If you haven't noticed, don't panic--the change is subtle. But important. A magazine as weighty as Commonweal ought not be printed in too light a typeface.

This assertion--that a "weighty" magazine demands a "weighty" typeface--is likely one we don't often think too much about. It brought to my mind a wonderful little book by E.R. Wendland and J.P. Louw, Graphic Design and Bible Reading,wherein they remind us that, "in the end, format does have meaning and people will assign a certain sense to the lay-out of a text according to how they happen to perceive it and interpret it" [37].

A typeface communicates more than just the words for which it is employed. It communicates a character, added-to those words. Erik Spiekermann, in his foundational Stop Stealing Sheep & Find Out How Type Works,makes clear that this type-character is expected to be a good match for the genre and purpose of the printed text. "Just as business people are expected to wear a suit (plus, naturally, a shirt and tie), text set for business has to look fairly serious and go about its purpose in an inconspicuous, well-organized way" [65]. Following this logic, it is only natural that "weighty" magazines are expected to sport "weighty" fonts. Serious is as serious does, after all.

Needless to say, I found it quite delightful that a magazine staff would actually come out and admit the rationale for choosing one typeface over another. While these decisions are invariably made with deliberation and care, it is not so often we get a glimpse behind the scenes into the machinations.