Basic Typography

Rüegg, R. and Fröhlich, G. (1972). Basic Typography: Handbook of technique and design. 1st ed. Zurich: ABC Verlag Zurich.

"Typography is not a free, independent art like painting, sculpture or music but, like architecture and graphic design, it is connected with a definite order. Its aim is the impartial transmission of thoughts, ideas and facts." (Rüegg and Fröhlich, 1972)

"The constructive movement furthered simplicity, conformity and functionality designed typography that was appropriate to its purpose, i.e. clear print that is easily legible." (Brockmann cited in, Rüegg and Fröhlich, 1972)

Rules of good typography

"We have learned (and therefore accustomed) to read the combinations from left to right in order to understand the sense of the word."

"A line, however, must have optical coherence, i.e. the words must be clearly recognisable and not run into one another."

"Unadjusted setting, flush right is difficult to read and should only be used in exceptional cases."

"The rhythm of a typographical work is based on the arrangement of a certain line or surface. It manifests itself in the interrelation between printed and blank surfaces, between shapes and counter shapes."

"Typographical variations are the different combinations of different elements under certain conditions. The most important of these elements are text (content), font, size of type, weight of type, width of type, slope of type, lines, colour, surface, principles of arrangement (grid)."

"In general, however, it is true that warm colours (yellow, orange, red) have a dynamic stimulating, aggressive effect and the cold ones (blue, green) are quiet, soothing and reserved. Warm colours approach the observer and cold one recede."

"Colour can have a purely functional use as an organisational aid to the arrangement of a text, as a means of making a distinction within a text or as the special identification sign of the sender."

"The typographic grid is a system of arrangement for titles, texts, captions, tabular matter and illustrations. The typographic grid, as the basis, remains constant, the arrangement of typographic elements is variable."