Word: fonts
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Dates: during 1990-1999
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...despite the talk about statistical analysis and random populations, the book strays suspiciously from the standard scientific Protocol. Perhaps the cover, a lurid, close-up shot of a woman's navel surrounded by pink orchids, gives it away. Or the font used in the title lettering, highly reminiscent of a Harlequin romance novel. The interior of the book also betrays any serious scientific aims. Ogden's prose is casual, interrupted by sporadic fits of lyricism: "We allow the energy to reverberate in our consciousness and beyond." Now how exactly does that fit into a Venn diagram...
...course, one of the most familiar ones is the pattern, probably unique to college campuses, which attends the opening of plays. A poster screams out in a bold font, "Random vaguely sexually suggestive quote," followed in small print by the date and time of the play, as if some unintentional Victorian double-entendre is enough to send sex-starved Harvard students running to see whatever amateur production is listed. Please! We might not have cable TV, but if we want to see more-than-vague suggestion we can always just flip on NYPD Blue...
...Harvard archives, one can see examples of the posters from pre-desktop publishing Harvard: clean, elegant composition, perhaps a simple logo, and all the pertinent information. A far cry from the font-crazy ravings of today that, in their witty enthusiasm, often leave off important pieces of information. There are too many organizations promoting too many things. As students sink in information overload, organization's sink into the muck of cheap puns. Their audience, ever more weary of the insipid posters and T-shirts that have become inescapable, get even harder to reach. And so the cycle continues...
...Changing fonts, for example, was no simple matter of highlighting text and selecting "Garamond." Changing fonts on a typesetter literally meant exchanging fonts--lifting up the cover, detaching the "Helvetica" strip from the large revolving drum inside and replacing it with "Garamond." And as each strip held only one point size in each font, changing font size was an equally long process. (Anyone who thinks scalable fonts aren't the neatest thing since removable type has never been faced with the choice of 12 pt. and 24 pt. Helvetica as their only options...
...Nobody cares about me. I'm just a lonely font-loving layout-graphics shaman who can never hope to gain a following...