The NEW Web Typography: Where the Sexy is 2016

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CRANFORDTEAGUE
www.cranfordteague.com
THE NEW WEB TYPOGRAPHY
where the sexy is
Jason Cranford Teague
@jasonspeaking | #sexynewtype

20  
YEARS AGO…
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CRANFORDTEAGUEJason Cranford Teague

15  
YEARS AGO…
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10  
YEARS AGO…
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NOW…
www.cranfordteague.com

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THE FUTURE…
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Stephen Boss & Jason Cranford Teague

WHAT IS SEXY?
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folha de s. paulo newspaper

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Grabs your attention…

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Keeps your attention…

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Gives you something to remember…

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HTML + CSS = SEXY?
Web Typography
BORING

SEXY TYPOGRAPHY…
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Grabs your attention
Keeps your attention
Gives you something to remember

TYPOGRAPHIC STYLE  
GRABS YOUR ATTENTION
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.1 Seconds
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CONTRAST…
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CONTRAST…
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High Color Contrast

CONTRAST…
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Low Color Contrast

CONTRAST…
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Mixed Color Contrast

CONTRAST…
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Stylecontrast

CONTRAST…
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weightContrast

CONTRAST…
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widthContrast

CONTRAST…
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TypefaceContrast

CONTRAST…
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multiContrast

SPACE…
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SPACE…
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Looking-Glass house
One thing was certain, that the white kitten had had
nothing to do with it:--it was the black kitten's fault
entirely. For the white kitten had been having its face
washed by the old cat for the last quarter of an hour
(and bearing it pretty well, considering); so you see
that it couldn't have had any hand in the mischief.

SPACE…
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Looking-Glass house
One thing was certain, that the white kitten
had had nothing to do with it:--it was the
black kitten's fault entirely. For the white
kitten had been having its face washed by
the old cat for the last quarter of an hour
(and bearing it pretty well, considering); so
you see that it couldn't have had any hand
in the mischief.

SPACE…
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Looking-Glass house
had had nothing to do with it:--it was the black
kitten's fault entirely. For the white kitten had
been having its face washed by the old cat for
the last quarter of an hour (and bearing it
pretty well, considering); so you see that it
couldn't have had any hand in the mischief.

SPACE…
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Looking-Glass house
had had nothing to do with it:--it was the black
kitten's fault entirely. For the white kitten had
been having its face washed by the old cat for
the last quarter of an hour (and bearing it pretty
well, considering); so you see that it couldn't
have had any hand in the mischief.

SCALE…
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SCALE…
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Looking-Glass house
One thing was certain, that the white kitten had had nothing to do with it:--it was the black kitten's fault entirely. For the white kitten had been having its face
washed by the old cat for the last quarter of an hour (and bearing it pretty well, considering); so you see that it couldn't have had any hand in the mischief.

SCALE…
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THE
Looking-Glass house
One thing was certain, that the white kitten had
had nothing to do with it:--it was the black kitten's
fault entirely. For the white kitten had been having its
face washed by the old cat for the last quarter of an
hour (and bearing it pretty well, considering); so you
see that it couldn't have had any hand in the
mischief.

TEXTURE…
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TEXTURE…
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Drop Shadow

TEXTURE…
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Emboss or Bevel

TEXTURE…
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Read Me

TYPOGRAPHIC VOICE  
KEEPS YOUR ATTENTION
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font :: type
voice :: speech

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AA A A A
AA A A A A
AA A A AA

IF I SAY…
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“I’m going to kill you”

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Pirate = UglyQua
Insane = Sybil Green
Robotic = Synchro LET
Suave = Cooper Std

FIND YOUR VOICE
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Brand D
Brand IBrand H
Brand E
Brand F Brand N
Brand C
Brand G
Brand KBrand J Brand Q
Brand X
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TYPOGRAPHIC DESIGN  
GIVES YOU  
SOMETHING TO REMEMBER
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WHEN LEGIBILITY AND
READABILITY ARE A PROBLEM
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A long-standing typographic maxim is that the most
legible typefaces are “transparent” to the reader–that is,
they don’t call undue attention to themselves. Additionally,
the most legible typefaces contain big features and have
restrained design characteristics.
— Allan Haley
“

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When people find something easy to read, they take that
as a sign that they've mastered it. Conversely, the
researchers believe harder-to-read fonts provoke a feeling
of lack of mastery and encourage deeper processing.
— Daniel Oppenheimer
“

DISFLUENCY
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A number of so called "desirable difficulties" show that
when people process information deeply they learn more
effectively, and depth of processing is not necessarily easy.
— Daniel Oppenheimer
“

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CONTRAST…

WHAT DESIGNERS ALREADY
KNOW
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DOES THIS MEAN THAT
READABILITY DOESN'T MATTER?
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https://trends2015.hautehorlogerie.org

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SEIA.org

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http://www.annasafroncik.it

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http://inspacewetrust.org/en/

FREE COPY
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Stephen Boss & Jason Cranford Teague

The NEW Web Typography: Where the Sexy is 2016

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The NEW Web Typography: Where the Sexy is 2016