Non-Designer’s Type Book, The, Second Edition

Extremes

Don’t be afraid to go to extremes. Find ways to use type extremely large or extremely small, at least in proportion to the piece. I recently received a letter with the name and address of the sender in some really funky type at least two inches tall. It had an incredible impact—full of chutzpah and creativity. In phone book advertising, newspaper ads, brochures, flyers, in many, many places, try using extraordinarily large type. A good contrast would be to have the body of the piece in a decently small size, say IO point. Don’t think that because the heading is so large that the rest of the type has to be larger than average also —no no! It is specifically that strong contrast between the large and the small that makes the piece so effective. ...