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Type and Layout: How Typography and Design Can Get Your Message Across - Or get in the Way: How Topography and Design Can Get Your Message Across - Or Get in the Way Paperback – 1 Jan 1996

4.5 out of 5 stars 2 customer reviews

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Product details

  • Paperback: 248 pages
  • Publisher: Strathmore Press; Revised edition (1 Jan. 1996)
  • Language: English
  • ISBN-10: 0962489158
  • ISBN-13: 978-0962489150
  • Product Dimensions: 2.5 x 15.9 x 22.9 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 1,439,646 in Books (See Top 100 in Books)
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  • See Complete Table of Contents

Product description

How typography and design can get the message across - or get in the way. Full of practical tips based on professional experience for anyone involved in design, writing and communication. Foreward by David Ogilvy.

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Top Customer Reviews

Format: Paperback
Colin Wheildon presents in very clear, understandable language the results of his exhaustive study on the effects of design on readability. This book is the basis of much of the material I teach in seminars. It provides the foundation for much of the material I use in working with clients. Wheildon presents objective arguments for particular typeface choices and layout formats and substantiates his recommendations with hard data. In the never ending struggle to balance form and function, this book takes care of the function. Now, all the designer has to do is add the form.
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Format: Paperback
This book reveals the results of extensive research that tries to demystify "comprehensibility", as Wheildon calls it. Most of the conclusions in the analysis only apply to reading material with long-running text. Armed with this caveat, the reader can learn a number of very useful facts about reading behaviour, and what effects different attributes of a page have on the average reader.
Wheildon's tone can be annoying, but the book is an easy read, and also serves as a reference.
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Most Helpful Customer Reviews on Amazon.com (beta) (May include reviews from Early Reviewer Rewards Program)

Amazon.com: 4.4 out of 5 stars 12 reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars Worth Every Little Penny 8 April 2009
By Burnt Glass - Published on Amazon.com
Format: Paperback Verified Purchase
After reading which doesn't take long, I converted all the text on one of our websites to the principles and like magic the legibility of our messages grew stronger with every Times Roman letter in black on white with little shades of gray to improve things in Upper and lower case - get my meaning? Design takes a back seat here to getting the message across. Of course this could have been a pamphlet so I am relieved I paid the price I did (marketplace). To all graphic designers who have let their imaginations run away with their work. Please read.
10 of 10 people found the following review helpful
5.0 out of 5 stars No other book like it 19 Aug. 2000
By Tom Ahern - Published on Amazon.com
Format: Paperback Verified Purchase
We all suspect it: designers often trample the message. But you might not know exactly HOW they sabotage the written word. Now you can. Wheildon's book covers the science of readability. This book is the world's best argument-ender, when you're going eyeball-to-eyeball with a recalcitrant designer. Learn here why reverse type reduces comprehension 500%. Learn why headlines should never have periods. Learn how the eye typically moves across a printed page (and how to take advantage of that well-trod path). I recommend this book in every communications seminar I teach -- and the students love it, because it empowers them to JUST SAY NO when a designer comes up with yet another "solution" that buries the message.
5.0 out of 5 stars Addvertising text layout bible 29 Aug. 2016
By Amazon Customer - Published on Amazon.com
Format: Paperback Verified Purchase
Really great book.
If You would like to make understandable adds, catalog or simply presentation, this is perfect.
23 of 26 people found the following review helpful
2.0 out of 5 stars Good for Advertising, But... 29 Nov. 1999
By John Hastings - Published on Amazon.com
Format: Paperback
Wheildon is an advertising man who was tired of guessing how typography influenced the effectiveness of print advertising. He did some research to find out, and most of what he found is no surprise. Serif type is easier to comprehend than sans serif. Copy set in all caps is difficult to read. He provides convincing data to back up these assertions - a useful contribution. The overall effect of the book however, gives one pause. Two major complaints: 1.- His results were originally distributed as a research paper, and the paper has been mercilessly padded to fill this book. 2.- The layout and type of the book itself fight his main point - that typography should enhance, not hurt, good communication. For instance, throughout the book paragraphs have both indents and extra spacing. Visually, this makes each paragraph seems like its own separate thought, unconnected to the previous idea. Add to that the varying blank space at the end of the page - is this the end of a chapter? - and you have a book whose layout inhibits communication. Not a good quality for a book entitled "Type & Layout." The examples of advertising in the book show how well his principles apply to that medium, but the layout of the book itself makes one wonder. After reading the whole book (which took about 90 minutes), I felt ripped off.
2 of 3 people found the following review helpful
5.0 out of 5 stars Some of the best advice on type and layout available 22 Dec. 1998
By A Customer - Published on Amazon.com
Format: Paperback
Not only does this book include the results of real, honest-to-goodness studies that will make your work more readable and allow for maximum comprehension, it is downright fun to read!
This book has been so helpful to me that I keep it at my desk for handy reference. For example, what kind of reader comprehension can I expect if I use 10 point font and 13 point leading? It's in the book. Where are serif and sans serif fonts best used? It's in the book . . . along with lots more.
Colin Wheildon conducted studies to determine the way type and layout affect a reader's comprehension -- and he suggests ways to use these results in order to produce better copy and layout. I know his results have helped me to do better work.
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