Below are page scans and a number of quotations which are interesting/relate to my subjects of typography/advertising.
‘Appropriateness directs us to the right kid of media, the right kind of materials, the right kind of scale, the right kind of expression, color and texture.’
‘Appropriateness transcends any issue of style - there are many ways of solving a problem, many ways of doing, but the relevant thing is that, no matter what, the solution must be appropriate.’
‘We like typography that transcends subjectivity and searches for objective values, a typography that is beyond time - that doesn’t follow trends, that reflects its content in an appropriate manner.’
'Context and appropriateness are consequential conditions and both are an integral part of the creative process, intangible functions of which could not be denied to the object in question with failing its purpose.'
'Failure to consider it will result in a meaningless exercise, or at best, in a futile expression of the ego, definitely not a professional solution to a problem.'
'However there are two basic kinds of marketing" one, to satisfy people's needs: the other, to satisfy people's wants. While the first could make great contributions to society, the second exploits society to the benefit of manufacturers. o protect their investments, industry has developed a theory of marketing aimed at reducing risk as much as possible by asking people what they want rather than what they need.'
'I still believe that most typefaces are designed for commercial reasons, just to make money or for identity purposes. In reality the number of good typefaces is rather limited and most of the new ones are elaborations on pre-existing faces.'
'One of the most important elements in typography is scale and size relationship. Naturally there are many ways of understanding and expressing typography.'
'One of the most exciting elements of typography for me is the contrast of scale on a printed page. I love the play between a very large type size for headlines versus a much smaller type size for the body text'
'Another element is the relationship among type sizes in the same printed page. Our first rule is to stick to one or two type sizes at most. If necessary, there are other devices such as bold, light, roman and italic to differentiate different parts of a text, but even there, stick to the minimum. Type weights can be used to great advantage when dedicated to a specific function, rather than be used for colour purposes of even worse and phonetic analogy.'
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