The keyword I have chosen to explore for my practice one project is Clarity.
The essence of the New Typography is Clarity. This puts it into deliberate opposition to the old typography whose aim was “beauty” and whose clarity did not attain the high level we require today.
New Typography is distinguished from the old by the fact that its first objective is to develop its visible form out of the functions of the text. It is essential to give pure and direct expression to the contents of whatever is printed; just as in the works of technology and nature, “form” must be created out of function.
The function of printed text is communication, emphasis (word value), and the logical sequence of the contents.
I will begin with an examination of the word by asking and answering these simple questions:
- What is ‘Clarity’?
It is a noun meaning free from obscurity and easy to understand; the comprehensibility of clear expression (clarity – Wolfram|Alpha, 2014). First known use in English was approximately 1340 in the High Middle ages about 675 years ago with origins in Old French and Latine (clāritās).
According to the word frequency history data from Wolfram|Alpha, the word Clarity saw a steady increase in its usage from the 1900s which interestingly coincides with the new modern typographic movement with powerful advocates like Jan Tschichold the German typographer who in his 1928 seminal book The New Typography wrote that clarity is necessary today because of the manifold claims for our attention made by the extraordinary amount of print, which demands the greatest economy of expression.
- Why do we need ‘Clarity’?
According to Jan Tschichold, we need Clarity in order to achieve clear and unambiguous form.
The next step will be to look at different ways Clarity is used or achieved with the aim of choosing a direction with which to move forward with my practical work.
Reference:
Armstrong, H. (2009). Graphic Design Theory: Readings from the Field. New York. Princeton Architectural Press.
clarity – Wolfram|Alpha. Retrieved October 27, 2014, from Wolfram|Alpha: http://www.wolframalpha.com/input/?i=clarit