The art of typesetting
In our opinion, ‘type is everything’ to a design. It is how we communicate complex messages effectively.
With the rapid transformation of this industry, many inexperienced designers rely on software to dictate layout. They see text as a free flowing medium within a box or a cell, and are not taught the finer arts of kerning, leading, tracking, aligning and typesetting headings and text in the correct way. They have little formal training in the strategies behind layout grids, alignment, and typeface and font choices to suit audience type, branding authenticity and publishing requirements.
This is the traditional knowledge that separates the amateurs from the pros.