- Series: Kickstarting Business Series
- Paperback: 176 pages
- Publisher: The Worsley Press; Revised ed. edition (March 2005)
- Language: English
- ISBN-10: 1875750223
- ISBN-13: 978-1875750221
- Product Dimensions: 7.4 x 0.4 x 9.7 inches
- Shipping Weight: 12 ounces (View shipping rates and policies)
- Average Customer Review: 14 customer reviews
- Amazon Best Sellers Rank: #843,393 in Books (See Top 100 in Books)
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Type & Layout: Are You Communicating or Just Making Pretty Shapes (Kickstarting Business Series) Revised ed. Edition
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Type & Layout should be the definitive reference for anyone involved in design, publishing and print advertising. -- Philip Hamson, Advertising IT Liaison, Newcastle Newspapers Ltd, Aust.
Using principles of this sort, I make millions for my clients every year -- Carol Worthington-Levy, Direct Marketing Consultant and Partner, Creative Services, LENSER, San Rafael CA
You need this book if you use the printed word to sell, promote, or persuade! -- Mal Warwick, fundraiser and author, publisher of Type & Layout first edition
About the Author
Colin Wheildon, son of a master printer, was aware in his quarter of a century as an editor and designer that the rules of typography were largely ancient maxims, with little documental emirical evidence. With advisors such as Prof Henry Mayer, Prof Edmund Arnold, Dr Simon Gadir, Prof David Sless, David Ogilvy and Bryce Courtney (who, when not writing bestsellers was creative director of a major advertising agency), he set out to test comprehension rather than readability or legibility. Colin Wheildon is now retired but co-operated actively in Geoffrey Heard's re-editing and updating of his book.
Top customer reviews
This will help keep your printed pieces on-mission.
As a writer, I once paid little attention to layout and type. Those days are over, because now I grasp concepts that will make my words so much more powerful -- or kill my words altogether:
How layout influences what is retained by the reader -- much more than I ever imagined.
How type can enhance or destroy readability.
The effects of centering -- when it works, when it doesn't, and why.
Why line spacing and margins matter.
This book resides on my desk - right beside my keyboard, so I can grab it quickly for reference.
When the next version comes out, I'll again wait weeks for it (if I have to). The information it contains is essential to writers for ensuring that what you write gets read.
Phyllis Staff, Ph.D.
author, "How to Find Great Senior Housing"
"128 Ways to Prevent Alzheimer's and Other Dementias"
This however goes deep and covers so much more of the how and why. The book will revolutionize the way you look at the print/advertising world. You'll recognize all the garbage that's pumped every day, and you'll appreciate it when you come across a real layout gem.
By 1985 I'd chalked up 20 years in human resources had just moved into employee communication consulting. In HR I'd spent two decades struggling to make sense of newspaper loadings for recruitment display advertisements in some of the world's leading papers, adjudicated on countless designers' ideas about layout, fonts, white space, justification and so on. Then, when it was too late, here was a guy who'd done enough research to explain exactly what I should have doing for all those years.
Twenty years on, with the author in a beachside retirement home, an updated fifth edition is available globally. So has it stood the test of time? Yes, indeed it has - with the help of the author's thorough research for nine years, three editors and two publishers. One of the publishers was a direct marketer who proved the veracity of Wheildon's research findings. The current publisher, Geoffrey Heard, is a psychologist, editor and desktop publisher. He's added an interesting introduction, a chapter of 15 useful case studies and three appendices on various aspects of publishing (colour, eye movements, reading, typographical terms, and what's best for non-fluent readers).
Wheildon, the son of a master printer in Derby, England, was clever. At the outset he got excellent advice regarding his methodology. David Ogilvy (who said of this book "no guesswork only facts") helped him clarify what he was researching: comprehension rather than legibility. Leading academics in Sydney (Australia), Richmond (Virginia) and Reading (UK) guided his research. The survey sample was not large, a few hundred people, but it is adequate.
There are some limitations with a black and white, slightly smaller than quarto size book reproducing broadsheet pages, but this does not seem to matter too much. If you're like me, you'll soon be engrossed. This 175 page paperback is well-illustrated with 98 figures including full page advertisements and (good and poor) print examples from around the world. There are comprehensive chapters on such things as page layout, body and headline type, colour, design and how to put it all together. It all seems to be there: fonts, case, point size, serif or sans serif, justification, paper, captions, columns, spacing, reversed text and so on. (Read the index and first 16 pages at Amazon.com.)
If you're involved in writing anything for publication, print advertising or design layout you'll find this a gripping read. Ignore it at your peril.
Most recent customer reviews
But someone's seven year old son has opened up the files and 'redesigned' it.Read more