Comments on: Typography Testable Credential http://www.madetostick.com/blog/2007/10/03/typography-testable-credential/ Authors' Blog by Dan and Chip Heath Fri, 05 Sep 2008 22:17:21 +0000 http://wordpress.org/?v=2.0.5 by: wtd http://www.madetostick.com/blog/2007/10/03/typography-testable-credential/#comment-5669 Wed, 21 Nov 2007 13:33:51 +0000 http://www.madetostick.com/blog/2007/10/03/typography-testable-credential/#comment-5669 Both paragraphs are an abomination. Note that both use line feeds not carriage returns to end lines. If imported - even in MS-WORD - the line-wrapping will be wrong, and is a serious PIA to correct. Also, paragraph 2 uses a formatting character (I think it is control-alt 255 in ASCI.) The net effect is to make either paragraph un-importable to programs that use straight text. This includes, of course, MS-ACCESS ... even version 2002 / 2003. So, since much of the text I deal in needs to be readable in ASCII and not as formatted text, I assume all is un-kerned Courier. The big problem with most text on the web is that it is, in fact, like the sample. Using line feeds means it does not wrap properly; using formatting characters means that the appearance is unpredictable; using paragraphs with various spacings before & after lines means that pagination and white space on the paper are unpredictable when we change software. This is the appeal of PDF ... there is some assurance that your audience sees what you saw, though even there, PDF has problems with various fonts. I clip a lot of articles from diverse sources. To give them all a consistent appearance, I have composed various MS-WORD macros that strip the formatting and impose a simple basic format on all. It makes the articles readable, exportable & importable. Both paragraphs are an abomination. Note that both use line feeds not carriage returns to end lines. If imported - even in MS-WORD - the line-wrapping will be wrong, and is a serious PIA to correct. Also, paragraph 2 uses a formatting character (I think it is control-alt 255 in ASCI.) The net effect is to make either paragraph un-importable to programs that use straight text. This includes, of course, MS-ACCESS … even version 2002 / 2003. So, since much of the text I deal in needs to be readable in ASCII and not as formatted text, I assume all is un-kerned Courier.

The big problem with most text on the web is that it is, in fact, like the sample. Using line feeds means it does not wrap properly; using formatting characters means that the appearance is unpredictable; using paragraphs with various spacings before & after lines means that pagination and white space on the paper are unpredictable when we change software. This is the appeal of PDF … there is some assurance that your audience sees what you saw, though even there, PDF has problems with various fonts.

I clip a lot of articles from diverse sources. To give them all a consistent appearance, I have composed various MS-WORD macros that strip the formatting and impose a simple basic format on all. It makes the articles readable, exportable & importable.

]]> by: dan http://www.madetostick.com/blog/2007/10/03/typography-testable-credential/#comment-4544 Fri, 05 Oct 2007 21:00:11 +0000 http://www.madetostick.com/blog/2007/10/03/typography-testable-credential/#comment-4544 I see the testable credential used in sales pitches all the time. I'm in the software industry, and this means you are always selling something intangible. In order to establish your product's credibility you have to let the customer demo it. This takes time and can go bad if you aren't there to babysit them through the process. The big boys (Microsoft, Adobe, ect...) pull a Ronald Reagan all the time. If a company is considering switching from Microsoft Office to the free alternative called Open Office, all Microsoft has to say is "do you really want to trust this new guy, or are you going to stick with old reliable?" Amazingly, this is compelling enough in most cases. No expert needed. No statistics cited. They let their brand precede them, and then they let you decide. I see the testable credential used in sales pitches all the time. I’m in the software industry, and this means you are always selling something intangible. In order to establish your product’s credibility you have to let the customer demo it. This takes time and can go bad if you aren’t there to babysit them through the process. The big boys (Microsoft, Adobe, ect…) pull a Ronald Reagan all the time. If a company is considering switching from Microsoft Office to the free alternative called Open Office, all Microsoft has to say is “do you really want to trust this new guy, or are you going to stick with old reliable?” Amazingly, this is compelling enough in most cases. No expert needed. No statistics cited. They let their brand precede them, and then they let you decide.

]]> by: Jamie Self http://www.madetostick.com/blog/2007/10/03/typography-testable-credential/#comment-4517 Thu, 04 Oct 2007 03:19:23 +0000 http://www.madetostick.com/blog/2007/10/03/typography-testable-credential/#comment-4517 Younger people don't even know about the two-space rule. Or Neil Diamond. HINT: you can set up an auto-correct macro in Word (or even computer-wide using third party software) that will auto-correct your two spaces into one. Younger people don’t even know about the two-space rule. Or Neil Diamond.

HINT: you can set up an auto-correct macro in Word (or even computer-wide using third party software) that will auto-correct your two spaces into one.

]]> by: Travis http://www.madetostick.com/blog/2007/10/03/typography-testable-credential/#comment-4508 Wed, 03 Oct 2007 18:07:56 +0000 http://www.madetostick.com/blog/2007/10/03/typography-testable-credential/#comment-4508 I always thought it was optional but didn't matter, but wow! He makes a good (and clear) point. Guess I'll have to work on that. And now, after typing the above, I realize I put two spaces between sentences. This might be a hard habit to form! I always thought it was optional but didn’t matter, but wow! He makes a good (and clear) point. Guess I’ll have to work on that.

And now, after typing the above, I realize I put two spaces between sentences. This might be a hard habit to form!

]]> by: Nathania - Bold Interactive http://www.madetostick.com/blog/2007/10/03/typography-testable-credential/#comment-4506 Wed, 03 Oct 2007 17:13:11 +0000 http://www.madetostick.com/blog/2007/10/03/typography-testable-credential/#comment-4506 I had to train myself to type one space instead of two. But years later, I don't even notice! I had to train myself to type one space instead of two. But years later, I don’t even notice!

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