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When Words Matter: Writing About Type / TypeCon 2016

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What do you need to emphasize when you're writing about a typeface? How do you avoid platitudes, but still establish a broad appeal? Who's reading this stuff, anyway? Typeface marketing has come a long way from the days when it was sold alongside brass rules in hardcover catalogs. It must have been nice not to worry about fitting sales pitches into 140 characters, or fighting for attention in a Facebook news feed — but, here we are. And in truth, there's good reason to be excited about being here.

If there's one thing you can count on, it's that good writing sticks in people's minds, no matter the medium. And with the right message, you might accomplish even more than publicity; you just might inspire more people to make typography a part of their lives.

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When Words Matter: Writing About Type / TypeCon 2016

  1. 1. Lorem ipsum sIT amet, his apeirian saLU aLIQUando. No When words matter: Writing about type
  2. 2. Sally Kerrigan Photo from Type Camp Neon Copywriter & editor
  3. 3. What you are trying to say Who you are trying to say it to (& bringing it together with the right tone)
  4. 4. What are you trying to say?
  5. 5. Actually, literally, write out your goal Not subtle
  6. 6. Be specific
  7. 7. Getting more specific
  8. 8. Even more specific
  9. 9. Who are you trying to reach?
  10. 10. Know your audience What information do they need? What do you explain often? What would you like people to know? How much do they already know about you?
  11. 11. We tune in to actual questions We promote with clear intention Why Typekit content clicks
  12. 12. Know your nerds
  13. 13. …and your other audiences What the hell is Typekit? What fonts are in the library? What fonts are new in the library? Why isn’t Myriad showing up on my website? What is the type design process like?
  14. 14. T H E S P E C T R U M O F I N T E R E S T You can’t please everyone, or: Hmm.I’m really glad I read this! I don’t need to read this.
  15. 15. Why isn’t this font showing on my website? Hmm.I’m really glad I read this! I don’t need to read this.
  16. 16. Why isn’t this font showing on my website?
  17. 17. What fonts are new in the Typekit library? Hmm.I’m really glad I read this! I don’t need to read this.
  18. 18. What fonts are new in the Typekit library?
  19. 19. What is the type design process like? Hmm.I’m really glad I read this! I don’t need to read this.
  20. 20. What is the type design process like?
  21. 21. 😅 😅 😅 😉 😎 😊 😍
  22. 22. Tone & Context
  23. 23. What the hell is Typekit? What fonts are in the library? What fonts are new in the library? Why isn’t Myriad showing up on my website? What is the type design process like? 😱 🤔 😯🙄 🙃
  24. 24. Consider your
 context
  25. 25. Consider your context t Tweet Tweet-31 Egmont is the quintessence of beauty in the roman letter-form, crystallized and polished by the restless attrition of typographic developments during the past two decades.
  26. 26. Consider your context
  27. 27. 😅 😉 😎 😊 😍 😱 🤔 😯🙄 🙃
  28. 28. What you are trying to say Who you are trying to say it to
  29. 29. Thank you Sally Kerrigan
 @draftwerk

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