1. Lectures on
Alexei Kapterev
Moscow State University
Higher School of Business Administration
a
TYPEFACES

2. I could not imagine
a situation in which
Apple would ever
be bigger and more
profitable than Microsoft.
m
WILLIAM GATES III
Microsoft, founder and then CEO

3. But in the end, Microsoft didn’t create products of
ethereal beauty. Steve believed you had to control
every brush stroke from beginning to end …
because he had a passion for perfection.
m
WALTER ISAACSON
Steve Jobs’ biographer

4. Stanford, 2005

5. I learned about serif and sans serif typefaces, about
varying the amount of space between different letter
combinations, about what makes great typography
great. It was beautiful, historical, artistically subtle in a
way that science can't capture, and I found it fascinating.
m
STEVEN PAUL JOBS
Apple, Inc. founder and then CEO
serif and sans serif

6. E SERIFS

7. EESERIF SANS-SERIF

8. I learned about serif and sans serif typefaces, about
varying the amount of space between different letter
combinations, about what makes great typography
great. It was beautiful, historical, artistically subtle in a
way that science can't capture, and I found it fascinating.
m
STEVEN PAUL JOBS
Apple, Inc. founder and then CEO
typefaces

9. Fedra Sans
Normal Italic
Fedra Sans
Light
Fedra Sans
Bold
TYPE FAMILY
Семейство шрифтов
TYPEFACE
ГарнитураFedra Serif
FEDRA
Fedra Sans
FONT
Шрифт

10. I. Serifs
II. Contrast
III. Antiqua
IV. Grotesque
I WILL TRY NOT
TO BOTHER YOU
WITH TERMINOLOGY
ź

11. I learned about serif and sans serif typefaces, about
varying the amount of space between different letter
combinations, about what makes great typography
great. It was beautiful, historical, artistically subtle in a
way that science can't capture, and I found it fascinating.
m
STEVEN PAUL JOBS
Apple, Inc. founder and then CEO
beautiful, historical, artistically subtle

12. a aHelvetica Myriad Pro

13. I learned about serif and sans serif typefaces, about
varying the amount of space between different letter
combinations, about what makes great typography
great. It was beautiful, historical, artistically subtle in a
way that science can't capture, and I found it fascinating.
m
STEVEN PAUL JOBS
Apple, Inc. founder and then CEO
about what makes great typography
great.

14. Robert Paladino’s calligraphy

16. Mac OSX + Firefox
Windows XP + Firefox

17. WHO
THE HELL
CARES?
It’s just a font
◆
◆
ß

18. Imagine you have to stay
at one of these hotels…

19. BELVEDERE
Hotel

20. BELVEDERE
HOTEL

21. hotel
Belvedere

22. BELVEDERE
Hotel

23. BELVEDERE
Hotel
BELVEDERE
HOTEL
hotel
Belvedere
BELVEDERE
Hotel
4.
1.
2.
3.

24. MOST OF YOU
VOTED FOR №4!
◆
◆
Just what I’ve expected!
ß
CENSORED

25. MAMMOTH
Mammoth
http://onlinelibrary.wiley.com/doi/10.1111/j.2044-8295.1989.tb02317.x/abstract

26. HEAVY
Elegant
http://onlinelibrary.wiley.com/doi/10.1111/j.2044-8295.1989.tb02317.x/abstract

27. ELEGANT
Heavy
http://onlinelibrary.wiley.com/doi/10.1111/j.2044-8295.1989.tb02317.x/abstract

28. Temptation
TEMPTATION
http://www.sciencedirect.com/science/article/pii/S0148296302004873

29. TRACTOR
Tractor

30. Source: Phil Renaud, 2006
http://goo.gl/GOZYe
Georgia
23
Trebuchet
18
Times
11
5–
5 4–

31. This is the case with car
dealers also. And I recently
had an experience at Fiat of
Manhattan that was nothing
short of mind-blowingly bad.
This is the case with car
dealers also. And I recently
had an experience at Fiat of
Manhattan that was nothing
short of mind-blowingly bad.
RECALL
http://hbr.org/2012/03/hard-to-read-fonts-promote-better-recall/
+14%

32. Lorem impu dolor sit amet, consetetur
more. Lorem impus dolor sit amet,
consetetur sadipsing elitrsed.
Loremimpus dolor sit met...
Lorem impu dolor sit amet, consetetur
more. Lorem impus dolor sit amet,
consetetur sadipsing elitrsed.
Loremimpus dolor sit met...
MOTIVATION
http://dornsife.usc.edu/assets/sites/780/docs/08_ps_song___schwarz_effort.pdf
15.1 min.
8.2 min.

33. Times
Arial
http://www.ncbi.nlm.nih.gov/pubmed/18459353
HUMOUR
+10%!

34. Source: Benjamin Berman,
David Dunning
http://goo.gl/cMd3H
Is it true that “we live in an era of unprecedented safety”?
( ) Yes: The claim is true
( ) No: The claim is false
How confident are you in your conclusion?
( ) Slightly confident
( ) Moderately confiden
( ) Very confident

35. ~5%
Source: Benjamin Berman,
David Dunning
http://goo.gl/cMd3H

36. The page from June 9-10, 1855, is notable because the
handwriting changes suddenly, halfway down the page. On
first inspection it appears to be written by two different
people or perhaps someone with multiple personality
disorder. The writing on the top half of the page is elegant
but unreadable, the writing on the bottom half, awkward but
entirely legible. The reason for the abrupt change becomes
clear only through reading the journal.

37. The page from June 9-10, 1855, is notable because the
handwriting changes suddenly, halfway down the page. On
first inspection it appears to be written by two different
people or perhaps someone with multiple personality
disorder. The writing on the top half of the page is elegant
but unreadable, the writing on the bottom half, awkward but
entirely legible. The reason for the abrupt change becomes
clear only through reading the journal.

38. The page from June 9-10, 1855, is notable because the
handwriting changes suddenly, halfway down the page. On
first inspection it appears to be written by two different
people or perhaps someone with multiple personality
disorder. The writing on the top half of the page is elegant but
unreadable, the writing on the bottom half, awkward but
entirely legible. The reason for the abrupt change becomes
clear only through reading the journal. 2%
The page from June 9-10, 1855, is notable because the
handwriting changes suddenly, halfway down the page. On
first inspection it appears to be written by two different
people or perhaps someone with multiple personality
disorder. The writing on the top half of the page is elegant
but unreadable, the writing on the bottom half, awkward but
entirely legible. The reason for the abrupt change becomes
clear only through reading the journal.
+

39. 2%DIFFERENCE
Even though most people
can’t tell Baskerville from Georgia!
◆

40. TYPEFACES
WORK BELOW
THE CONSCIOUS
LEVEL TOO
◆
◆
If you can’t tell the difference
doesn't mean it won’t affect you
ß

41. But…
WHY?
m

42.