Dyson ad: Text as more than just words
~ 16 October 2006 ~
The last couple of conferences I’ve presented at have seen me make a case for treating text as an integral part of the user interface — even the interface itself in many cases — instead of treating it as merely content.
The October ‘06 issue of Wired Magazine has a fantastic ad for Dyson that, while a printed example, perfectly illustrates the point I’ve been trying to make:
Spot on, Dyson. [Insert vacuum-related pun here about the ad not sucking.] By filling in the “eyes” and “counters” (negative space in letter forms), the text transcends words and conveys additional meaning. When the text is transformed from a way to say something into a way to experience something, a richer user experience ensues; in this case, literally seeing the difference in suction. (More about counters and eyes in Poynter’s Elements of Typography.)
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