Neff: Typography About Language

The video I've chosen is Typography About Language spoken by Taylor Mali. The kinetic type was done by Ronnie Bruce. The whole point of the speech by Mali is that people today have become to indecisive and unsure of what they're saying that our entire way of speaking has changed. We've added "like" and "ya know" to our slang vocabulary and it has become cool to use these, even when we think we are stating an opinion. I think the audience for this video is both adults who commiserate with the speech, as well as younger audiences who should probably be enlightened on the subject. The most prevalent type that Bruce has chosen to use in this video is a strong serif. It's sleek and modern looking, so that it isn't only simple to understand but also works well with his message. He does use italics to emphasize some of the words, "like" especially, to show the uncertainty of the word. Towards the end of the video, when Mali begins to speak with true conviction, the type changes to an older serif style. I think Bruce uses this as a way to go back to a time in the past when people spoke with conviction and surety.

Not only is this kinetic type done well, it's done in a way that all elements are working together, especially the type and the message itself. The typefaces chosen were not chosen just to look pretty, they have a purpose and only help to emphasize what the speaker is telling us. I can definitely take a lesson from this in my future designs. It isn't enough just to create a pretty product. I need to be able to create a product that is specific to my message, and make sure that all elements, including type, work together towards that goal.