It is all about being smart & well dressed. No excess necessary, just the right balance with the relevant details.
There is always a kind of beauty when looking at a poster, sign, book cover. The layout of the design can increase the sales, simply because it is appealing. This can be linked to the colours or the typography with perfect kerning too.
Graphic design agencies have been very addicted to Helvetica fonts. For years, it has almost be “one font fit all”. With the recent death of Mike Parker (the graphic creator of Helvetica), there are some fears about the future of design and creativity. Will it be buried with the man who popularised it?!
This style has been so present in our daily lives that there is even a documentary about it.
“Today the Helvetica font is ubiquitous, used to spell out major brand identities (Nestlé, Lufthansa, Toyota, American Airlines), shop names (American Apparel, Gap), public signage (the New York subway system was an early adopter), tech companies (Microsoft, Intel, Apple – current iPhones use the fashionably skinny Helvetica Neue) and self-defeatingly ironic T-shirt slogans (“I hate Helvetica”)." Source
Despite of being on the search of something constantly better this type remained loved by most of us…maybe because smooth and rounded?!
However, it has been so used and abused for all kind of visual representations that the eye seems bored of it. And a lot of designers are actually disliking it, simply because it does not bring that researched impact.
Some real fans and purists are suggesting to go backwards and to reinstate the old fashioned and original Neue Haas Grotesk.
After all, it is like everything: stepping back to go forward. Vintage is on the rise and nowadays people are rapidly uninterested by repetitive visions. It appears to be so bad that avenir-type fonts is the next thing…we have all seen the “keep calm and…." slogan and all its variations.
But, how long will this last until the next trendy shape comes up? No one can answer this question for the time being.
What is certain, letters will always captivate the masses. Nevertheless, everything is fashionable for a limited period of time - whether long or short.
People working in the creative sector have to be aware of all these changes because clients do want the latest designs, colours and layout: this is applicable for flyers, e-newsletters and all point of sales and display which can drive people to buy.
Finally, if you don’t follow the “flavour of the month”, your business can quickly be forgotten and left behind. Customers can be difficult and demanding, but they are always right…well…almost!
To read more about Helvetica: one font to rule them all check the full article HERE.