It’s one of the biggest dilemmas designers face: How much legibility are you willing to sacrifice in favor of achieving a certain effect? (Also, do you brush the cheese puff crumbs off your shirt right there at your desk or do you at least attempt to get them into a trash can?)
Friend of IBD Phil Sexton came to us with this question (the design one, not the cheese puff one) in regards to one of his projects, a poster for Eagle Theatre in Old Town Sacramento. The building, the first structure built specifically for use as a theater in California, was in use during 1849 and 1850.
For inspiration, Phil and colleague Robert Mistchenko looked to playbills appropriate to the period, like the one pictured here, the famous Boston John Wilkes Booth playbill from March 18, 1865. Of course, there was a problem, which Phil describes:
One of the great and fabulous things about old handbills is their total disregard for any design sense; indeed to our 21st century eyes, they are nearly impossible to read. If we were to be absolutely true to those times, our information would be nearly impossible for some people to decipher, and probably be seldom read. If we objectively meet good design standards, it would conflict horribly with our mission, and would stick out badly.
Designers love these old playbills, with their slab serifs and their wood type, precisely because they violate every rule in the book, but they are truly terrible at conveying information.
The most obvious rule these playbills violate is that you should limit your compositions to two typefaces, typically a serif and a sans serif. We encourage designers to select two typefaces carefully according to their specific needs and what they intend to say about their site or organization, then stick with those typefaces as part of a larger identity system. (There’s some leeway here for a third typeface, if it’s decorative and used more as an image than for conveying information.)
The intent of this rule is not to prevent designers from having fun, but to prevent interpretive media from looking like those placemat menus at diners (like the one from Uncle Bill’s Pancake House in Ocean City, New Jersey, below).
As with all design rules, this one can be broken effectively. This spin wheel at the New Belgium Brewery serves the dual function of conveying a sense of fun and confusing visitors who have exceeded the limit of four free samples in the tasting room.
Of course, none of this answers the question we started with. While there is no simple answer, I say you should at least attempt to get the cheese puff crumbs in the trash can, but if a few miss, don’t worry, the cats will get them.
In regards to that other question, I think it’s the designer’s challenge to achieve balance between legibility and appropriate, pleasing aesthetics, but we should err on the side of legibility. I believe our first obligation is to the information we’re meant to convey, our second to the aesthetics.
That being said, truly effective graphic design does both well. The solution Phil and Robert came up with maintains the aesthetic of the old-fashioned playbills, but uses only two typefaces. Of course, this poster does a lot of things that we discourage (using all caps, skewing type, and centering, to be specific), but all of these rules are broken in the name of achieving a certain aesthetic and conveying a certain meaning, so in all cases they are justified (well, they’re actually centered, but you know what I mean).
Phil reports that the final product will be printed on parchment paper with weathered edges. He first indicated that budget constraints were preventing them from printing on specialized paper, but Phil is a tormented soul and caved to the little design devil on his shoulder.
Ever since Phil asked me about using 19th-century playbill typography in contemporary design, I’ve been noticing around town this poster for the Fort Collins Winter Farmers’ Market. It uses the old-school playbill aesthetic, but with contemporary twists like color and peppermint mocha splatters. (That last part may be related to the fact that this particular poster was found in the Dazbog coffee shop near my office.)
While I think the Farmer’s Market folks have done a nice job with this poster (though the bright colors seem a little incongruous), I’m a little skeptical, because I doubt they’ll have cheese puffs there.