Get to Know a Typeface! Cooper Black

Cooper Black is heavy, round, and friendly. It might as well be the third author of IBD. (The blog, not the book.) (We already have a third author of the book, and I would never call her heavy or round.) (You see, since Shea and I are heavy and round, like Cooper Black, and the two of us write this blog, the joke here was that Cooper Black could also be an author of this blog.) (I reiterate, I was not calling our reclusive and mysterious third author (of the book, not the blog), diehard Texas Rangers fan Lisa Brochu, heavy or round.) (Though Lisa is friendly. One of the nicest people you’ll ever meet! Hi Lisa!) (I better get on with this.)

When I look at Cooper Black, I think of Chicago. This is because I’ve always thought Cooper Black is what a traditional serifed typeface would look like if it ate like I did for the one week I spent in Chicago. (Did you know it’s possible to consider an entire deep-dish pizza a mid-afternoon snack?) It turns out there’s another reason to associate this typeface with Chicago: It was designed in 1922 by Chicago’s own Oswald Bruce Cooper. (At the time, Oswald was thinking, “It’s been 14 years since the Cubs won a World Series. It’s about time they win again!”)

In 1972, US President Richard Nixon issued an executive order that all communication worldwide be conducted exclusively in Cooper Black. It’s important to note that while the previous sentence is entirely false, it might as well have been true, because Cooper Black was used a lot in the 1970s. To wit:

This 1976 poster for the movie King Kong.

The flag (often mistakenly called the masthead) of National Lampoon magazine. This one here was from 1970.

The Beach Boys’ album “Pet Sounds,” released in 1966 (which we understand is technically not a part of the 1970s).

The end credits for the TV show Cheers, beginning in 1982. (Let’s face it: I was there in 1982 and it was still part of the ’70s.)

And just so that we know it’s still around, Cooper Black still shows up pretty regularly in high-profile places, as with the logo for Slurm soda in Futurama:

Cooper Black is the VW Bug of typography. There have been periods where it was wildly popular as the people’s font, then widely reviled as too round and kind of ugly, then popular again in a sort of ironic way. Graphic designers who use Cooper Black are the same people who wear plastic-mesh-backed John Deere baseball caps without ever having been on a farm. They think it’s funny but they’re not sure why.

Cooper Black is indeed used a lot, so many designers shy away from it, but it was carefully crafted by a talented type designer and it’s perfectly suited for certain purposes, so using Cooper Black cannot be compared to using actual bad typefaces like Comic Sans.

Ultimately, I like Cooper Black and would use it if the occasion were to arise. Now I just have to get hold of the guy and see if he wants to write this blog with us.

PowerPoint Poison

Last week, I presented a two-day Interpretation By Design workshop in Jacksboro, Texas, with our mysterious and reclusive third author, die-hard Texas Rangers fan Lisa Brochu. I always love traveling to present IBD workshops, as it affords me the opportunity to partake of local fare. In Texas, I got to eat a meal at a real City Drug soda fountain counter, see a game at a new (to me) Major League Baseball stadium, and learn exactly what 106 degrees feels like. (On a serious note: The IBD workshop took place just before the wildfires started. Our thoughts and best wishes are with our friends in Texas.)

There’s a facial expression I’ve seen a lot in recent years. As a frequent traveler and a parent of young children, I am very familiar with the look of dismay that dawns on airplane passengers’ faces when they see me approaching their row with my kids in tow.

I have seen this same look on the faces of conference attendees when they walk into a session room to find a presenter firing up an LCD projector and checking the batteries on his laser pointer. It’s bad enough when you’re faced with one or two hours with a PowerPoint show, but two days would be torture. During our two-day workshop in Texas, Lisa and I used PowerPoint slides for less than half the time.

The first morning of the workshop was conducted entirely without PowerPoint, then we fired up the projector after lunch that first day. So imagine you’re a participant in a two-day workshop. It’s roughly 1,000 degrees outside in the hottest summer Texas has had since the earth was an unformed ball of magma, you’ve just eaten chicken-fried something with fries and a milkshake for lunch, and you walk into a room to find the presenter turning off the lights and firing up the ol’ projector. What would you think? You’d think, “Oh no. Those kids aren’t going to sit by me, are they?”

Here are some tips I follow to keep from crushing the souls of IBD workshop participants with PowerPoint:

Make it image-intensive. I project images, usually with no words, and I talk about those images. Sometimes a single slide generates 10 minutes of conversation, sometimes it’s 10 seconds. The image above is a slide from my PowerPoint that I use as a springboard to talk about how different people use grids in different ways. (Look how adorable my children are. Don’t you feel bad about rolling your eyes when you saw them get on the airplane?)

Get the words out. At the moment, there are 166 slides in my slide show. (It changes frequently.) Only 15 of those slides have words, and most of those are introducing new sections. There are fewer than 50 total words in my entire slide show. (For the record, the word count goes up when I’m presenting with Shea. He can’t tell you his name in fewer than 50 words.)

I know you’ve heard this before, but the worst thing you can do is project bullet points and then read those bullet points. The only reason I repeat this is because I keep going to presentations where presenters read bullet points. Whenever I see this, I feel like the content of each slide is new to the presenter and he’s discovering it along with his audience. When I do use words, as with the “Serif” slide above, I don’t use full sentences to be read aloud, but rather a single word or phrase to be discussed.

Drop the laser pointer. If you have so much going on in a slide that you need a laser pointer to show it, you have too much going on in that slide. The only reason to take a laser pointer to a presentation is if you’re presenting to a room full of cats and you think it would be fun for them to chase the little red dot.

Not only are laser pointers not helpful, they are actively distracting. I find that presenters with laser pointers use them way more than necessary, seemingly absent-mindedly, to fill dead space or as a nervous tic. It makes me wonder if the laser-pointer button is connected to a morphine drip, like with those lab rats in that experiment back in the 1970s.

Don’t use effects. Don’t. They’re distracting and everyone hates them and we’re not impressed that you applied a checkerboard transition to every single slide. And for the love of all that is sacred and good, don’t make your bullet points bounce into the frame from the side.

The only time you’ll see me using transitions, movement, and sound in a slide show is in the above slide, which I use to demonstrate that PowerPoint effects are the Comic Sans or clip art of the multimedia world.

Mix it up. No matter how good your slide show is, it’s not going to keep everyone engaged for the entire presentation. Be sure to mix in activities, conversation, and content that does not require projected images.

Finally, take everything I’ve said here with a grain of salt. I realize that every presentation is going to differ based on the content and purpose of that presentation, so it’s impossible to apply hard and fast rules to every one of them. The most important common thread of all of my suggestions above is that presenters should seize control of their content. PowerPoint is a useful tool, but used incorrectly, it can sap the energy out of your presentation. It should complement your personality, not replace it.

One final note: Thanks to Friend of IBD Matthew Greuel, who shared a link on our Facebook page to the Swiss Anti-PowerPoint Party (APPP), which fights against the “economic damage resulting from presentations using PowerPoint.”