Contemporary processes of text typeface design

Text typeface design can often be a lengthy and solitary endeavour on the part of the designer. An endeavour for which, there is little in terms of guidance to draw upon regarding the design processes involved. This is not only a contemporary problem but also an historical one.

Examination of extant accounts that reference text typeface design aided the orientation of this research (Literature Review 2.0). This identified the lack of documented knowledge specific to the design processes involved. Identifying expert and non-expert/emic and etic (Pike 1967) perspectives within the existing literature helped account for such paucity. In relation to this, the main research question developed is: Can knowledge of text typeface design process be revealed, and if so can this be explicated theoretically?

A qualitative, Grounded Theory Methodology (Glaser & Strauss 1967) was adopted (Methodology 3.0), appropriate where often a ‘topic of interest has been relatively ignored in the literature’ (Goulding 2002, p.55).

This research is specifically concerned with knowledge of design process relating to world-leading experts in the field. Data was derived via recorded in-depth interviews, these were transcribed, analysed and coded in accordance with Grounded Theory’s constant comparative method (Glaser & Strauss 1967, p.105). From the analysis, raised concepts and themes resolved in the generation of three unique Grounded Theory core categories, these have been named: Trajectorizing, Homologizing and Attenuating (chapters 4.0, 4.1, 4.2 and 4.3). The core categories describe how experts negotiate the initiation of design, relational qualities with respect to design and continual accretive refinement of design. The core categories combine to resolve together (chapters 5.0 and 6.0) as workable, conceptual theory that describes and explains text typeface design process generally. The developed theory this research contributes, is anticipated suitable to be applied as analytical and/or prescriptive tools for future study, research and pedagogy in the specific subject area. Beyond this, disciplines such as graphic design, typography, information design etc. may also benefit from this research.