Why web typography really does matter
Richard Rutter
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Maybe the 95% figure for how much of the WWW interaction involves typography is off, you concede? If there is any development that we can recognize going on right before our eyes, it is that tech trends want everyone to be functionally illiterate as quickly as the market system can get us there —

Modern software applications must be usable straight out of the box — forget the days of RTFM (Read The Fucking/Full Manual), we now live in a time where a brochure is too much to ask of an end user. It has to be a card, or a tri-fold at most.

Tweets are today’s version of getting lost in the weeds; real communicators have to be able to get information across with memes or emoji, maybe some international traffic signs, too, but that’s stretching it.

The latest bit of progress in this direction are the just-appearing augmented reality kits that will make sentence-length texts obsolete — just click on the menus and see a high-resolution version of that salad on your screen. Why have to learn complicated words like ‘poppyseed dressing’ or ‘heirloom tomato’? That’s too much to ask of a customer/client/partner/victim.

Communication that involves typography is for losers and history books. We can hope.