What
if you were reading a Crème Brulee recipe from the celebrated cook Ina Garten,
aka the Barefoot Contessa?
Normally,
it might be presented in this clear and concise manner:
1 extra-large egg
4 extra-large egg yolks
½ cup sugar, plus 1 tablespoon for each serving
3 cups heavy cream½ cup sugar, plus 1 tablespoon for each serving
1 tablespoon Grand Marnier
Now, let’s experience the Crème Brulee recipe in a different way:
1 extra-large egg
4 extra-large egg yolks½ cup sugar, plus 1 tablespoon for each serving
3 cups heavy cream
1 tablespoon grand marnier
*Using Algerian
font in case would be inappropriate. It appears too thick and heavy. It is also
in all caps, which makes the reader feel as if the writer is shouting at them.
This typeface personality has an intensity that would be out of place for a
recipe. However, it would be quite
striking on a movie poster.
1 extra-large egg
4 extra-large egg yolks½ cup sugar, plus 1 tablespoon for each serving
3 cups heavy cream
1 tablespoon Grand Marnier
*In this example, Forte
looks somewhat fancy, not quite as out-of-place as the previous example. While
Forte may communicate the level of sophistication the Barefoot Contessa is
going for, its legibility would make it difficult to read in a cookbook. The
audience would most likely grow tired of this very quickly, especially when
reading directions. Let’s reserve this font for nameplates.
1 extra-large egg
4 extra-large egg yolks
½ cup sugar, plus 1 tablespoon for each serving
3 cups heavy cream
1 tablespoon Grand Marnier
4 extra-large egg yolks
½ cup sugar, plus 1 tablespoon for each serving
3 cups heavy cream
1 tablespoon Grand Marnier
*Using the Kristen ITC makes this look busy and
somewhat immature, not the look a seasoned gourmet cook is aiming for. This
font makes some letters appear larger and some smaller, creating a zig-zag affect
for the reader. This type of movement would strain the reader’s eyes after a
few moments. As Mackiewicz stated, “typefaces that make readers strain after a
few lines should be avoided in all writing” (119). This font would be better
served in a limited capacity, such as an invite for a children’s birthday party.
It is obvious that the choice of typeface can greatly impact
the look and feel of a document. Knowing that there are hundreds, perhaps
thousands of fonts to choose from, it is necessary to choose wisely and with
caution. As always with visual rhetoric, know your audience when designing your
document. The better the document visually appears, the better it will be read
and understood by the reader.
The link below shows the original version of this Crème
Brulee recipe from the Barefoot Contessa website. This version looks polished,
clean and simple. It invites the reader by showing a delicious-looking picture
and unfussy layout.
Barefoot Contessa’s Crème Brulee
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