Chapter 1, 3, 6 Reflection By: Kayla

Chapter 1 is about the evolution of type. There  are a sequence of timelines the book goes off of starting with the origins of type (3150 BC) to Gutenberg's invention of movable type (1450 AD). The next timeline goes from typography from Gutenberg (1450 AD) to the nineteenth century (1800 AD). After that is the nineteenth century (1800 AD) to the Industrial Revolution (1899 AD). The next era was typography in the twentieth century which last from 1900 to 2000. Lastly ending with a new century and millennium, 2000. Starting from 3150 BC all the way up to 2000's the book gives 225 examples of type in that era. This is a great visual because as you read along starting from the beginning, you can see how type has evolved.
Chapter 3 is about Syntax and Communication. The book states these two things must be learned to understand typographic design. Typographic syntax is defined as the process of arranging elements into a cohesive whole. The letter would be the individual element and the word is the cohesive whole. The books says a word has the potential to express an idea. The line is what joins words. Column and margin are the next section talked about. Spacial quality and placement, along with point size, the book states are important elements. The book gives tons of visual examples to explain typographic space along with visual hierarchy. I liked the example of f and j because the book explains that they are counterparts and they integrate well and achieve equilibrium. ABA is a term I have never heard of and I learned it is based upon a fundamental three-part structure where two repeating parts are in correspondence, and a third contrasting part stands in opposition. The example on page 73 helped me understand what ABA meant.
Chapter 6 is about the Typographic Message. Typographic message are most effective when they are distinguished from the competition. This is why choice of typography is so important. Based on the type or effect you apply to type, you can say something very effectively or not so effectively. The example on page 115 that shows the different E's and the effect is a great example. Example 9 is also very clever in reinstating the word through type elements. Two important terms to understanding signs are denotation and connotation.  Denotation refers to objective meaning, the factual world of collective awareness and experience. Connotative observations are often conditioned, for they relate to overtones and are drawn from prior personal experience. The message of type can only be effective if it is also serving its purpose, therefore being functional.

This example shows how aba works.