I feel that this is pointing out the fact that we often forget about typography and do not incorporate or use it properly resulting of poor typography. Craig communicates this by making the decision to make half of the words pop and the other half blend in with the background. I also believe that Craig Ward is trying to point out that we often notice bad typography over good typography because it causes us to react to it in a negative way when compared to good typography which can often become invisible because we in a way take it for granted and do not take notice of it.
Examples of Good Typography:
This is an example of good typography because it utilizes a simple font in white against bold background colors. It also does an excellent job communicating the purpose behind the store Toys R Us is associated with toys which is associated with children playing.
This is an example of good typography because of not only the simple, legible font style but because it still adds a creative flair with the placement of the word New in a different direction.
This is an example of good typography because it makes use of both a simple font type, size, and color. The size of the sign is large enough to be legible and not confused, and the fact that the letters are in a green color is a creative play on the subject of the restaurant’s namesake an olive.
This is an example of good typography because it is to the point and easy to read. Looking at it you automatically know there is a bar there.
I feel this is a good example of typography because it is extremely large and noticeable. The sign is also written in an easy to read no frills font similar to Calibri or Arial.
Examples of Bad Typography:
I feel this is an example of bad typography because of its size for where it is placed. It is a sign by a major highway and is too small to be noticed. The words are also too crushed together making it difficult to read especially in a passing car.
This is an example of bad typography because it is sloppily written and difficult to read.
I feel this is an example of bad typography because again as with the cars for cash sign above it is too small and it is also poorly written.
This is an example of bad typography because of how unfocused and messy the sign is. There is too much going on, and the message which I assumed was to “Go Vegan” is lost in a sea of poorly sized text and images.
This is an example of bad typography because not only is the text very small but it is illegible because the sign is not lit making it difficult to understand what it’s referring to.