The New Typography

1 May 1972

Pillar poster: A0 A1 A3 Small poster: A4 A5 conventional style: #learn some words to say I don't like it# inefficient, unfunctional, unpleasing, senseless(borders), thick/thin border rules

Jan Tschichold #learn some words to say I like it# practical, lucid(appearance), the use of space, contrasts in type sizes, eye-catcher, #Beautiful type is unimportant, but the contrast n space use.# Poster design requires the STRONGEST effect n UTMOST clarity. The basic fault in nearly all typo-posters is the RETENTION of conventional centred typography. Don't use hideous border rules. Because no hideous border rules, poster can't be effective unless using unusual colour n inks: they will have a boring uniformity. Very heavy display line, characteristic of typo-posters, leads to strong contrasts which contradict the nature of the old typography. #essay sentences# •I am far from blaming ... 我绝非要责怪... •the purpose of a poster - to attract - can hardly be achieved in this way. 破折号的运用 •in addition 除此之外 #new words# •compositor 印刷工人 •militate against 妨碍 *militate in favour of 便于 •tempo 发展速度 •insuperable 不可逾越的 •retention 保留，滞留 •hideous 丑恶的 •border rule 边框 •prevalent 普遍的 •effective 给人深刻印象 •distinguish 卓越的 •contradict 反驳 •asymmetric 不对称的

Because no hideous border rules, poster can't be effective unless using unusual colour n inks: they will have a boring uniformity. Very heavy display line, characteristic of typo-posters, leads to strong contrasts which contradict the nature of the old typography. the ASYMMETRIC construction of the new typo-poster also the purpose better because the lines can be grouped in such a way as to reading easier. Big for important, small for unimportant. Clearest typeface, sanserif, is the only one that is right. Pretentious : special = less legible Circles must never be used as decoration. #essay sentences# •the purpose of a poster - to attract - can hardly be achieved in this way. 破折号的运用 •in addition 除此之外 •intensity of typographic expression 排版表达强度 •the rare exception 罕见的例外 •circumstance 环境 •extravagant 奢侈的 •lithographic 平版印刷 •linoleum 油布 •pretentious 做作的，自命不凡的 #new words# •effective 给人深刻印象 •distinguish 卓越的 •contradict 反驳 •asymmetric 不对称的 •symmetrical 对称的 •incomparably 无敌地 •parody 嘲仿（恶搞） •sentimentality 多愁善感 •obtain 获得 •arrow 箭头 •circular 圆形的 •plain 朴实无华的东西

If a circular or other such "secondary" form is used , it must have a function. In posters especially, decorative elements and anything non-founctional must be rigorously excluded. #vocabulary# pointer 暗示 emphasis 重点 rigorously 严格地 exclude 排除 assumption 设想 discard 抛弃 repellent 令人讨厌的