Have you noticed a subtle shift in the use of typography in supermarkets lately? Probably not, because, like most people, you’re more concerned about what’s in the box rather than what’s on the box. Or, unlike me, you have not been indoctrinated by a career in graphic design into the habit of identifying every font that you see. This especially annoys people in movie theaters when I randomly call out, “Gill Sans,” or “Memphis Bold” when the opening and closing credits roll.
I’ve tried to stop doing that, even though I secretly wonder which is more annoying in theaters: hordes of people texting in the dark, errant ringing cell phones, or my typographical Tourette’s.
Let’s go back to the supermarket, shall we? Grab a cart. No, you may not have a candy bar. But take a look at that box of cereal, or crackers, or macaroni and cheese. We’re going sans serif. Serifs are the little “feet” that appear on the ends of the letters. Times Roman, for example, is a serif font. Helvetica is a sans serif font. Historically, and as measured by studies of ease of reading, sans serif fonts are often used for headlines and subheads while serif fonts are often used for body copy, as they have been judged more readable in blocks. Serif fonts are really cool, in my opinion. I love the grace note they put on a character, and how various shapes and flavors denote different periods of history.
But this is not a lesson in typography. I’ll save that for others who are currently working in the field, or for me, when I run out of ideas. This is more about what the Internet has been doing to our eyes, as well as our social discourse and our culture.
I’ve written before on what turns me off about people’s websites, and some of those reasons have to do with typographical choices. But I never thought that the Internet itself, and our reading habits, could change typography. For instance, when using white text on black background (which is a total bitch for anyone who no longer has twenty-year-old eyes), serifs tend to melt into the page and disappear. They also disappear on certain types of screens. Clever marketers, studying the various screens of our lives, have seen a pattern. Extrapolating into a two-hundred-slide PowerPoint presentation unveiled at a conference in an undisclosed location (Akron, Ohio), they have deemed sans serif fonts to be old-fashioned, frumpy, and altogether the domain of “losers” who still gather their information from words printed on dead-tree pulp and would not deign to purchase an electronic reading-type device unless the price dropped below a certain level or they received one as a gift. (Or so I’ve been told. Now that I’m out of the field, I’ve been blacklisted, and even had to return my pica pole and vow to erase the secret handshake from my memory.)
Therefore, packages of crackers and cookies are now devoid of serifs, those nasty, dated, printers’ nightmares, and now sport a clean, modern design, and what has been shown in focus groups to be a younger look. Never thought that buying a package of saltines can make you look younger, did you? Skip that four-hundred-dollar face cream and the Botox injections and just fill your grocery cart with Saltines and Oreos.
I feel younger already.
Funny, I have noticed a lot more sans serif fonts on pretty much everything lately. I’d assumed it was because it was more modern looking, but I see your point about our “new eyes” being re-calibrated by the internet. Not sure if this is good, bad or neither.