lesson 22 Do typefaces-really matter？.docxVIP

Lesson 22Do typefaces really matter?To most people, typefaces are pretty insignificant. Yet to their devotees, they are the most important feature of text, giving subliminal messages that can either entice or revolt readers, says Tom de Castella.对大多数人来说，字体是相当微不足。?然而对于关注字体的人，字体就是文本最重要的方面，它可以给出文本表达的隐含的信息，可以令读者被吸引或抗拒。When Avatar, the biggest grossing movie of all time was released, one section of the audience was immediately outraged.当阿凡达这部卖座率最高的电影上映时，一部分的观众立刻被激怒了。Graphic designers hated it. Why? They didnt like the font that director James Cameron had chosen for the subtitles.平面设计师讨厌它。?为什么呢？?他们不喜欢的导演詹姆斯·卡梅隆选择字幕的字体。I hated it on the posters and then threw up a little in my mouth when I realised I would have to read that ugly font throughout the film in the subtitles, one blogger commented.“我讨厌它的海报上，然后扔了一点点在我嘴里时，我意识到我要在整个电影中都看到那个丑陋的字体组成的字幕，”一位博客的评论。After the hundreds of millions of dollars spent on CG effects, did he just run out of money for a decent graphic designer?“花费数百万美元在CG特效上，他就不能支出一点钱去找一个有名的平面设计师？” And yet fonts are not just for geeks. Otherwise why would organisations around the world spend so much time and money changing their typeface?然而，不仅仅是那些“怪咖”才关注字体。?否则世界各地的组织为什么会花那么多时间和金钱去改变他们的字体？In April, the Mail on Sunday reported that the Foreign and Commonwealth Office spent ￡80,000 changing its typeface to one that was almost identical.今年四月，星期日邮报报道英国外交及联邦事务部花了￡80,000改变它们几乎相同的字体之一。Last month Gatwick Airport unveiled a new logo, replacing a rather austere style with a custom-made, handwritten script. A spokeswoman said the change was an attempt to emphasise the airports personal touch. 盖特威克机场上个月推出了一个新的标志，用一个特制的、手写笔迹风格的标志替换了简朴风格的标志。?一位发言人表示，这一变化是试图强调机场的“个人风格”。?And in the past week the BBC website has taken on a new look, replacing Verdana font with Arial (on PCs) and Neue Helvetica (on Macs).在过去的一周，在BBC网站上以崭新的面貌，用Arial（PC）和Neue Helvetica字体（在Mac上）更换Verdana字体。But can different shaped letterforms really convey those values?但是，不同形状的字体形式真的可以传达所要体现的价值观吗？The power of the