Four Sides of a Type Classification

Personal project
2013
Poster design
Print

Inspired by the communication paradigm “Four-Sides Model” by german psychologist Friedemann Schulz von Thun were five type classifications – grotesque, didone, textura, slab serif and transitional – analyzed. People from inside and outside of design fields were asked to give their personal views of the five classifications by answering these four questions:

What kind of type?
(Formal characteristics)

How do you feel about this type?
(Personal taste)

What does the type reveal about it?
(General set-up, specific characteristics)

What does it want you to do?
(Field of application, which propositions is it used for)

Printed with offset