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Chapter 3. TEXT

Chapter 3. TEXT

When I started in advertising around twenty-five years ago, setting type was an involved process. The copywriter would first type out the text on pieces of paper. An art director or typographer would then mark the page of copy up with a red pencil to indicate the typeface, point size, leading, and so on. The copy was sent to a typesetting house where a typesetter would retype the text into a special typesetting machine. The text would be printed onto special photographic paper and sent back the next morning. The copywriter would then have to proof the text to make sure that there were no errors.

That's why I am amazed every time I use a program such as InDesign to set text. I don't type onto a piece of paper; I type right onto my actual layout. I don't have to send the copy out overnight; it's right there on my computer screen. And I know that the only mistakes are the ones I make myself!


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