Unless you are in the publishing or the graphic design business, you are reading this article without a single thought to the shape of the letters on the page.
Whether you consciously registered the font in the headline, your subconscious did. Fonts have meaning, and in this advertising heavy world we live in, our minds know that. The shapes of words are screaming extra messages at us all the time -- from billboards, from television commercials, from magazine covers.
Watch the opening credits of any movie, and you'll see how the font choice sets the tone for the entire film.
Or look at the road signs you pass every day. They are all written in a typeface designed and mandated by the Federal Highway Administration. Any road signs that stray from that lettering rarely stray farther than the Helvetica, the most straightforward of fonts.
Why am I rambling on about fonts? Because they have been my world for the past week as we worked on the final phases of a complete Rim Review redesign that publishes for the first time on Wednesday, Aug. 23.
We wanted the typography to be modern, clean and casual.
We added white space between the lines of text for a magazine feel.
We spent days analyzing the look of headlines, cutlines and body text.
But if we did it right, the lettering isn't what you'll notice. The type should never cross your mind. Instead, I hope you will notice all the content changes and the new organization.
We bumped the Rim Review from 12 pages to a 24-page publication.
The new Rim Review is full of calendars and event listings. I want you to pick up the Rim Review every week just to find out anything you need to know about where to be and why on any given weekend.
Beyond the calendars, we added a second puzzle page for those people who pick up newspapers just to do the crossword. Now, you'll have two. We also added Sudoku, for anyone who is a part of this latest puzzle craze.
We have a hobby page, written each week by Teresa McQuerrey, which explores the way we fill our spare time. Each article includes instructions for "getting started" if you've always wanted to try any of the hobbies we profile.
We have a film page that features two reviewers -- a teen and a senior citizen -- weighing in from different perspectives on the same movie.
We have given an entire page to our photographer, Jason Pettifield, to run photo essays of life in Rim Country.
Needless to say, I'm excited. This was a lot of work, but I think it created a better Rim Review that is more useful and full of reasons for you to pick it up.
If you've never read the Rim Review, it comes out Wednesdays at more than 100 newsstands around the area, doctor's offices, restaurants and shops, and at the Payson Roundup. And it's free.
I'll be interested to hear what you think. Call me at 474-5251 ext. 115 or e-mail firstname.lastname@example.org.