Thanks for your constructive and thoughtful criticism. As it turns out, I am the person who designed the Delve Fonts e-newsletter; I am sorry it is not to your taste.
For those who are interested in seeing the e-blast in question, it’s here:
And as long as I have the spotlight, some shameless promo:
There’s a subscription button in the upper left corner of the page above for those of you who *would* like to receive monthly news of Delve Fonts’ offerings, such as today’s release, Quita (check out my postscript for more on this gorgeous new typeface.)
!!!!! But I digress! !!!!!
The “callout" that you reference, Don, is actually an animated GIF. Perhaps the animation is not displaying in your email client of choice — curious, since support among email clients is exceptional nowadays — but it shows inadequate leading being corrected, followed by too much tracking being corrected.
The pun-tastic copy in the GIF hints that the egregiousness of the type crimes is intentional and meant to grab attention; said crimes are fully addressed in the accompanying copy (which I wrote). It reads:
"Typesetting a connected script is about understanding defaults: savvy type designers build in metrics so that letters merge cleanly. Start with kerning set to ‘metrics' and tracking set to zero. Since some apps override vertical metrics, increase leading if ascenders and descenders are colliding."
Clearly nobody is advocating for typesetting sins … but that does require that one read the copy. Not everyone will. That’s always a risk when it comes to email marketing and today’s truncated attention spans. ¯\_(ツ)_/¯
I have had the joy of working with Delve Fonts on three email campaigns thus far, designing their responsive HTML template as well as monthly graphical and written assets: a monthly pangram, pairings between Delve Fonts and system fonts, and typesetting tips. We are fortunate that our audience is composed largely of savvy designers, and we therefore feel comfortable assuming the majority of our demographic maintains calibrated monitors and modern email clients. This affords us the uncommon luxury of being adventurous with palette, animation and other elements; that said, we acknowledge that there will always be outliers subscribed to our list.
Alas, we can’t be everything to everyone! What we can be, though, is proud of our hard work. I certainly am.
Best from Vancouver,
P.S. As promised, more on Quita:
Quita by Delve Fonts just debuted today and is based on the pointed pen calligraphy of Zandra Y. Zamora. It’s a connected script with support for 200+ languages and a bevy of other goodies (alternates, ligatures, etc). I had the pleasure of typesetting with it for the email in question and, as a designer who adores type, I must say it was a real treat. If you’re looking for an elegant new script to add to your type library, you won’t be disappointed! Read more about Quita on the Delve Fonts website: https://delvefonts.com/quita.html
Sent collect from my Rotary Phone
http://www.leilasingleton.com <http://www.leilasingleton.com/> (under construction yet brimming with content)
> On Jan 17, 2019, at 10.45 am, Don Wilkes <[log in to unmask]> wrote:
> Did anyone else here get a recent email from Delve touting their new script face Quita?
> Apart from some design things that made me cringe, such annoyingly low-contrast copy in places (white type on a pale orange-y background), there was an illustrative callout which made me want to spit up my coffee. The lower half of the text was strongly letterspaced. Say what? This is a script face, with decorative ligatures, so the word ‘the’ ended up with the initial ‘th’ separated from the final ‘e’, among other visual sins. I’m merely appalled; Frederic Goudy must be whirling in his grave.
> \donw in Victoria