By Marko Dugonjić CHAPTER 9is then sent off to a print shop and the final result is a physical object that
— in absolute terms — looks consistent to everyone.
A book, a magazine or a leaflet have consistent dimensions. Width,
height, thickness and weight are the same everywhere in the world. More
importantly, we know how to use printed objects, even though in compar-
ison with the digital environment, our options are fixed or more limited.
For example, we cannot read text on paper in suboptimal lighting con-
ditions, and we can realistically only carry a limited quantity of printed
content with us at any one time.
With Web typography today, there is a vast number of combinations.
That’s why Brown proposes we investigate our options thinking in terms
of acceptable ranges instead of fixed points.
It’s easier said than done, however. The Web typographer needs to
understand all the facets of context in order to conduct extensive research
and find appropriate solutions. The system of axes along which our ranges
sit can be quite frightening and it’s ever-growing, especially as technology
advances and new behavioral patterns are discovered. But worry not. Most
of the variables can be addressed and dealt with using a little patience, an
occasional look back into history, and a tiny bit of courage to question the
status quo.