Clarity and Ambiguity

April 26, 2005

Ambiguity is defined as: doubtfulness or uncertainty as regards interpretation; something of doubtful meaning.

Some synonyms of ambiguity are: uncertainty, play on words, questioning, avoidance, misconception, contradiction, doubt.

Appropriateness is defined as: suitable for a particular person, condition, occasion, or place; fitting; to set apart for a specific use.

Some synonyms of appropriateness are: use, ability, regularity, usefulness, respectability, suitableness, help, application, serviceableness.

Five primary differences between Keedy’s and Brockmann’s work are 1) Brockmann uses simple grid structures in his layouts/compositions while Keedy uses grids that are very complex; 2) Brockmann creates work that are “traditional” while Keedy experiments and creates the unexpected and extra-ordinary; 3) Brockmann analyzes handwriting for inspiration and works while Keedy manipulates traditional typefaces; 4) Brockmann’s work is more “serious,” and Keedy’s work is more loose; 5) Brockmann uses more shapes (e.g. Rafael Kubelik poster, Beethoven poster, and L+C packaging).

Five notable similarities between Keedy’s and Brockmann’s work are 1) their uses of their own typefaces, 2) they both use typography according to the images they incorporate, 3) some kind of underlying structure; 4) do not use normative typography, 5) the use of typography over images.

Keedy’s approach of using ambiguity, loose structures, and nonlinear reading orders are appropriate and desired when the message and content should feel loose. For example, Keedy’s loose typography and placement of images in the advertisement for Colgate is appropriate because of the subject matter and the viewer.

Brockmann’s clarity, structure, linear reading orders is appropriate and desired when the message and content is serious and the viewer should receive the information in a clear and concise way. For example, the poster “Musica Viva” uses typography that is linear and orderly, and the underlying grid structure is clearly seen.