UX Case Study - Bing.com
DESIGN THINKING AT WORK
CASE STUDY - Type system Coffee Shop
This proposed type system is designed specifically for a trendy and hip coffee house. The use is for support materials for print. Three specific colors were chosen as colors to enhance the design and presentation of the typography. Two specific fonts were chosen. Open Sans in several weights as well as Museo Slab in both its regular weight and italicize style. The type hierarchy is as follows. The headline copy was placed in a slab font for ease of readability at a distance, and for its modern appeal and prominent use with the millennial culture. A serif typeface for the headline was chosen to subtly diversify a simple approach to the type system. Open Sans was chosen due to the diversity of the face weight, and the readability on both print and websites. The diversity of the font on print and web will allow the coffeeThe intro copy and body copy are shown in a shop owner to use this font on their website in the future. The system is laid out in a reverse color format to emphasize readability and impact of the single color orange. The subhead text is in Open Sans semibold. The bold weight of Open Sans was not working so the semibold was chosen as a closer relationship to the headline font weight.
The intro copy and body copy are shown in a light gray and was chosen to emphasize the subhead copy. Knowing that readers typically do not go deep into body copy a white was chosen to signify the subhead for important text that customers could easily read quickly regarding aspects of services like latte art for example. Additionally, the pull quote text is shown in an orange with an orange bar to further signify and draw attention on the darker background. The body text is shown in Open Sans Lite. The lite-weight was chosen for the body to bring balance the subhead and pull quote text. A regular weight was identified as being too “competitive” with the intro and pull quote text.
Lastly, the footnote text is diverse in the sense that two colors and two weights are used. The color orange was used to draw people's attention quickly. The Open Sans Semibold further diversifies the footnote and assists the user to quickly see important callouts, like pricing aspects or service limitations, they may need to be aware of at the coffee shop. If the callout is important the customer can continue reading in Open Sans Regular Italic.