I was at Northampton University the other day with April, doing some portfolio surgeries and giving a teeny talk. We've hooked up with Cardiff, Glasgow and Northampton this year as part of the D&AD Clinic thing. A jolly good experience it's been too.
During the portfolio surgeries it was obvious that the thing the students struggled with most was typography. That's fair enough, typography is one of the hardest bits of graphic design. Good typography is rare, very good typography is very rare.
One of the students asked if there were any rules I could tell them to help their typography. Good question.
Whilst there are typographic rules, there aren't really any rules you can tell someone in a ten minute portfolio surgery, so I said; when in doubt keep it simple, remember that readability is the most important thing, obviously no more than seven words per line, stick to a simple typeface that you know and get a decent hierarchy sorted out on paper before you start.
All good advice, but I'm not sure that it was that helpful. So, my beloved listeners, what basic typographic advice would you give a third year graphic design student?