为什么排版很重要-尤其是在奥斯卡颁奖典礼上

by benjamin bannister

通过本杰明·班尼斯特

为什么排版很重要-尤其是在奥斯卡颁奖典礼上 (Why Typography Matters — Especially At The Oscars)

There was a major twist ending and a major snafu at the very end of the 2017 Academy Awards for the category of Best Picture. The wrong winner was declared. If you look back on the footage and analyze it, you could read on Warren Beatty’s face that something was not right just before the Best Picture winner was announced.

在2017年奥斯卡金像奖最佳影片类别的末尾，有一个重大的转折结局和一个重要的动作 。 宣布了错误的获胜者。 如果回顾这些片段并进行分析，您可以读到沃伦·比蒂(Warren Beatty)的面Kong，那是在宣布“最佳图片”奖得主之前的事情。

Let’s quickly review the second-by-second timeline of what happened:

让我们快速回顾一下发生的事情的第二个时间表：

1. Warren Beatty and Faye Dunaway come out to present Best Picture, but were wrongly given the envelope for Best Actress, instead.

   沃伦·比蒂(Warren Beatty)和王菲(Faye Dunaway)出演最佳影片 ，但被误认为最佳女演员的信封。

2. Warren reads the card, then stops for a moment to read it again to be sure (which the audience thinks is supposed to be comical). He even checks to see if there’s anything else in the envelope.
   沃伦(Warren)读了这张卡，然后停了一会儿再读一遍，以确保(观众认为这应该是可笑的)。 他甚至检查信封中是否还有其他东西。
3. He then proceeded to show Faye Dunaway the card with a facial expression that likely reads, “is this right?”
   然后，他继续向Faye Dunaway展示一张卡片，上面写着一个表情，“这对吗？”
4. Before he could say anything to her, Faye automatically reads the card (which looks like she didn’t fully read it), and announced the wrong winner.
   在对她说什么之前，Faye自动读取了卡片(看起来好像她没有完全读过卡片)，并宣布了错误的获胜者。
5. The biggest flub in Oscars’ 88-year run is now recorded history.
   如今，奥斯卡88年历史上最大的愚人节是有记录的。

I would imagine there are multiple redundancies so that something like this does not happen — especially at the Oscars! But there’s one thing the Academy possibly didn’t consider, or forgot, for this year’s winner cards: typography.

我可以想象有多个冗余，这样就不会发生这种事情-特别是在奥斯卡颁奖典礼上！ 但是，学院对于今年的获奖者卡可能没有考虑过或忘记了一件事： 版式 。

“Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed” — Wikipedia

“ 排版是安排字体的艺术和技巧，使书面语言在显示时清晰易读，吸引人。” — 维基百科

Here’s the original screenshot of the Best Picture winner’s card, which breaks a lot of the rules I just quoted:

这是“最佳图片”获奖者卡的原始屏幕截图，它打破了我刚才引用的许多规则：

First, it’s legible, you can tell all the letters apart. Second, it’s somewhat readable, but the visual weight of “Moonlight” and the producers are equal and blend together. Lastly, even though it is just a winner’s card, it’s not visually appealing. I think it’s fair to say it’s objectively bland.

首先，它清晰易读，您可以将所有字母分开。 其次，它有点可读性，但是“月光”和制作人的视觉分量是相等的，并且融合在一起。 最后，即使它只是优胜者的名片，也没有视觉吸引力。 我认为可以客观地说它很平淡。

Based on that card design, I’ve reconstructed the card Warren and Faye would’ve seen, the one they received:

根据该卡片设计，我重新构造了沃伦和费耶曾经看过的卡片，他们收到了 ：

That’s horrible typography. I will emphasize horrible again. Horrible. Or to be nicer — not good. Look at it again. Of course, anyone could’ve made the same honest error!

那是可怕的字体。 我会再次强调可怕。 太可怕了 。 或者变得更好-不好。 再看一遍。 当然，任何人都可能犯同样的诚实错误！

The words “Best Actress” is on there — at the very bottom — in small print!

底部有“最佳女演员”字样，字样很小！

You are on television with millions of people around the world watching. You are a little nervous, and you have to read a card. You will most likely read it from top to bottom (visual hierarchy) without questioning whether the card is right. That look on Warren’s face was, “This says ‘Emma Stone’ on it.” Faye must’ve skipped that part and was caught up in the excitement and just blurted out, “La La Land.”

您正在看电视，全世界有数百万人正在收看。 您有点紧张，您必须读卡。 您很可能会从上至下 (视觉层次结构)阅读它，而不会质疑该卡是否正确。 沃伦脸上的表情是：“上面写着'Emma Stone'。” Faye一定跳过了那部分，而被激动所吸引，只是脱口而出，“ La La Land”。

I don’t blame Faye or Warren for this. This was the fault of two entities: whoever was in charge of the design of the winning card (Was it really a design? C’mon), and the unfortunate person who handed them the wrong envelope.

我不为此怪罪Faye或Warren。 这是两个实体的错：负责获奖卡设计的人(这真的是设计吗？来吧)，以及不幸的人给了他们错误的信封。

A clearly designed card and envelope (don’t even get me started on that gold on red envelope) would've prevented this.

设计清晰的卡和信封(甚至不让我着手用红色信封上的金色)都可以避免这种情况。

Here are the main three things wrong with the winner cards in general:

总的来说，这是优胜者卡的三大错误：

1. We all know this is the Oscars, but the logo doesn’t need to be at the top of the card.
   我们都知道这是奥斯卡奖，但徽标不必位于卡片的顶部。
2. The category, “Actress,” is on the bottom, in small print.
   “女演员”类别位于底部，以小字体显示。
3. The winner’s name, the main thing that should be read, is the same size as the second line and given equal weight.
   优胜者的名字(应该读的主要内容)与第二行的大小相同，并且权重相等。

Now, let’s imagine an alternate timeline where the presenters were given this modified version of the wrong card, using the same elements of the original card:

现在，让我们想象一个替代的时间表 ，其中使用与原始卡片相同的元素为演示者提供了错误卡片的修改版本 ：

It may not seem like much to a regular person, but changing the sizing, positioning, and weight of the text makes a big difference. A big enough difference that this embarrassing mistake could’ve been prevented.

对于普通人来说，看起来似乎不多，但是改变文本的大小，位置和粗细会产生很大的不同 。 足够大的差异可以避免此令人尴尬的错误。

Let’s analyze the differences between the original card and my modified card with a side-by-side comparison of subtle, yet important changes.

让我们通过细微但重要的更改的并排比较来分析原始卡和修改后的卡之间的差异。

Here’s what should’ve been changed based on the three critiques I just made:

根据我刚提出的三个评论，以下是应更改的内容：

1. The logo doesn’t need to be at the top. Everyone knows it’s the Oscars. We move the Oscar logo to the bottom where it’s least important in this context.

   徽标不必在顶部。 每个人都知道这是奥斯卡奖。 在这种情况下 ， 我们将Oscar徽标移到最不重要的底部 。

2. The award category, “Best Actress,” is moved to the top so that it’s the first thing anyone sees and reads. There is no confusion what the category is because it’s clearly stated first.

   奖项类别“最佳女演员”被移到顶部，因此这是任何人看到和阅读的第一件事。 没有混乱的类别是什么，因为它是第一个明确规定。

3. Emma Stone’s name is bigger than the title, “La La Land,” because she is the winner of this category. The winner should be the most emphasized thing on the card with all other information, like the film’s title, in a smaller or a less thick font (I understand that the text can only be so big so as to have a consistent look for all the cards, while accommodating longer names).

   艾玛·斯通(Emma Stone)的名字比标题“ La La Land” 更大 ，因为她是该类别的获胜者。 获胜者应该是卡片上最强调的内容 ，包括其他所有信息(如电影的标题)，且字体应较小或较不厚(我理解，文本的大小只能如此大，以使所有卡，同时容纳较长的姓名)。

That’s it. That’s all the designer needed to do. Those three things. I guess hiring a card designer wasn’t in the budget this year.

而已。 这就是设计师所需要做的。 那三件事。 我想今年没有预算聘请卡片设计师。

With a modified card, even if the presenters had gotten the wrong one, none of this would’ve happened because the presenters would’ve looked at it and one of two things would’ve happened: their eyes would’ve read “Best Actress,” or, “Emma Stone.” Reading either of those would indicate that this wasn’t the card for Best Picture, and they would’ve asked Jimmy Kimmel or a producer to the stage to get it corrected.

使用修改后的卡片， 即使演示者弄错了一张卡片， 也不会发生任何事情，因为演示者会看过卡片，并且会发生以下两种情况之一：他们的眼睛会读到“最佳女演员” ，或“艾玛·斯通”。 阅读其中任何一个都表明这不是 Best Picture的名片，他们会要求Jimmy Kimmel或制片人到台上对其进行纠正。

The card needed to be written and designed in a way that makes it clear to the reader only the essential information.

该卡的编写和设计方式必须使读者只能清楚了解基本信息。

As a creator, the importance of typography is an absolute skill to know, and people — not just designers, should consider learning it. Typography can be immensely helpful when writing a resume that’s well-structured, creating a report that looks exciting, designing a website with an intuitive hierarchy — and definitely for designing award show winner cards.

作为创作者，排版的重要性是一种必不可少的技能，人们(不仅仅是设计师)应该考虑学习排版。 当编写结构合理的简历，创建看起来令人振奋的报告，设计具有直观层次结构的网站时，版式可能会非常有用—绝对可以用于设计获奖节目获奖者卡。

And lastly, to the Academy of Motion Picture Arts and Sciences, I would like to submit my design template for the 90th Academy Awards winner’s card (my commission fee is more than reasonable, and this is only one of many ideas). The card is clean and easy to read for any presenter, with only relevant information. Even the words, “The Oscars,” don’t need to be on there (fewer words to read). The statue graphic works fine.

最后，我想向美国电影艺术与科学学院提交第90届奥斯卡金像奖得主卡的设计模板(我的佣金不算合理，这只是许多想法之一)。 该卡干净整洁，对于任何演示者来说都很容易阅读，仅包含相关信息。 甚至“奥斯卡”一词也不需要放在那儿(更少的单词可供阅读)。 雕像图形效果很好。

并恭喜Moonlight获得最佳图片 ！ (And a big congratulations to Moonlight for winning Best Picture!)

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翻译自: https://www.freecodecamp.org/news/why-typography-matters-especially-at-the-oscars-f7b00e202f22/