Typekit: Another Nail in Flash Coffin

Posted on 11/3/2010 by Julia Dudnik Stern | Printable Version | Comments (0)

When Flash first came out, photographers used to print postcards and catalogs absolutely loved the print-like look-and-feel of Flash Web sites. Unfortunately, they soon found out that photo buyers absolutely hate Flash functionality, which—to oversimplify—is much more restrictive than basic HTML and CSS code. Add to that the fact that Flash sites are generally rather unfriendly to search engines, and it is no surprise that most smart photographers opted for the more basic technologies. But they still love the way Flash sites looked, due in no small part to the fact that Adobe's software brought typography to the Web in a way nothing else did. Until now.

Typekit, a small San Francisco startup started by veterans of—who else?—Google is expanding the online typeface palette beyond Arial, Times New Roman and a handful of other commonplace options. Typekit offers a subscription-based service that allows using basic HTML and CSS to link to typeface software and produce stunning-looking Web pages that display consistently across various browsers, platforms and devices. 

Importantly, the people who developed Typekit once lead the team of Google Analytics. They know something about search engines, and you can rest assured that anything they develop will work with popular online search tools, not against them as does Flash. 

Those who keep up with online technologies will know that the Apple-Flash marriage has been going through a rough patch. In fact, Apple has been making overtures towards phasing out Flash-based technologies on mobile devices, which don't respond well to Flash's high demand on system resources (in other words, iPhones crash mid-app). Given the proliferation of Apple's mobile product lines, this is no small concern for photographers looking to deliver content to the iProduct-toting image buyer.

While still in its beginning stages, Typekit's technology and business model are brilliantly simple. The company lets users add a line of JavaScript to a page's code and voila, use real fonts, delivered—and properly licensed from—leading type foundries. The company has negotiated with the foundries to make it possible, much like other technology companies (think PicScout) distribute others' intellectual property.



The benefit to photographers is immediate. PhotoShelter, typically on the leading edge of online technologies for the image producer, has integrated Typekit's technology into its own popular photographer archive product. The New York company already had the best search engine integration in the photo Web site niche, and now its plug-and-play design options have gotten even better. Goodbye, Flash photo Web site.


Copyright © Julia Dudnik Stern. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz

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