PBS Arts: Off Book is a web-based series that explores cutting edge art and the people that make it. The 13 episode series focuses on the process, motivation and meaning of a new generation of artists. A new episode of Off Book launches every other Wednesday on PBS Arts.

In episode 2 of Off Book, typeface designers Jonathan Hoefler and Tobias Frere-Jones outline the importance of selecting the right font to convey a particular feeling. Graphic designer Paula Scher talks about building identity in messaging, while Eddie Opara uses texture to create reaction. Infographic designers Julia Vakser and Deroy Peraza map complicated data sets into digestible imagery, mixing color, graphics and type.

You can follow PBS Arts: Off Book on http://pbsarts.tumblr.com/