2. Aa Introduction to Visual Communications PART 1: Typography TGJ 2OI BLUEVALE COLLEGIATE INSTITUTE 2a Introduction to Typography.ppt

3. Intro to Typography (write blue text) We often don’t pay much attention to typography, but it can dramatically affect how we react to an ad, poster, package or text. We often don’t pay much attention to typography, but it can dramatically affect how we react to an ad, poster, package or text. Type forms the basis for many designs. Type forms the basis for many designs. Designers are careful to choose type styles that suit the purpose of their designs. Designers are careful to choose type styles that suit the purpose of their designs. The type should fit the “mood” of your work (suggests feeling). The type should fit the “mood” of your work (suggests feeling).

4. Intro to Typography Regardless of type uses or purpose, you want to make sure your text is readable. Regardless of type uses or purpose, you want to make sure your text is readable. Fonts are measured in POINTS (72 points = 1 inch) Fonts are measured in POINTS (72 points = 1 inch)

5. Intro to Typography All type faces, or FONTS, can be placed in one of four FONT FAMILIES. 1. Serif 2. Sans Serif 3. Script 4. Decorative / Novelty

6. Intro to Typography 1. SERIF Fonts: Fonts in this family are categorized by tiny “feet,” called serifs, on the ends of letter lines. Fonts in this family are categorized by tiny “feet,” called serifs, on the ends of letter lines. Includes fonts like Times New Roman Includes fonts like Times New Roman Good for use as BODY TEXT – small type for articles, etc. (easy to read when small – 10-12pt) Good for use as BODY TEXT – small type for articles, etc. (easy to read when small – 10-12pt) Aa serif (feet)

7. Intro to Typography 2. SANS SERIF Fonts Fonts in this family are sometimes called BLOCK letters – no feet on ends of letters Fonts in this family are sometimes called BLOCK letters – no feet on ends of letters Includes fonts like Arial and Helvetica Includes fonts like Arial and Helvetica Suitable for HEADLINES or larger font sizes Suitable for HEADLINES or larger font sizes Not easy to read when smaller than 12pt – avoid use as body text (except for web pages) Not easy to read when smaller than 12pt – avoid use as body text (except for web pages) Aa

8. Intro to Typography 3. SCRIPT Fonts Fonts in this family look like fancy handwriting Fonts in this family look like fancy handwriting Letters are joined together and flow smoothly Letters are joined together and flow smoothly Use sparingly (too much gets annoying) Use sparingly (too much gets annoying) Never use as all capitals (difficult to read) or as body text Never use as all capitals (difficult to read) or as body text Ex. – Commercial Script BT Ex. – Commercial Script BT Aa

9. Intro to Typography 4. DECORATIVE / NOVELTY Fonts Fonts in this family are unusual and don’t fit into other categories Fonts in this family are unusual and don’t fit into other categories Usually “trendy” or “funky” fonts such as, Jokerman, Slipstream. Usually “trendy” or “funky” fonts such as, Jokerman, Slipstream. Use sparingly – for emphasis or interest on a page Use sparingly – for emphasis or interest on a page Never use these as body text Never use these as body text Can evoke many types of moods (fun, scary, cool) Can evoke many types of moods (fun, scary, cool) Aa

10. Intro to Typography Font Styles: You can change a font’s appearance by using styles: You can change a font’s appearance by using styles: 1. BOLD – letter lines are heavier (stand out) 1. BOLD – letter lines are heavier (stand out) 2. Italic – letters have a slight lean to the right 2. Italic – letters have a slight lean to the right 3. Underline – kinda’ obvious 3. Underline – kinda’ obvious 4. You can also stretch fonts or change the space ( kerning ) between letters to give a different appearance or weight to text. 4. You can also stretch fonts or change the space ( kerning ) between letters to give a different appearance or weight to text. Styles create variety without cluttering a document with too many fonts. Styles create variety without cluttering a document with too many fonts.

11. Intro to Typography General Rules to Follow: Avoid using more than 3 fonts on one page. Using too many fonts may make a document/publication look cluttered or sloppy ) Avoid using more than 3 fonts on one page. Using too many fonts may make a document/publication look cluttered or sloppy ) Avoid using 2 fonts from the same family close together (use styles of same font if possible) Avoid using 2 fonts from the same family close together (use styles of same font if possible) Make sure you use consistent type sizes for longer publications (brochures, newsletters, etc.) Make sure you use consistent type sizes for longer publications (brochures, newsletters, etc.) Try to manipulate fonts (stretch, space letters apart, etc.) or add styles to create visual interest instead of adding different fonts to a page Try to manipulate fonts (stretch, space letters apart, etc.) or add styles to create visual interest instead of adding different fonts to a page

12. Intro to Typography TYPE ASSIGNMENT #1: Look through old magazines or newspapers to find at least 2 samples (large if possible) of fonts from each of the 4 font families (min. 8 total) Look through old magazines or newspapers to find at least 2 samples (large if possible) of fonts from each of the 4 font families (min. 8 total) For each sample, record where you found it and what purpose you think it had in the publication, ad, etc. For each sample, record where you found it and what purpose you think it had in the publication, ad, etc.