2 Objectives (1 of 2)Differentiate among calligraphy, lettering, and typography.Gain knowledge of type definitions and nomenclature.Learn about type measurement, basic type specifications, and classifications of type.Identify parts of letters.Pick up the basic principles of designing with type.Understand the interrelated visual factors involved in typographic design.
3 Objectives (2 of 2) Become familiar with three types of spacing. Learn design considerations of form, direct and secondary meanings, and graphic impact.Consider the relationship of type and visuals.Use type creatively and expressively.Acquire tips on type from esteemed professionals.
4 Typographic Definitions (1 of 3) TypographyThe design of letterforms and the arrangement of them in two-dimensional space (for print) and in space and time (for digital media)
5 Typographic Definitions (2 of 3) LetterformThe particular style and form of each individual letter of our alphabetEach letter of an alphabet has unique characteristics that must be preserved to retain the legibility of the symbols as representing sounds of speech.Used by designers in three primary forms:Calligraphy – drawn by hand, it a stroke or strokes of a drawing instrument, literally “beautiful writing”.Lettering – letters that are custom designed and executed by conventional drawing or by digital means.Typography – letterforms produced mechanically, usually with a computer.
6 Typographic Definitions (3 of 3) TypefaceThe design of a single set of letterforms, numerals, and signs unified by consistent visual propertiesThese properties create the essential character, which remains recognizable even if the face is modified by design.Type styleModifications in a typeface that create design variety while retaining the essential visual character of the face
13 The Principles of Design Applied to Type: Emphasis When typographic elements are arranged according to emphasis, most often there is a focal point.When creating emphasis with typography, consider:PositionRhythmColor contrastSize contrastWeights of the typeInitial capsRoman vs. italic
14 Type Alignment The primary type alignment options are as follows: Flush left/ragged right: text that aligns on the left side and is uneven on the right sideJustified: text that aligns on the left and right sidesFlush right/ragged left: text that aligns on the right side and is uneven on the left sideCentered: lines of type centered on an imaginary central vertical axisAsymmetrical: lines composed for asymmetrical balance — not conforming to a set, repetitive arrangement
15 The Principles of Design Applied to Type: Unity To establish unity in a typographic design, consider:Choose typefaces that complement each other.Use contrasting styles, faces, and weights, rather than using similar faces.Typefaces with pronounced or exaggerated design characteristics seldom mix well.Avoid mixing two or more sans serif typefaces in a design.Establish harmonious size relationships.Determine how the size and choice of typefaces will work with the visuals.Establish correspondence and alignment.
16 Spacing The three types of spacing to control Letter spacing The space between lettersWord spacingThe space between wordsLine spacingThe distance between lines of type
17 Type and Expression How to use type creatively and expressively? Type is often verbal, but it can also be visual whenit expresses the entire message
18 Designing with TypeConsider four (4) main points, in order to design with type :Type as formType as a direct message (primary meaning)The secondary meaning (connotation) of typeGraphic impact
19 Form Each letterform is made up of +ve and –ve forms They create visual interestThe strokes of the letterform are the +ve formsThe spatial areas created and shaped by theletterform are the –ve formsWhen two letterforms are next to each other, -veforms are created in between them (counterforms)
20 Direct Message To read the message easily, consider the following : Typefaces have individual spirits or personalityType also has a voice (can scream or whisper)
21 Graphic Impact Consider the aesthetics (underlying beauty of typography)So graphic impact is a better term because peoplecould not agree on what beauty isTo determine graphic impact :- Measure the texture or color of the solutionDetermine the appropriateness of the style forthe client, the message and the audience
22 Summary (1 of 2)Typography is the design of letterforms and the arrangement of them in two-dimensional space (for print) and in space and time (for digital media).For both print and digital media, visual communication professionals must consider some fundamental issues of form and structure, design, message/content, and expression.Learn to differentiate among letterforms.Understand how letterforms are structured as well as generated.
23 Summary (2 of 2)When arranging typographic elements, you should consider balance, emphasis, rhythm, unity, positive and negative space, and the manipulation of graphic space to create illusion.Consider the interrelated visual factors of visual weight, position, and arrangement.Consider form, direct and secondary meanings, and graphic impact.Considering the subtle, precise relationship of type and visuals in a design solution is crucial to creating visual messages with impact.It is essential to understand how type can be used creatively and expressively.