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TRANSCRIPT
TYPOGRAPHYin Design
OBJECTIVES
1. Understand typographic terms and measurement systems.
2. Learn how to select typefaces appropriate to a project's design and communication goals.
3. Explore ways type can lend expression to a design.
4. Examine harmonious combinations of type with imagery and other design elements.
5. Learn how to appropriately use type when legibility is a factor.
Terms that Identify Type and
Typographic Forms
Typeface/Font or Font Family
Design of single set of letterforms, unified by consistent properties
Range of style variations based on single typeface design
Type style
Modifications in a typeface that create design variety (ie. Bold, Regular, Italic, Narrow… etc.)
Terms that Identify Type and
Typographic Forms (continued)
Letterform Style and form of each individual letter
Character Individual letters, numerals, punctuation marks
Lowercase Small, not capital letters
Uppercase Capital letters
Points used to measure height of type and distance between lines of type
Lines of type measured by picas (1/6 of an inch) or inches
Leading used to describe distance between lines of type.
Terms Associated with Sizing and
Adjusting Type
Letterspacing (AKA Tracking) is the distance
between characters.
Terms Associated with Sizing and
Adjusting Type (continued)
Kerning involves making selective adjustments
between the letters in a word.
Terms Associated with Sizing and
Adjusting Type (continued)
Legibility vs. Expression
Text needs to be easy to read.
Mastheads or logotypes need to project an attitude.
Upper and lowercase easier to read than all caps
Making Type Reader-Friendly
Making Type Reader-Friendly (continued)
• Excessive letterspacing can make type hard to
read (especially if there is a lot of copy).
• For optimum legibility, line lengths should 50-65
characters.
Making Type Reader-Friendly (continued)
Display typefaces are used when projecting
attitude or mood (used in titling & expression)
Ways of Categorizing Typeface (continued)
Display text
Text typefaces are used when there is a lot of text
and when type needs to be legible.(used in body text)
Ways of Categorizing Typefaces (continued)
Body text
Typefaces classified as either serif (left) or
sans serif (right)
Additional Typeface
Classifications
Typefaces can be used to
express a broad range of
moods and a time period.
Using Type Expressively
The right typeface can instantly establish a connection
with an audience.
Colour helps add to this expression.
Using Type Expressively(continued)
Type can be configured to suggest a shape.
Using Type Expressively(continued)
Type can be altered in
other ways to support
a concept or attitude.
Using Type Expressively(continued)
In this magazine spread, hierarchy is established
with the size and prominence of the type.
Type in a Composition
As a rule, you should avoid using more than 3
different fonts on one page.
Type in a Composition
Type assumes a
supporting role when
a compelling image
deserves center
stage.
Type in a Composition(continued)
Type can be aligned four ways.
Proportional Systems
Type used as a linear element in a composition
Type as Line, Shape,and Texture
Type used as shape in a
composition
Type as Line, Shape,and Texture(continued)
Type used as texture in a composition
Type as Line, Shape,and Texture(continued)
Type's role in design is communicating content.
Type can also function as a compositional element.
Expressive typography can add emotional emphasis to a design's
message.
Decorative or hard-to-read typefaces should be used when few
words are involved.
Choose highly legible typefaces for large bodies of text.
Type can function in a design composition as shape, line, or texture.
Type can also serve as a unifying element in a composition.
SUMMARY