Week 3 Graphic Design

Lesson 02: Typography

What is Graphic Design?

What is Design?

Graphic design is the visual organization of elements into composition in order to transmit a message non-verbally so that it can be easily understood regardless of language and/or culture.

This organization of ideas and elements is planned; nothing is accidental or random.

“Typography is more than a utilitarian technique for transmitting information. It has a form which is capable of achieving aesthetic values in its own right”John R. Bigg, writer, Basic Typography - Publisher: Faber

What is Typography?

Just as building may attain beauty beyond its mere function, the arrangement and printing of types on appropriate paper may express a felling and a beauty in its self. In this sense, typography is to printing what architecture is to building.

What is Typography?

Type can express meaning in its own way: emotion, ideas, mood, atmosphere. The factors that may influence the above are:

1. Faces 2. Size 3. Weight

4. Color 5. Width 6. Alignment

and others…

Depressing

Fast

Loose

TYPOGRAPHY EXISTS TO HONOR CONTENT.

Never forget that before reading a text, the first thing that will strike you, is the shape and form of the letters: is it capital, minuscule, bold, is it ugly, a fine script, a fat face. . .

One of the major principles of typography is legibility; another is the feeling that transpires from feeling that transpires from the shape of the letterform.the shape of the letterform.

LETTERS HAVE A LIFE AND DIGNITY OF THEIR OWN.

Never underestimate the power of typography.

Depending on the layout, typography, as well as graphic layout can drastically change the mood and atmosphere of a layout.

THERE IS STYLE BEYOND STYLE.

Like music, it can be used to manipulate behavior and emotion.

Open your eyes and listen

• As visual communicators you cannot ignore what happens in the first few moments of the initial visual gulp.

"Open your eyes and listen."

How to choose the right Type?

Open your eyes and listen

How to listen...

After reading the phrases we should ask ourselves,

– Who are we talking to?– Who is doing the talking?

How to listen...

• We should further ask ourselves questions about the things such as

– Personality– Mood of the speaker – Is it appropriate to the subject matter and

the audience.

Each type will express a different meaning

Typography | Type Face

There are several classes of type, the main two are:

I. Serif II. Sans-serif

Font Classification

As a general rule, no more than two faces should be utilized in any given design, usually a combination of a serif face and a sans serif face. ( in some case you can break this rule.)

Serif fonts have “tails” on them, which makes the letters neater and easier to read – especially when there is a page or more of text.

Bodoni

Serif fonts have “tails” on them, which makes the letters neater and easier to read – especially when there is a page or more of text.

Cheltehham

Serif fonts have “tails” on them

A Quick brown fox jumps (Georgia)

A Quick brown fox jumps (Times)

Serif Face

I. Serif Face

Baskerville

Caslon Garamond

Goudy Times

Cochin

Sans-serif fonts have no “tails” and are better for titles – especially on posters and headlines in newspapers.

A Quick brown fox jumps (Arial)

A Quick brown fox jumps (Monaco)

A Quick brown fox jumps (Futura)

A Quick brown fox jumps (Helvetica Neue)

II. San-Serif Face

II. San-Serif Face

DTL Nobel

Futura Gill San

Grotesque Helvetica

Century Gothic

Typography | Type Size

A Quick brow88pts

A quick brown fox66pts

A Quick brown fox 54pts

A Quick brown fox jumps over 28pts

Type Size

Typography | Type Weight

Ultra-ThinThinUltra-LightExtra-LightLightStandard, Normal, regularMediumSemi-BoldBoldExtra-BoldHeavyBlack

Type Weight

Typography | Type Style

Type Style

San-serif typeface

San-serif with italic

San-serif typeface in Upper case

Can you see the text. It is possible to read right? Because it is has light weight with open space of counter.Can you see the text. It is possible to read right? Because it is has light weight with open space of counter.Can you see the text. It is possible to read right? Because it is has light weight with open space of counter.

The text looks fat and difficult to read. Those counters are going to become circle. The text looks very fat and difficult to read. Those counters are going to become circle. The text looks very fat and difficult to read. Those counters are going to become circle. The text looks very fat and difficult to read.

Bold typeface is impossible to be copy text. It cause problems to read.

ReminderChoice of typestyle for copy text

Copy text:

(1) Extra light, (2) Light, (3) Regular typeface.

Reminder

Headline:

(1)Regular, (2) Medium, (3) Bold, (4) Extrabold. And others.

Typography | Type Colour/Texture

Typography | Type Width

A Quick brown fox (Arial: 44pts)

A Quick brown fox (Arial Narrow: 44pts)

A Quick brown fox (Arial Rounded: 44pts)

Type Width

Typography | Type Alignment

Flush Left:Graphic designers serve businesses by helping them communicate their most important messages to customers, employees, stock-holders, and the general public. Like advertising and public relations, graphic design provides businesses with a strategic tool that can inform people, move them to act, and influence how they perceive products, services, and companies themselves.

Centre:Graphic designers serve businesses by helping them communicate their most important

messages to customers, employees, stock-holders, and the general public. Like advertising and public relations, graphic design provides businesses with a strategic tool that can inform

people, move them to act, and influence how they perceive products, services, and companies themselves.

Flush Right:Graphic designers serve businesses by helping them communicate their most

important messages to customers, employees, stock-holders, and the general p Like advertising and public relations, graphic design provides businesses with a strategic tool that can inform people, move them to act, and influence how they

perceive products, services, and companies themselves.

Justified: Graphic designers serve businesses by helping them communicate their most important messages to customers, employees, stock-holders, and the general public. Like advertising and public relations, graphic design provides businesses with a strategic tool that can inform people, move them to act, and influence how they perceive products, services, and companies themselves.

Type Alignment

TrademarkTM

Superscript

Subscript

Type Alignment

1. Consider the purpose of the message

2. Consider the readers

2. Keep it Simple

3. Don’t use too many typefaces in any one design.

4. Break the rules if it works better

Basic Guidelines when using type

keeping your work consistent and disciplined is part of good publication design techniques.

This includes the use of space and other graphic elements.

Typography | Some Examples

Cosmetics

• Students typographic works

Typ

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hy

Typ

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Publication Design

Next Week Research

• Where can you find great Logo/Symbols at work?