Typography in DesignThe principles of design describe the ways that artists use the elements of art in a work of art.

Aims & Outcomes:

• Aims: to understand typeface categories and how they are used in the design process.

• To explore the work of others who use typeface categories in the design process.

• To develop design work utilising typeface categories and explore how this can be used in assignment work.

• Outcomes: You will understand at least four different categories of typeface and be able to use them to produce a range of designs on a typographic theme.

Define Balance:

• When a composition is visually balanced, every part of it holds some interest. The visual interest is balanced, which keeps viewers engaged with the design.

• Define the three types of balance:

• In symmetrical balance, the elements used on one side of the design are similar to those on the other side.

• In asymmetrical balance, the sides are different but still look balanced.

• In radial balance, the elements are arranged around a central point and may be similar.

Starter Task:

• Sketch the words below in the boxes provided.

• Think about how you can say the words more visually rather than just relying on the letters to present the words.

• Just imagine you need to add visual clues to the words so that it makes them more obvious to the audience.

Typeface Styles & CategoriesCore Elements of Graphic Design

Fonts vs. Typefaces

• Fonts, typefaces… what’s the difference?

• Here’s the easiest explanation to remember:

• A font is a grouping of typefaces that have similar characteristics.

• A typeface is referring to an individual family member of that font.

• Take Gotham for instance:

• Gotham has many typeface variations, but each falls within the parent font, Gotham.

• Gotham Italic is a typeface; it resembles all things Gotham but looks slightly different.

Typeface Categories15 minute task - find out the different typeface categories, and record their characteristics

Select an example for your sketchbook and add your findings.

Share your findings on one of your typeface categories with the group.

Typeface Categories- Know the Big Players

• Serif: Serif is the slight projection at the end of a stroke that’s most commonly seen at the bottom of letters. If you look closely, some fonts will have “little feet” on them. This is what characterizes it as being a Serif font. This allows the eye to flow through sentences with ease.

• Sans Serif: Fonts that are Sans have no “feet,” or serif. Take a look at the diagram:

Log on using the link on the group website

Font Types:

• Script: This font type is known for its elegant, light and professional appeal.

• You often see this kind of font written on wedding invitations, diplomas or certificates.

• Use this kind of font sparingly. It’s not designed to be used as body copy or used in small spaces. ?

Font Types:

• Display: You often see this kind of font on movie posters, newspapers, banners, etc.

• It’s intentionally designed to grab your attention or to give emphasis to a certain area.

• This is another font that’s not meant to be used in large quantities—a little goes a long way.

Font Types:

• Hand Lettering: These kinds of fonts have hand rendered characteristics.

• Maybe they look as if a child has written it, or as if someone used a Sharpie or whiteboard marker to jot something down.

• Designers like to use fonts like this because they add a human element to the design—something that people can relate to.

Design task:

• Using the different typeface categories, design one or more CD cover double spreads on the theme of your favourite band:

• Consider:• Serif, sans serif, hand lettering, display & script

typefaces

• Page layout

• Formal elements

• Visual language

• Hierarchy

• Balance

Bridge Task – Type Categories: Thursday 17th.

• Select at least 3 designs which use typeface categories in their design and discuss them using the new analysis process:

• Evaluation – what are your thoughts/feelings about the design/artwork, and why is this?

• Subject – what is the image about, how do you know this?

• Elements – formally analyse the elements and layout.

• Materials – what materials and techniques have been use, and why?

• Intention – what is the designer/artist saying/expressing to the audience, and how?

• Opinion – what is your opinion of the design/artwork, and why?

• Comparison – what can you compare the design to?

• Relevance – how relevant is the design to you, how do you plan to use your findings?

Plenary:• I feel the most important thing I learnt today was?

• With the information I learnt today, I will now be able to…

• After today’s lesson I can now explain.

• Today I was able to make progress because…

• The part of the lesson I found easiest was…

• If was to set homework to build on today’s lesson I would…

• I am proud of myself today because….

• I think it is important to remember what I learnt today because…

• One thing I think I did really well was…

• Next time I would like to learn…