foundation in graphic design - amazon s3€¦ · measure is an important thing to get right in...
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• Introduction to Typography
LESSON 7
…Typography is, quite simply,the art and technique of arranging type.
WHAT ISTYPOGRAPHY?
WHY TYPOGRAPHYIS IMPORTANTFriendlyAGGRESSIVETraditionalModernFeminineMasculineChaoticCalm
WHY TYPOGRAPHYIS IMPORTANT
TYPEFACES V FONTS
Franklin Gothic BookFranklin Gothic MediumFranklin Gothic DemiFranklin Gothic HeavyFranklin Gothic Medium CondensedFranklin Gothic Demi Condensed
TYPEFACE =FONT = Franklin Gothic Book
BASIC FORMS
Sans-SerifSerif
BASIC FORMS | Serif
Serif
BASIC FORMS | Serif
BASIC FORMS | Serif
Un-bracketedBracketed
BASIC FORMS | Serif
Slab Serif
BASIC FORMS | SerifSlab Serif
BASIC FORMS | Sans-Serif
Sans-Serif
BASIC FORMS | Sans-SerifSans-Serif
TEXT TYPE v DISPLAY TYPE
TEXT TYPE
DISPLAY TYPE
TYPE CLASSIFICATION
TYPE CLASSIFICATION | Serif
TYPE CLASSIFICATION | Serif
TYPE CLASSIFICATION | Serif
TYPE CLASSIFICATION | Serif
TYPE CLASSIFICATION | Serif
Sans Serif
TYPE CLASSIFICATION | Sans-Serif
TYPE CLASSIFICATION | Sans-Serif
TYPE CLASSIFICATION | Sans-Serif
TYPE CLASSIFICATION | Sans-Serif
TYPE CLASSIFICATION
TYPE CLASSIFICATION | Others
TYPE CLASSIFICATION | Others
TYPE CLASSIFICATION | Others
TYPE CLASSIFICATION | Others
WEIGHTS & STYLES
UPPERCASE v lowercase
ANATOMY
SIZE & MEASUREMENT
Not all created equal Not all created equalNot all created equal
SIZE & MEASUREMENT
SIZE & MEASUREMENT
TypeAscender line
Descender line
Font Size
SIZE & MEASUREMENT
KERNING
Kerning is the adjustment of space
between two specific letters.
TRACKING
Tracking is the spacing of
a group of characters.
LEADING
Leading describes the vertical space
between each line of type.
Baseline
Baseline
MEASURE
Measure is an important thing to get right in typography as it can be crucial to the readability of the text. If the measure is too wide the text may be difficult to read as the eye has to move a lot more after each line is read.
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzabcdefghijklmn
Measure is an important thing to get right in typography as it can be crucial to the readability of the text.
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz
Measure is an important thing to get right in typography as it can be crucial to the readability of the text. If it is too narrow it can also be tiring on the eye to read, as the eye is constantly moving back and forth. A narrow measure will also lead to a lot of hyphenation.
abcdefghijklmnopqrstuvw
HIERARCHY & SCALE
Headings are usually largeSub-headings are smallerBody type is smaller still
Headings are usually large
Sub-headings are smallerBody type is smaller still
COMBINING TYPE
FACTORS FOR COMBINING TYPEMost projects don’t need more than two Typefaces.
When combining Typefaces consider their basic characteristics:
• Similar Historical Period with different features may work well.
• Maybe choose very opposite Typefaces, one traditional and sober, the other, friendly and warm.
• Typefaces with similar Body Height can work well as long as their styles are contrasting.
COMBINING TYPEContrast & Mood
WEIGHT
STYLE & DECORATION
SCALE & HIERARCHY
CLASSIFICATION
STRUCTURE
EXTREME CONTRAST
MOOD
RECAP
5 Rules to become a better Typographer
RECAP
1: Concentrate on how the Body Text looks
RECAP
2: Point Size – 10 -12 Point
RECAP
3: Line Spacing – 120 – 145% of Point Size
RECAP
4: Line Length – 45 – 90 characters per line
RECAP
5: Font Choice – Use Professional Fonts
TYPOGRAPHYWhat is Typography
Why it is important
Typefaces v Fonts
Basic forms
Text Type v Display Type
Type Classifications
Factors for Combining Type
Recap
Create aTYPOPGRAPHIC IMAGE
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LINE SHAPE (FORM) COLOUR TEXTURE SPACEMASS (SIZE)
ELEMENTS | For Web
ALIGNMENT BALANCE CONTRAST PROXIMITY REPETITION
PRINCIPLES | For Web
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