The Power of TypeThe Power of Type

Three ConsiderationsThree Considerations

FontFont

–FF FF FF FF FF FF FF FF

–FF FF FF FF FF FF FF FF–Audience, Images, StyleAudience, Images, Style

Weight & DepthWeight & DepthWeight & DepthWeight & DepthWW WW W W WWW W WW W W W WW W

Weight should help Weight should help emphasize the emphasize the message.message.

CaseCaseUpper & LowerUpper & Lower

UPPERCASEUPPERCASE

MiXeDMiXeD

LowercaseLowercaseFunction, Formality, Power, EmphasisFunction, Formality, Power, Emphasis

Things to do with FontsThings to do with Fonts

AlterationAlteration– Alter the CharacterAlter the Character

Add a ShapeAdd a Shape– Add a Single letter within a wordAdd a Single letter within a word

Alter the entire word or sentenceAlter the entire word or sentence

Texture

Things to do with FontsThings to do with Fonts

BackwardBackward– Can emphasize certain messagesCan emphasize certain messages

Draw attention to a certain wordDraw attention to a certain word

Textureerutxet

Things to do with FontsThings to do with Fonts

Border TreatmentBorder Treatment– Can emphasize a new identityCan emphasize a new identity

Help type standout from an imageHelp type standout from an image– Thick border, Thin Border, Simple or Thick border, Thin Border, Simple or

Complex, Single or severalComplex, Single or several

Things to do with FontsThings to do with Fonts

Cultural ConnotationCultural Connotation– Feel of a specific cultureFeel of a specific culture

Add a cultural symbol to a non-Add a cultural symbol to a non-cultural typefacecultural typeface

– Combine the elements to several cultures Combine the elements to several cultures to create a worldwide look.to create a worldwide look.