Typography and Imagery in Design Presented by Ashley Reeder

Typography in Design People’s perception and understanding of print depends upon how it is presented. The goal is to: engage an audience create visual appeal communicate a clear message

Step 1: Hierarchy The designer must determine the most important component and bring it to the forefront of a design. Hierarchy Techniques: size/scale color negative space

Step 2: Balance Balance is the distribution of type and other design elements. There are two types: symmetrical a sy mm etrical

Step 3: Proportion It helps to determine proportion by aligning a design within a grid. A grid helps to maintain: clarity legibility balance unity

Proportion and Type Alignments There are several variations of type alignments, including: flush left/ragged right flush right/ragged left justified centered

Step 4: Shape Typography can also serve as shapes in a design

Step 5: Texture

Categorizing Typefaces Type falls into two basic categories: text display -Text typefaces are used when legibility is an issue, especially with small print and a lot of text. -Display typefaces are used when projecting a mood or attitude. These are typical of names, logos, titles, headlines and other short passages.

Typeface Classifications Type also falls into two additional classifications: Serif Sans Serif - Serif type includes a short, extra stroke on the letter while Sans Serif does not.

Typographic Terms Character: individual letters, numbers, and punctuation. Letterform: style and form of each individual letter in an alphabet. Typeface: design of a single set of letters, numbers or punctuation marked by consistent properties. Identified by name.

Typographic Terms Type Family: a range of style based on a single typeface. Type Font: a complete set of letters, numbers and punctuation that allow for typesetting by keystroke. Type Style: modifications in a type that create design variety while maintaining the character of the typeface. Includes weight, width or angle.

Typographic Terms Uppercase: capital or larger letters of a type font. Line Length: the horizontal length of a line of type, typically measured in picas or inches. Point Size: a unit for measuring the height of type and distance between lines of type.

Imagery in Design Imagery in design accomplishes the following: arouses curiosity grabs a viewers attention results in an emotional response

Types of Imagery-Photography Photographs are the most credible type of imagery because they are perceived as real.

Photography Uses in Design informative content is key, such as journalism or news channels accuracy or recognition is important advertising is the medium

Photographic Design Tips work the design around the photograph crop to the best part of the photo do not try to enlarge a small scale photo photographs with strong emotional or aesthetic appeal deserve prominence

Types of Imagery-Illustration Illustrations are appropriate when an emotion needs to be enhanced. Illustrations can help to represent something that cannot be seen or to convey a complex idea.

Sources for Imagery royalty free collections stock agencies commissioned fonts found imagery

Image Terminology Press houses and scanning manufacturers have their own terminology. Some of these buzz words include: continuous tone grayscale halftone line art

Symbols and Logos Symbols and logos are illustrations stripped down to their simplest forms.

Simple Image Terms Ideogram/Ideograph-an image that represents an idea. Logo-represents a product, brand, company or group. Logotype-letters, words or a name representing a product, brand, company or group.

Simple Image Terms Mark-a symbol used to represent a product, brand, company or group. Pictogram/Pictograph-an image that conveys an object or activity. Symbol-letter or sign representing an activity, idea or object.

Informational Imagery This imagery informs people when a universal understanding is required and words cannot suffice. Good examples of informational imagery are maps and signage.

Charts and Graphs Charts and graphs are another form of informational imagery. They accomplish the following: convey statistics engage a viewer’s attention compare data The most common are: pie charts bar charts graphs

Design Challenges The greatest challenge in design is limiting your options. Four main restrictions help do so: the reproduction process the client specifications the budget the deadline

Choose A Look Communicating a feeling, idea or message takes a specific “look” depending upon the content. This could include: a generic look a corporate look a visual-wow look an info-heavy look an omnibus look a typographic look a trendy look

Creating Visual Impact Visual impact is achieved through the following elements: size color the unexpected visual puns unconventional

Bibliography The Elements of Design 2 nd edition, Poppy Evans and Mark A. Thomas Robin Williams Design Workshop 2 nd edition, Robin Williams and John Tollett.