Type & Communication

Effective ads contain one "big idea" that will dramatize your offering and tantalize buyers. Typography Design Research Typography Contrast Layout Grid System Critique

8 Basic Human Needs & Desires If I want to sell you something, the easiest way to get your attention is to appeal to your basic needs and desires. Primary Needs Food, Water, Shelter, Freedom from fear & danger, Love, Health, Comfort, Attract a partner, Social approval, Superiority Secondary Desires Bargains, Information, Knowledge, Cleanliness, Efficiency, Convenience, Dependability/Quality, Style/Beauty, Economy, Curiosity

Audience: Who are they? Age: group or specific Gender: male or female, both Hobbies: fashion fads, sports, shopping… Environment: seasonal, warm, cool… Social Factors: income, trends, peers….

Type Visual Compatibility Leading: space between the lines. Line length: size, design and line length create well-set type. If a line is two long, the eye will fatigue. Tracking: space between the letters. Alignment: flush left is the most comfortable alignment for western reading. Marble Theory: space letters so that they look like they are the same distance apart.

Elements of Text Hierarchy Images Headline Sub head Body copy Company Name Captions Folios 1] Visual Contrast: the juxtaposition of elements, creating visual interest. 2] Balance: Symmetrical & Asymmetrical (the seasaw effect). 3] Visual Rhythm: can be achieved through changes in the pace of a design. 4] Visual Depth: scale, layering and foreground /background relationships. 5] Implied Space: scale, repetition, and objects bleeding off the page. 6] Visual Tension: unpredictability to create excitement. Successful design hierarchy share a common thread: differences in the elements of a layout. This distinction invites, guides and delivers the message. Solid Hierarchy

Type Samples Posters & CDs

Typography Typography could be considered a hidden art. Just because the consumer may not notice your cleaver creation of a line of type, does not mean that your efforts aren’t crucial to the message. With type basics you can communicate anything. x-height example x-height leading ascender descender Point size

Class of Type Serif: with wedge San Serif: absence of serif Modern: extreme thick & thin Italic: slanted

Letterforms Ascender Descender x-height Cap height Lower case Loop Baseline

A Type Font Capitals Lower Case Numbers Small Caps Ligatures Accented Punctuation Signs

Type Family Weight Width Elaboration

Type Suggestions What is the format? Design type in a visual hierarchy. Arrange & Align to enhance readability. Spacing letters to enhance readability. Letterforms as positive & negative space. Color must enhance readability to communicate a message. Word & Line spacing create rhythm. What is the message? Who is the audience? Avoid novelty/decorative typefaces in commercial design.

Type Personalities Message Audience Format

Typefaces=Personalities Space, weight, line length, size, and leading can be combined by using individual typefaces within the same font. Here the use of multiple type sizes, uneven baseline, positive and negative letterforms and the integration of shapes into the typography all contribute to the basic logo for FAO Schwarz.

Type Assignment Exercise 1.Look through a magazine to find typefaces in advertisements that express the following: light heartedness, seriousness, humor, and business like. Project 1.Using the handout, create a 4x5 type personality image based off of your name & personality. 2.Define adjectives that help to describe your personality.

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