What is Type? Typography Fundamentals. Expressive.

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Presentation transcript:

What is Type? Typography Fundamentals

Expressive

Decorative

Nostalgic

Occupational Identifier

Image

Identity

Image & Identity

Cultural Identity

Community Property

Essential to the Design Business

Essential for Specifying and Explaining Design

Instructive

Finding

Finding, Discovering…

Finding, Discovering and Getting Lost

Available and Accessible

Ubiquitous

Suspect

COTS ISS NOW Malleable

Immortal

Every information problem can be solved with four typefaces. — Wolfgang Weingart, November 15, 2000 Why is it Worth Doing Well?

Serif and Sans Serif Serif Sans Serif

X-Height

Stroke Proportion

Type Size

Type Weight

Word Spacing

Solving Information Problems with Type

Line Length

Leading (line spacing)

Shifting Type

Signaling with Type

Placeholder

Privacy and anonymity are increasingly valued. Economy Drives Typographic Change

We seek pattern involuntarily. Elements of letters, words, sentences, paragraphs, labels and so on, all form patterns. Typographic Signals

Weight Shift Line spacing Letter spacing Font Case Italics Position and Composition Contrast Color Signals

A ready-to-use component. Type is (Already) Designed

Would your design survive paper, web, television, phone and audio only presentations? Could your solution adapt to currently unknown rendering technologies? Questions

Would your design survive paper, web, television, mobile and audio only presentations? Could your solution adapt to currently unknown rendering technologies? Questions Can you design without knowing something about typography?