1. TYPOGRAPHY in Design

2. OBJECTIVES 1. Understand typographic terms and measurement systems. 2. Learn how to select typefaces appropriate to a project's design and communication goals. 3. Explore ways type can lend expression to a design. 4. Examine harmonious combinations of type with imagery and other design elements. 5. Learn how to appropriately use type when legibility is a factor.

3. Terms that Identify Type and Typographic Forms Typeface/Font or Font Family Design of single set of letterforms, unified by consistent properties Range of style variations based on single typeface design Type style Modifications in a typeface that create design variety (ie. Bold, Regular, Italic, Narrow… etc.)

4. Terms that Identify Type and Typographic Forms (continued) Letterform Style and form of each individual letter Character Individual letters, numerals, punctuation marks Lowercase Small, not capital letters Uppercase Capital letters

5. Points used to measure height of type and distance between lines of type Lines of type measured by picas or inches Leading used to describe distance between lines of type. Terms Associated with Sizing and Adjusting Type

6. Letterspacing (AKA Tracking) is the distance between characters. Terms Associated with Sizing and Adjusting Type (continued)

7. Kerning involves making selective adjustments between the letters in a word. Terms Associated with Sizing and Adjusting Type (continued)

8. Legibility vs. Expression Text needs to be easy to read. Mastheads or logotypes need to project an attitude.

9. Upper and lowercase easier to read than all caps Making Type Reader-Friendly

10. Making Type Reader-Friendly (continued) Excessive letterspacing can make type hard to read (especially if there is a lot of copy).

11. For optimum legibility, line lengths should 50-65 characters. Making Type Reader-Friendly (continued)

12. Text typefaces are used when there is a lot of text and when type needs to be legible. (used in body text) Ways of Categorizing Typefaces (continued) Body text

13. Display typefaces are used when projecting attitude or mood (used in titling & expression) Ways of Categorizing Typeface (continued) Display text

14. Typefaces classified as either serif (left) or sans serif (right) Additional Typeface Classifications

15. Typefaces can be used to express a broad range of moods and a time period. Using Type Expressively

16. The right typeface can instantly establish a connection with an audience. Colour helps add to this expression. Using Type Expressively (continued)

17. Type can be configured to suggest a shape. Using Type Expressively (continued)

18. Type can be altered in other ways to support a concept or attitude. Using Type Expressively (continued)

19. In this magazine spread, hierarchy is established with the size and prominence of the type. Type in a Composition

20. As a rule, you should avoid using more than 3 different fonts on one page. Type in a Composition

21. Type assumes a supporting role when a compelling image deserves center stage. Type in a Composition (continued)

22. Type can be aligned four ways. Proportional Systems

23. Type used as a linear element in a composition Type as Line, Shape,and Texture

24. Type used as shape in a composition Type as Line, Shape,and Texture (continued)

25. Type used as texture in a composition Type as Line, Shape,and Texture (continued)

26. Type's role in design is communicating content. Type can also function as a compositional element. Expressive typography can add emotional emphasis to a design's message. Decorative or hard-to-read typefaces should be used when few words are involved. Choose highly legible typefaces for large bodies of text. Type can function in a design composition as shape, line, or texture. Type can also serve as a unifying element in a composition. SUMMARY

27. Teacher DEMO: