1. Multimedia & Webpage Design
Objective 1.01: Understand typography, multiuse design principles and elements

2. Consistency is important!
Typography refers to the design of the characters and the way they are presented on the page.
Consistency is important!
Companies pay a lot of money to get their brand image the way they want. Bring up Belk’s big change of the capital B to a lowercase serif to reimage their company for a younger audience.

3. Ask students to identify where the font is from
Ask students to identify where the font is from. (twitter, shrek, star wars) This helps them realize just how important brand recognition is…

4. Harry Potter

6. Consistancy!

7. The Target Audience
Publications are created to convey a message to the intended audience, called the target audience.
The target audience will determine the:
Language used.
Typefaces used.
Colors used.
Graphics used.

8. Babies Galore!
Ask students– if you were going to shop for baby supplies, which store would you most likely go to? People can make snap decisions based on nothing “more” than typeface!

9. Reference Books
Which are you most likely to see in a library?

10. Shoes
Ask students what type of shoes would you guess each store would sell (top: “shoes for girls” or “dancers” is common answer. Bottom: western shoes/cowboy boots is common) for better or worse………..people judge typefaces subconsciously. Designers need to be aware of this to combat or conform to these ideas. That’s not to say that the top store wouldn’t sell cowboy boots, but people might be surprised.

11. Typefaces, Fonts, and Font Families
A typeface is the basic design of a character.
Each typeface has a design for each letter of the alphabet, numbers, punctuation symbols and may contain other symbols.
Example:
Arial abcdefghijklmnopqrstuvwxyz
URL:

12. Typeface Categories
Typefaces can be divided into five main categories.
Serif
Sans Serif
Script
Decorative/Ornamental
Symbol

13. Serif Typefaces
Have attributes or strokes at the tips of the letters called serifs.
Examples:
 Bodoni  Courier
 Goudy  Times New Roman
Used for body text in printed publications.
 Business correspondence  Book text
Magazine article text  Newspaper text
Newsletter text k
Teachers: You may want to explain that serifs make it easier for the reader’s eye to recognize the difference between letters more quickly. Thus, serif typefaces are better suited for body text of printed material. However, sans serif fonts are easier to read on monitors so webpages will use sans serif typefaces for body text.

14. Serif Typefaces

15. Sans Serif Typefaces
Sans Serif typefaces have no attributes (serifs) at the tips of the letters.
Examples:
Arial  Gill Sans
Berlin Sans  Verdana
Used for digital display.
Webpages  On-screen display
Headings  Tables
Captions  Headlines k

16. Serif vs Sans Serif Typefaces
The ends of each character do not have attributes (serifs)

17. Decorative/Ornamental Typefaces
Designed strictly to catch the eye
Should be used sparingly.
Can be hard to read.
Examples
Chiller Algerian
Forte
Used for decoration.
Banners and headlines

18. Script Typefaces French Script
Appear to have been written by hand with a calligraphy pen or brush
Should never be used to key in all caps.
Example
French Script
Uses
Formal Invitations
Place cards
Poetry
Announcements

19. Symbol Uses decorative pictures or symbols instead of characters
Allows the user to use a symbol to convey the message without importing a graphic
Can be used for fun or for musical and mathematical symbols
Examples:
Webdings dfalrjeiraofjid
Wingdings asdfjdlfjelrare

20. Fonts
It’s easier to understand fonts if you begin with the original definition of a font.
Before desktop publishing, people called ‘typesetters’ set the type by hand using moveable type.
Each character was a separate block of metal.
The letters were “set” on the layout to form the text.
Each typeface had a complete set of metal characters for each size, weight, etc.
URL for the link:
Just for fun: You can have your students try to read what it says and figure out the meaning.

22. Fonts Continued
Each different size or weight required a completely separate set of metal characters.
Each metal set of characters was kept in its own drawer and was called a type font.
So a font is the specific size, weight and style applied to a typeface.
Examples: Arial, bold, 12 point
Arial, italic, 14 point
Arial, 10 point

23. Font Style Examples: Bold Italic Underline Shadow Outline Small Caps
The font style refers to the slant, weight and special effects applied to the text.
Examples:
Bold
Italic
Underline
Shadow
Outline
Small Caps

24. Font Families
A font family is the different sizes, weights and variations of a typeface.
Examples: Arial
Arial Black
Arial Narrow
Arial Rounded MT Bold

25. Typeface Spacing
Monospace
Proportional

26. Monospaced Typefaces
Each character takes up the same amount of horizontal space regardless of the letter size.
Advantages
Easier to see thin punctuation marks.
Similar characters look more different.
If limited to a certain number of characters per line, each line will look alike.
Disadvantage: Harder to read in large bodies of text
Courier is monospaced

27. Proportional Typefaces
The amount of horizontal space each character takes up is adjusted to the width of that character.
Therefore, an i is not as wide as an m and receives less space.
Advantages
Easier to read.
Does not take up as much space as monospaced typefaces.
Used in documents and publications.
Times New Roman is proportional

28. Proportional vs. Monospace

29. Any Questions?