1. Typography & Colour
By Baltzer. m

2. The Basics: What Is Colour?
In the Oxford Dictionary: “the property possessed by an object of producing different sensations on the eye as a result of the way it reflects or emits light”
To see colour, there has to be light: Without light it is impossible for color to exist.

3. The 2 Colour Systems:
There are two colour systems: Additive and Subtractive Colours

4. Additive Additive colours are colours when mixed together create white
Additive color mixing begins with black and ends with white; as more color is added, the result is lighter and tends to white.
Red, Green and Blue create White

5. Subtractive
 Subtractive color mixing means that one begins with white and ends with black; as one adds color, the result gets darker and tends to black.
Magenta, Yellow and Cyan create Black

6. Jargon:Hue, Brilliance & Saturation
Hue is the actual colour – Yellow, Red, Black etc. We can use Hue, for example, to tell apart a ripe banana from an unripe banana because of their colours – an unripe banana would look green and a ripe banana would look yellow

7. Brilliance
Brilliance is how light or dark an object is - It shows the amount of light reflected. We can use brightness to tell the difference between bread and toasted bread

8. Saturation
Saturation is the amount of grey in a color.

9. PRIMARY, SECONDARY & TERTIARY COLOURS
Primary colours are elements that make up white light.
The additive primary colors are red, green, and blue
Primary colours can be combined to make secondary colours.

10. Where Are Additive Primary Colours Used ?
Televisions
Computer monitors
Theatrical lighting

11. Secondary Colours
Secondary colours are made by mixing two additive primary colours together e.g Red + Green = Yellow
The secondary colours are:
Cyan
Magenta
Yellow
If these secondary colours are mixed together with a primary colour, they create tertiary colours

12. Tertiary Colours
Tertiary colours are made by mixing one primary colour with one secondary colour
There are 6 tertiary colors
red-orange, yellow-orange, yellow-green, blue-green, blue-violet, and red- violet.

13. Colour Personalities Colours have personalities too!
Orange is Generous and Playful
Red strong willed, ambition and energy
Yellow is Responsible Committed
Purple is Gentle
Blue is Loyal
Green is Introverted

14. TYPOGRAPHY
Typography is the visual art of creating written words. The image on the right is an example of Typography.

15. Typography Terminology
Font - A font is a collection or set of letters – Every letter and dash and semi colon would be considered part of a specific font. For example  12 point Goudy Oldstyle Bold is a font
Typeface - A typeface is the design you see - the style and look of a specific font. A typeface can be broken into 2 categories: Serif and a Sans Serif
Serif - A serif is defined as characters or letters with small features at the end of strokes within letters
Sans Serif - Sans Serif are characters without the small features

16. Legibility – Size
Size of Letters: The audience should be able to read the letters with ease.
It’s important to know who the audience is in order to adjust the sizing: for example certain audiences may prefer massive letters while others may prefer much smaller letters.
The audience should be able to read the text without straining to figure out what each individual letter is.

17. Legibility - Spacing
Without spacing readers may have a hard time breaking down the text and reading it as there is a lack of flow so it looks confusing and letters may appear to be dark e.g readersmaystraintoreadthistextbecauseofthelackofspacing
In the same way, If letters are too far apart , It can also be confusing to read because of the lack of continuity e.g r e a d e r s m a y s t r u g g l e t o r e a d t h I s a s t h e r e I s t o o m u c h s p a c i n g b e t w e e n e a c h l e t t e r
If the spacing is not consistent, It can also lead to confusion e.g rea d ersma y str u g le read I n g thi s b e cause t he spa cing I s I n c on siste nt a nd ther e for e c onfu si ng

18. Example Of Rivers/Gaps in Texts

19. Legibility- Colour
The colour of the text is very crucial, because colours without contrast can be very hard to read. For example, readers may struggle reading this as there is not much contrast between yellow and white

20. Contrast
Contrast In the text is good, as it make it look more visually appealing as opposed to having the same font throughout the entire layout – this can look very boring.
Using different fonts for the heading and the body can create contrast and in turn make it look more interesting and appealing.

21. Hirearchy
In typography, a hierarchy is where the content Is divided in terms of importance. This is so the reader can navigate through and find what they are looking for
Information in the text can be set apart in a few ways:

22. Size
Text can be set apart by changing the size of a specific word or a set of words
By changing the size of words “Band History”, the two words are set apart from the rest of the text.

23. Colour
Colour is another way to set text apart: this is the same image, however the two words “Brand History” have simply been highlighted to make them stand out from the rest of the text.

24. Position
Positioning is placing certain texts in different places from the rest of the text. Once again, this is the same image, but the words “Brand History” have been moved aside to the far left in order to stand out from the rest of the text.

25. References