AaIntroduction toIntroduction to

Visual CommunicationsVisual Communications

PART 1:PART 1: Typography Typography

TGJ 2OIBLUEVALE COLLEGIATE INSTITUTE

2a Introduction to Typography.ppt

Intro to Typography Intro to Typography (write blue (write blue text)text)

We often don’t pay much attention to We often don’t pay much attention to typography, but it can dramatically affect typography, but it can dramatically affect how we react to an ad, poster, package or how we react to an ad, poster, package or text.text.

TypeType forms the basis for many designs. forms the basis for many designs.Designers are careful to choose type styles Designers are careful to choose type styles

that that suit the purpose of their suit the purpose of their designsdesigns. .

The type should The type should fit the “mood” of fit the “mood” of your work (suggests feeling).your work (suggests feeling).

Intro to TypographyIntro to Typography

Regardless of type uses or Regardless of type uses or purpose, purpose, you want to make you want to make sure your text is readablesure your text is readable..

Fonts are measured in Fonts are measured in POINTS (POINTS (7272 points = points = 11 inch)inch)

Intro to TypographyIntro to Typography

All type faces, or All type faces, or FONTSFONTS, can , can be placed in one of four be placed in one of four FONT FAMILIES.FONT FAMILIES.

1.1. SerifSerif2.2. Sans SerifSans Serif3.3. ScriptScript4.4. Decorative / NoveltyDecorative / Novelty

Intro to TypographyIntro to Typography1.1. SERIF Fonts:SERIF Fonts: Fonts in this family are Fonts in this family are

categorized categorized by tiny by tiny “feet,” called serifs, on “feet,” called serifs, on the ends of letter lines.the ends of letter lines.

Includes fonts like Includes fonts like Times Times New RomanNew Roman

Good for use as Good for use as BODY BODY TEXTTEXT – small type for – small type for articles, etc. (easy to read articles, etc. (easy to read when small – 10-12pt)when small – 10-12pt)

Aaserif (feet)

Intro to TypographyIntro to Typography2.2. SANS SERIF FontsSANS SERIF Fonts Fonts in this family are sometimes Fonts in this family are sometimes

called called BLOCK letters – no BLOCK letters – no feet on ends of lettersfeet on ends of letters

Includes fonts like Includes fonts like ArialArial and and HelveticaHelvetica

Suitable for Suitable for HEADLINES or HEADLINES or larger font sizeslarger font sizes

Not easy to read whenNot easy to read when smaller smaller than 12ptthan 12pt – avoid use as – avoid use as body text (except for web body text (except for web pages)pages)

Aa

Intro to TypographyIntro to Typography3.3. SCRIPT FontsSCRIPT Fonts Fonts in this family Fonts in this family look like look like

fancy handwritingfancy handwriting Letters are Letters are joined together joined together

and flow smoothlyand flow smoothly Use Use sparingly (too much sparingly (too much

gets annoying)gets annoying) Never Never use as all capitals use as all capitals

(difficult to read) or as (difficult to read) or as body textbody text

Ex. –Ex. – Commercial Script Commercial Script BTBT

Aa

Intro to TypographyIntro to Typography4.4. DECORATIVE / NOVELTY DECORATIVE / NOVELTY

FontsFonts Fonts in this family Fonts in this family are unusual are unusual

and don’t fit into other and don’t fit into other categoriescategories

Usually “trendy” or “funky” fonts Usually “trendy” or “funky” fonts such as, such as, Jokerman, SlipstreamJokerman, Slipstream..

UseUse sparingly – for emphasis sparingly – for emphasis or interest on a pageor interest on a page

NeverNever use these as body textuse these as body text Can evoke Can evoke many types of many types of

moods (fun, scary, cool)moods (fun, scary, cool)

AaAaAa

Intro to TypographyIntro to TypographyFont Styles:Font Styles: You can change a font’s appearance by using You can change a font’s appearance by using

stylesstyles:: 1.1. BOLD BOLD – letter lines are heavier (stand out)– letter lines are heavier (stand out) 2.2. Italic Italic – letters have a slight lean to the right – letters have a slight lean to the right 3.3. UnderlineUnderline – kinda’ obvious – kinda’ obvious 44. . You can alsoYou can also stretchstretch fonts orfonts or changechange the the

spacespace ( (kerningkerning)) between letters to give abetween letters to give a different appearancedifferent appearance oror weight to textweight to text..

Styles create variety without cluttering a Styles create variety without cluttering a document with too many fonts.document with too many fonts.

Intro to TypographyIntro to TypographyGeneral Rules to Follow:General Rules to Follow: Avoid using more than Avoid using more than 33 fonts on one page. Using fonts on one page. Using

too many fonts may make a document/publication too many fonts may make a document/publication look look cluttered or sloppycluttered or sloppy))

Avoid using Avoid using 22 fonts fonts from the same family close from the same family close together (use styles of same font if possible)together (use styles of same font if possible)

Make sure you use Make sure you use consistent type sizes for consistent type sizes for longer publicationslonger publications (brochures, newsletters, etc.) (brochures, newsletters, etc.)

Try to Try to manipulate fonts (stretch, space manipulate fonts (stretch, space letters apart, etc.) or add styles to letters apart, etc.) or add styles to create visual interest instead of adding create visual interest instead of adding different fonts to a pagedifferent fonts to a page

Intro to TypographyIntro to Typography

TYPE ASSIGNMENT #1:TYPE ASSIGNMENT #1: Look through old magazines or Look through old magazines or

newspapers to find at least 2 newspapers to find at least 2 samples (large if possible) of samples (large if possible) of fonts from each of the 4 font fonts from each of the 4 font families (min. 8 total)families (min. 8 total)

For each sample, record where For each sample, record where you found it and what purpose you found it and what purpose you think it had in the you think it had in the publication, ad, etc.publication, ad, etc.