TYPOGRAPHYin Design

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.

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.)

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

Points used to measure height of type and distance between lines of type

Lines of type measured by picas (1/6 of an inch) or inches

Leading used to describe distance between lines of type.

Terms Associated with Sizing and

Adjusting Type

Letterspacing (AKA Tracking) is the distance

between characters.

Terms Associated with Sizing and

Adjusting Type (continued)

Kerning involves making selective adjustments

between the letters in a word.

Terms Associated with Sizing and

Adjusting Type (continued)

Legibility vs. Expression

Text needs to be easy to read.

Mastheads or logotypes need to project an attitude.

Upper and lowercase easier to read than all caps

Making Type Reader-Friendly

Making Type Reader-Friendly (continued)

• Excessive letterspacing can make type hard to

read (especially if there is a lot of copy).

• For optimum legibility, line lengths should 50-65

characters.

Making Type Reader-Friendly (continued)

Display typefaces are used when projecting

attitude or mood (used in titling & expression)

Ways of Categorizing Typeface (continued)

Display text

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

Typefaces classified as either serif (left) or

sans serif (right)

Additional Typeface

Classifications

Typefaces can be used to

express a broad range of

moods and a time period.

Using Type Expressively

The right typeface can instantly establish a connection

with an audience.

Colour helps add to this expression.

Using Type Expressively(continued)

Type can be configured to suggest a shape.

Using Type Expressively(continued)

Type can be altered in

other ways to support

a concept or attitude.

Using Type Expressively(continued)

In this magazine spread, hierarchy is established

with the size and prominence of the type.

Type in a Composition

As a rule, you should avoid using more than 3

different fonts on one page.

Type in a Composition

Type assumes a

supporting role when

a compelling image

deserves center

stage.

Type in a Composition(continued)

Type can be aligned four ways.

Proportional Systems

Type used as a linear element in a composition

Type as Line, Shape,and Texture

Type used as shape in a

composition

Type as Line, Shape,and Texture(continued)

Type used as texture in a composition

Type as Line, Shape,and Texture(continued)

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