Download - 3 Typography
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
GDF 111 Graphic Design Fundamentals
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Typography
• Typeface- design of the letters• Font- complete set of characters (software
typeface)
• Above all else, the audience must be able to read it!
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Typeface Categories
• Serif- conservative and highly legible• San-Serif- casual and legible• Scripts- hand written• Novelty-immediate tone setting and hard to
read
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Type Characteristics
• Size– Measured in pica or points- 72 points in an inch…
12 points in a pica… 6 picas per inch– Computer screen can be deceptive– Printed proof to see actual size– Web design should be judged on a screen
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Type Characteristics cont.
• Line Length– Measured in pica– Flow to fill predetermined column
• Style– Legibility prime concern– Either stick to one type family or they need to be
very different
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Type Characteristics cont.
• Leading– Vertical Space between lines– Readability concerns
• Spacing– Kerning- space between letters– Word Spacing
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Type Characteristics cont.
• Format– Justified-all lines same length– Unjustified- flush left or right, center and
asymmetrical
• Style and Content– Visual tone– Affects image of client
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Type Characteristics Examined
• Type• Type• Type• Type• Type• Type
• Type• Type• Type
• Type• Type• Type
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Typeface Layout Tips
• Serif body/San Title or vice verca• No novelty in body• Italics for emphasis• Never all caps• Limit 2 fonts per page• Limit 3 font sizes per page• Simplify
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Text Contrast Layout Tips
• Contract title and body text for interest• Vary size, weight, style, separation, color
differences• Best legibility (black text/white paper)• Reduce legibility (black text/dark paper)• Simplify
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Text Format Tips• Consistent space• Separate paragraphs with either line space or indent,
not both.• 50-70 words per line• Leave plenty of white space• Balance• Look at the whole• Simplify
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Images
• Creating Graphics• Illustration- using images that represent or
express to make a visual statement• Can show something that cannot be
photographed• Purpose- present product, tell story, clarify
concept, or demonstrate a service.
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Basic Types of Graphic Creation Programs
• Drawing- Vector programs– Illustrator- draws object… no layers
• Paint- Bitmap programs– Photoshop- working in pixels and layers– .bmp .jpeg .gif .pic .tif
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
What is a Pixel?• Building Blocks• # of pixels and color determine image quality,
size and the look of the image• Cannot delete a pixel, just change its color• More pixels, larger file size… so eliminate
unnecessary pixels• # of pixels per inch determine resolution, the
key to image quality
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Pros/Cons of Bitmap images
• Most appropriate for photo-realistic images and complex drawings
• Large file size, inability to resize or scale without effort and loss of quality
• Bit-depth determines # of colors that can be displayed by individual pixel
• Can grab from screen, scan it, download or capture it• Can manipulate it, adjust it, cut and paste it
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Pros/Cons of Vector images
• Most appropriate for shapes (mathematically expressed)
• Can be filled with color and patterns• Use a fraction of the file space as bitmaps• For web, downloads faster• Most programs can export vector to bitmap• Vector images require a plug-in to display on the web
(Flash)• Can not be used for photo-realistic images
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
File Formats• High Quality for printing– TIFF- high image quality– EPS- less common
• Compression Formats for Screen– JPEG- photos and illustration– GIF- text, logos and charts– PNG- need transparency around the graphic– PDF- design intact- paper files
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Basic Photo Design Issues
• Aspect Ratio• Scanning and Essential Area- Over scan• Information Density – Watch for information overload– Try not to crowd too much info into one space
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Digital Cameras and Scanning
• Choosing the Best Resolution? – Input and Output
• How distribute? 72 for web, 100-300 for printing
• Formula for resolution- x 1.5 or 2• Pros use 1,200 or 2,400 hundred for original
and link to file
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Impact of Photography• Not capturing reality– Fact that camera is there can change things– Editing and Manipulating
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
What is the goal(s)?
• Owner’s Goals– Business aspect =
Making money– Measure the audience– Brand Positioning =
Personality
• User’s Goals– Information– Commerce– Easy– Useable– Identifiable
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Identifying User Goals
• Again, let’s use the website your group is working on.
• What would be some user goals for a site?• How would they use the site?• What do they want from this site?• How many steps would be acceptable to perform a
task?
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Determine cost, timeline, and tasks
• As a general rule, three variable are time, money, and people.
• Budget is total of estimated hours for each task at hourly rate
• Have contractors and consultant work off-site and with own equipment, so they are not employees
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Project Bid
• The cover and package• Table of contents• Needs analysis and description• Target audience• Creative strategy• Project implementation• Budget
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Content Acquisition
• Self produced• Third party content sources (clip art, stock footage
library, public domain sources)• Public Domain has no owner, but never assume• Copyrighted material can not be used without
permission
• If in doubt, don’t use it unless you paid for it.
Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Using Talent• American Federation of Television and Radio Artists
(AFTRA) or Screen Actors Guild (SAG)• Talent Agency• Auditions and Casting Calls• Union Contracts ($540/8 hour day)• Release Forms• Always think about future use, when working with
release forms.