Download - Typography
Typography
Graphics design fundamentalsSubject Code: GDF 111
Week : 4 Date : 6th June 2013 session: AN
MidhunchakkaravarthyLecturer- Lincoln University College
Typography
Typeface- design of the letters Font- complete set of characters (software
typeface)
Above all else, the audience must be able to read it!
Typography
Typeface Categories
Serif- conservative and highly legible San-Serif- casual and legible Scripts- hand written Novelty-immediate tone setting and hard
to read
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Type Characteristics
SizeMeasured in pica or points- 72 points in an
inch… 12 points in a pica… 6 picas per inchComputer screen can be deceptivePrinted proof to see actual sizeWeb design should be judged on a screen
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Type Characteristics cont.
Line LengthMeasured in picaFlow to fill predetermined column
StyleLegibility prime concernEither stick to one type family or they need to
be very different
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Type Characteristics cont.
LeadingVertical Space between linesReadability concerns
SpacingKerning- space between lettersWord Spacing
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Type Characteristics cont.
FormatJustified-all lines same lengthUnjustified- flush left or right, center and
asymmetrical Style and Content
Visual toneAffects image of client
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Type Characteristics Examined
Type Type Type Type Type Type
Type Type Type Type Type Type
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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
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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
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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
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Type Design
Typography
Type Design
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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.
Typography
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
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File Formats High Quality for printing
TIFF- high image qualityEPS- less common
Compression Formats for ScreenJPEG- photos and illustrationGIF- text, logos and chartsPNG- need transparency around the graphicPDF- design intact- paper files
Typography
Website Requirements Gathering
Site Owner’s goalsWhat do you want? A job
Site User’s goalsWhat matters to that specific employer
Human and Technical ResourcesWhat can you do? What can the host server do?
Content Needed
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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
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Defining Owner’s Goals
How do you make money? How are they successful?
What are the goals for the site? Research size of market opportunity What are the competitors doing? Identify the user’s behaviors that will best
support the site? Decide on Brand Personality or Positioning
(3 key adjectives)
Typography
Identifying Business Goals
Let’s use the website your group is working on.
What would be some goals for a site? What is their market? What are the potential user behaviors? What are the 3 key adjectives for brand
positioning?
Typography
Defining User’s Goals
Analyze the users habits and environment What characteristics would affect the
user’s interaction with the site? What is the user looking for? What steps are involved for the user to
perform tasks ?
Typography
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?
Typography
Technical Considerations
What tech resources do you have? Any technical restraints? (security,
bandwidth, etc.) Who will host the site? Is there people to maintain the site?
Typography
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
Typography
Project Bid
The cover and package Table of contents Needs analysis and description Target audience Creative strategy Project implementation Budget
Typography