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!

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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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LeadingVertical Space between linesReadability concerns

SpacingKerning- space between lettersWord Spacing

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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

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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.

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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

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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)

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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?

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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 ?

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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?

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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?

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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

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Project Bid

The cover and package Table of contents Needs analysis and description Target audience Creative strategy Project implementation Budget

Typography

typography

Documents