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Publication Design Chapter 04

Publication Design Chapter 04






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    Publication Design Chapter 04 Publication Design Chapter 04 Presentation Transcript

    • Chapter Four: Understanding Type
      • Objectives
      • Understand typographic terms and measurement systems.
      • Learn how to select appropriate typefaces.
      • Explore ways type can lend expression to design.
      • Learn how to use type judiciously when legibility is a factor.
      • Examine how basic design principles apply to type in the layout.
      • Typographic Terms
      • Typeface – The design of a single set of letterforms.
      • Typestyle – Modifications in a typeface that create design variety.
      • Type family – A range of style variations based on a single typeface design.
      • Typographic Terms
      • • Other terms that identify type and typographic forms include uppercase, lowercase, x-height, ascender and descender.
      • Typographic Measurement
      • Points are used to measure the height of type and leading, the vertical distance between lines of type.
      • Letterspacing
      • Letterspacing refers to the distance between characters and words in a line of type.
      • Kerning
      • Kerning refers to selectively adjusting the letterspacing in a word to achieve a more even appearance.
      • Legibility vs. Expression
      • The contrast between a decorative typeface and one that is easy to read can be seen on the front page of The Miami Herald . The old-style look of the typeface used on the masthead is not suitable when legibility is important.
      • Text Typefaces
      • Text typefaces are used when legibility is a factor.
      • Display Typefaces
      • Display typefaces are used when projecting a mood or attitude is important.
      • Serif vs. Sans Serif
      • Typefaces fall into other categories, such as serif and sans serif.
      • Serif Variations
      • Within the serif category, typefaces can be broken down into old style, transitional and modern classifications.
      • Script Typefaces
      • Script typefaces can replicate the look of hand-painted signage or calligraphy.
      • Slab Serif Typefaces
      • Egyptian or slab-serif typefaces are characterized by square, slab-like serifs
      • Decorative Typefaces
      • Highly stylized typefaces that defy other classifications fall into the
      • decorative category.
      • Expressive Typefaces
      • The right typeface support an idea or attitude. The meaning behind each of these words is supported by the right typeface.
      • Evocative Type
      • Typefaces can also be evocative and support period looks.
      • Type as Image
      • Type can also be configured into shapes that support a visual theme.
      • Type Manipulation
      • Manipulating type can also add nuance and feeling.
      • Type as Shape, Line and Texture
      • In this layout, type functions as shape, line and texture.
      • Type as a Unifier
      • Consistent use of the same typeface or font family assures unity and cohesiveness throughout a publication.
          • Summary
          • Type functions in the layout as a compositional element.
          • To work with type, it is important to understand typographic nomenclature and ways of classifying type.
          • Expressive typography can add emotional emphasis to a message.
          • Typefaces used for expression are called display typefaces.
          • Text typefaces should be used when legibility is important.
          • In a layout, type needs to work synchronistically with imagery and other elements.