The document discusses various typographic design elements including emotional qualities, visual variations, weight, contrast, width, posture, and style. It provides definitions and examples for key terms like weight, contrast, width, and posture. The document recommends choosing fonts that communicate emotional qualities from sites like dafont.com and fontsquirrel.com and considering case, weight, contrast, width, and posture when making visual variations for a typography design project.

1. Typography
Caffeinated
Moody
Careful
Dangerous
Dusty
Graceful
Filthy
Mellow
Spicy
Prickly
Pick fonts that communicate these emotional qualities:
dafont.com or fontsquirrel.com

2. Visual Variations
1. Case (upper, lower)
2. Weight
3. Contrast
4. Width
5. Posture
6. Style

3. Weight: Overall thickness of the strokes.
Variations in thickness help add visual contrast.

6. Contrast: Strokes within the letters of a typeface
may be uniform in weight or vary signi
fi
cantly.
The more they do, the more contrast.
Modulation: contrast within a stroke - thick to thin

8. Width: Faces that
are narrower are
called condensed.
Wider ones are
called extended.

10. Posture: Angle of the letterforms relative to the
baseline. Roman: upright with a vertical axis 90
degrees from baseline.

11. Style:
1.
Serif
vs.
Sans
Serif

12. Style:
2.
Historical
period
in
which
the
typeface
was
drawn

13. Style:
3.
Relative
neutrality
or
decorative
quality:
stylized/
idiosincratic/decorative

14. Angle relative to the baseline

15. Some examples

16. Typography
DESIGN PROJECT

17. TYPOGRAPHIC DESIGN PROJECT