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Hot Typography SMPS Pacific Regional Conference

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While most of us were not formally trained as graphic designers, we are increasingly asked to design professional proposals, ads, flyers, and presentations. This Society for Marketing Professional Services, Pacific Regional Conference session is for those who want to raise the heat on their graphic design skills. The molten core of great graphic design is typography. Type must look great in print and on screens. David Lecours is a professional graphic designer who taught Typography at UCLA. He share how to choose the right fonts, setting type to better create persuasive proposals, and slide design for sizzling presentation interviews.

Published in: Design

Hot Typography SMPS Pacific Regional Conference

  1. 1. Hot Typography Igniting Fonts in Persuasive
 Proposals and Presentations D A V I D L E C O U R S o f L E C O U R S D E S I G N
  2. 2. Agenda Why Typography Matters Choosing Fonts Setting Type Type That Persuades Going Further
  3. 3. Sharing = Caring @davidlecours #smpsprc
  4. 4. Format Presentation / Stories Participation / Dialogue Notes / Slides
  5. 5. Resources lecoursdesign.com/type
  6. 6. Why Typography Matters
  7. 7. You’re a Graphic Designer Now
  8. 8. Clarity and Professionalism
  9. 9. It’s not the best idea that wins. WHY
  10. 10. Typography is Voice
  11. 11. Commodity? Just Say No. WHY
  12. 12. Customizing
 Slide Decks & Proposals WHY
  13. 13. 3
  14. 14. LOGOS ETHOS PATHOS
  15. 15. Agenda Why Typography Matters Choosing Fonts Setting Type Type That Persuades Going Further
  16. 16. Choosing Fonts
  17. 17. Type Classification
  18. 18. Serif classic
  19. 19. Sans Serif modern
  20. 20. Slab Serif folksy
  21. 21. Script fancy
  22. 22. Scriptcasual hand
  23. 23. PERIOD time & place
  24. 24. NASAHandel Gothic 1920’s Paris Braggadocio
  25. 25. Mixing Type
  26. 26. HEADLINE This is body copy that is meant to 
 be readable. This is body copy that is 
 meant to be readable. This is body 
 copy that is meant to be readable.
  27. 27. Where To Buy Fonts
  28. 28. 10 Friends Vitesse Clarendon Garamond Avenir Tarzana Wide Interstate Akzidenz Grotesk Extended Bickham Script Helvetica Neue Museo Slab
  29. 29. 5 Enemies Brush Script Comic Sans Arial Lithos Times New Roman
  30. 30. Agenda Why Typography Matters Choosing Fonts Setting Type Type That Persuades Going Further
  31. 31. Setting Type Top 10 
 Pro Tips
  32. 32. Use Typographic Rules
  33. 33. NASAHandel Gothic 1920’s Paris Braggadocio
  34. 34. Use Multiple Columns
  35. 35. Use a Typographic Grid
  36. 36. Headline Attracts, Body Copy Doesn’t
  37. 37. One Space After a 
 Period. Ok?
  38. 38. Inches = 12" —vs.— “Quotation”
  39. 39. Reverse Out Sparingly.
  40. 40. If body copy, then this reversed out text is causes eye fatigue. If body copy, then this reversed out text is causes eye fatigue. If body copy, then this reversed out text is causes eye fatigue. If body copy, then this reversed out text is causes eye fatigue. If body copy, then this dark text on a light background is easiest on the eyes. If body copy, then this dark text on a light background is easiest on the eyes. If body copy, then this dark text on a light background is easiest on the eyes.
  41. 41. Rarely, is Right Justified.
  42. 42. L E T T E R S P A C E L E T T E R S P A C E n o t f o r l o w e r c a s e don’t stretch H or V Generous Leading 
 Improves Readability
  43. 43. Creating Emphasis
  44. 44. You can change it.
  45. 45. You
 can change it.
  46. 46. You can change it.
  47. 47. You can change it.
  48. 48. You can change it.
  49. 49. You can change it. JUST SAY NO
  50. 50. Agenda Why Typography Matters Choosing Fonts Setting Type Type That Persuades Going Further
  51. 51. Type That Persuades
  52. 52. Differentiation WHY
  53. 53. “People that 
 tell stories rule the world.” 
 –Plato WHY
  54. 54. pms spot 476 wg1 wg4 382 hex #f0ecde #83bb41 #4e3f3a #bbbaaf #d8d6c8 c m y k r g b 5 4 12 0 240 236 222 54 4 100 0 131 187 65 57 63 65 48 78 63 58 27 21 29 0 15 11 20 0 187 186 175 216 214 200 Obey the Logo Laws Never stretch the logo. Never change the colors or font. Avoid shrinking the logo smaller than 1" wide. the logo if using an .ai or .pdf file (for print). Use .jpg, .png for web or devices, .png has transparent background. cmyk = cyan, magenta, Used for print, also calle rgb = red, green, blue u hex = hexadecimal col used to specify website pms = pantone match commercial printing w wg = warm gray COLORCOLOR TYPOGRAPHY TYPOGRAPHY If words are the content, then typography is the voice used when communicating visually. The logotype is custom, ba on Trade Gothic Bold, set in ALL CAPS. Fonts are available for purchase at adobe.com/type STATIONERY STATIONERY Paper Recommended Neenah Classic Crest Smooth Avon Brilliant White 110# Cover for business cards riting or 70# Text for letterhead, 2nd sheets, envel Printer Sir Speedy Printing rep: Alan 3517 Main Street, suite 303 Avenir 45 Book, Oblique Trade Gothic Bold, Oblique Museo Slab 900, Italic 10 pt. Book for body text, w/ 13 pt. leading 18 pt. or larger for Headlines 18 pt. or larger for Headlines
  55. 55. pms 2935* 115 296 LOGOLOGO hex #0055b8 #293145 #54b7bf c m y k r g b 100 46 0 0 0 85 184 85 75 48 47 41 49 69 84 183 191 Obey the Logo Laws Never stretch the logo horizontally or vertically. Never change the colors or font. Avoid shrinking the logo smaller than .75" wide. Only enlarge the logo if using an .ai or .pdf file. If a larger .png or .jpg file is needed, create it in Photoshop from the .ai file. cmyk = cyan, magenta, yellow, bla also called 4-color process, used fo pms = pantone matching system f commercial printing with pantone for exact color matching. PMS 293 LSA blue, used in logo. cg3 = coo rgb = red, green, blue used for o lsa_logo_blue_rectangle.ai lsa_logo_blue_rectangle.pdf lsa_logo_blue_rectangle.png lsa_logo_wht.ai lsa_logo_wht.pdf lsa_logo_wht.png (background pattern does not print) lsa_logo.ai lsa_logo.pdf lsa_logo.png COLORCOLOR TYPOGRAPHY TYPOGRAPHY If words are the content, then typography is the voice used when communicating in print or on screen. Proxima Nova is used by the Marketing department for print materials and the website. Trebuchet MS is used for everyday communication like email, .doc and .ppt. Trebuchet MS comes pre-loaded on most PCs. Note: .ai files are set up for PMS printing, .pdf files are set up for CMYK printing, .png files are for web or devices. Proxima Nova Regular, Proxima Nova Regular Italic Proxima Nova Semi-Bold, Proxima Nova Semi-Bold Italic Proxima Nova Black, Proxima Nova Black Italic Trebuchet MS Regular, Trebuchet MS Italic Trebuchet MS Bold, Trebuchet MS Bold Italic P R I N T S C R E E N
  56. 56. Trends in Typography
  57. 57. A R C H I T E C T S KIRKPATRICK
  58. 58. Web 
 Typography
  59. 59. Slide Deck Typography
  60. 60. Less is More
  61. 61. SIGNAL NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE
  62. 62. SIGNAL
  63. 63. Dark Room
  64. 64. Light Room
  65. 65. Max. Contrast Min. Contrast
  66. 66. Animate with Moderation
  67. 67. Type Quality Control Cost You Shoot ? Total Time Royalty Free Good wysiwyg $ Rights Managed Better wysiwyg $$ Custom Best Partial $$$
  68. 68. Type Quality Control Cost You Shoot ? Total Time Royalty Free Good wysiwyg $ Rights Managed Better wysiwyg $$ Custom Best Partial $$$
  69. 69. •bullets •kill
  70. 70. •bullets •kill •too many •audiences
  71. 71. Agenda Why Typography Matters Choosing Fonts Setting Type Type That Persuades Going Further
  72. 72. Going 
 Further
  73. 73. Web Resources
  74. 74. Hot Typography Igniting Fonts in Persuasive
 Proposals and Presentations D A V I D L E C O U R S o f L E C O U R S D E S I G N

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