TYPOGRAPHY (BASICS)

WHAT IS
The art and technique of arranging type to make written language readable
and appealing.
It involves selecting typefaces, point size, line length, line-spacing (leading),
letter-spacing (tracking), and adjusting the space within letters pairs
(kerning).
Graphy
Typo ?

TYPOGRAPHY IS
EVERYWHERE
Type is a component of design that's ever-present in the world around us.
Road signs, magazine covers, posters, TV ads, film, etc.

LETS GO BACK IN TIME
Pictographs Early Alphabets
Phoenician
Early Alphabets
Roman

BLUNDER!!!!
Typeface
Is a set of typographical symbols and characters. It's the
letters, numbers, and other characters that let us put words on
paper (or screen).
A typeface is a family of fonts
Font
Is basically a complete character set within a typeface, often of
a particular size and style.
A font is one weight or style within a
typeface

Serif typefaces have small strokes/stems attached to the main strokes of
characters. Serif typefaces are most often used for body copy in print
documents, as well as for both body text and headlines online.
Sans Serifs typefaces, on the other hand, lack serif details on
characters. They are often more modern in appearance than serifs.
SANS
SERIF
SERIF

SERIF
Old Style: Times New Roman, Garamond
Transitional: Baskerville
Modern: Bodoni
Slab Serif: Rockwell
SAN SERIF
Grotesque: Franklin Gothic
Transitional: Helvetica
Humanist: Tahoma, Gill Sans Futura
SCRIPT (formal & Casual): Edwardian Script ITC, Brush Script MT
DECORATIVE: Merry Chritmas, STENCIL
ORNAMENT: 2VABon，中x四%卫x四%6。

Kerning:
The space between two letters.
Tracking(Letter Spacing):
The space between words.
Leading(Line Spacing):
The vertical spacing between lines of text

ROLE OF TYPOGRAPHY IN
DESIGNING
Helps clarify a message that the designer sends to an audience
The properly selected font has a huge impact on getting a message across
to an intended audience
A poorly chosen font or bad typographic layout can detract from or even
block the message all together

Poor typography will prevent a reader from connecting with a design, and at worst may make your
message illegible!

BEST PRACTICES TO FOLLOW
FOR GOOD TYPOGRAPHY
DESIGN
 Choose the right typeface and font
 Do not use too many typefaces and fonts
 Pay attention to space
 Create a clear visual hierarchy
 Use visual contrast wisely

CHOOSING AND PAIRING
FONTS
Selecting and pairing fonts for a graphic design are two skills and art forms in
and of themselves. The chosen font or fonts should fit the mood and tone of
the message and be easily legible.
Pair two different fonts within the same typeface
CHOOSE TWO DIFFERENT TYPEFACES THAT CONTRAST WITH ONE ANOTHER

Creativity is all about bending rules