The document discusses various aspects of typeface and font design. It defines typeface as the overall design, while font refers to a specific size and style within a typeface (e.g. Verdana 12-pt italic). Key components that define a typeface are serif, sans-serif, display, script, and dingbat. Serif fonts have small strokes at the end of letters, while sans-serif do not. Serif fonts are commonly used for print and sans-serif for digital. Display typefaces are meant for larger sizes and to attract attention, rather than long passages of text. Script typefaces mimic handwriting.

1. Theories

2. Typeface/Font Design
Type face is supposed to be the design of type, and multiple fonts could be under a
typeface design. However both words are now often used interchangeably. A good
example of typeface and font is Verdana, which is the typeface and Verdana 12-
pt italic which is a font. There are few key components that define a typeface; Serif,
Sans-Serif, Display, Script and Dingbat. Serif and Sans-Serif are used to define the
stroke at the end of a letter or symbol. Typeface is Serif if t has a small stroke at the
end of a letter, like this “Example”. Where as a Sans-Serif font does not have a stroke,
like this “Example”. Serif fonts are more common in physical objects as the strokes
supposedly guide the readers eyes, whereas Sans-Serif are more commonly used on
digital as they are easier on the eye. Display typeface is used with the intention of it
being of a larger size, and shouldn’t be used in a large body of text, as it would appear
clustered and hard to read. The designs of display typeface will generally be more
eccentric as they are used mostly to attract attention. An example of display font is,
“Example”, this font even loses its key design if the font size is below 20. Script
typeface has the purpose of representing a fluid natural style, often it is meant to look
as though it is hand written. The main use is trade printing and is not often used in
large bodies of text.

3. Principles of Design:
Introduction + Movement
• There are four principles to follow when designing something that each have a significant effect on the end
product. These four terms are: movement, balance, emphasis and unity. The principles are groups of smaller
techniques that are used when designing and producing an image. For example there are around six key methods
that an artist could use to show movement of items or people within the image, however it is unlikely that all
would be used as not every method fits the images style.
• Within Movement the six key techniques consist off: Anticipated Movement, Fuzzy Outlines, Multiple
Image, Optical Movement, Optical Illusions and Rhythm and Movement. Anticipated movement relies on the
viewers knowledge and past experiences to show movement within a single image. The figure will be put in a
position that is unstable, for example half way through a jump, doing this causes the viewer to feel that the
character will move very soon, the technique is often used to emphasise the feeling of movement. Fuzzy outlines
are some form of blur, this is mostly down to people perceiving fast objects as blurred in real life. These
experience cause us to believe that an object is moving if a blur is used over it. Multiple image is used in more
obvious way than the previous techniques, this is because it consists of multiple layers of the moving objects in
different positions, this shows viewers a clear path from the start of the movement to its end point, showing the
movement clearly and quite bluntly. Optical movement is when the art is used to move the viewers eyes all
around an image so that they have to view the different parts of the image separate to one another, curves are
often used as the most effect way of achieving this technique as they naturally navigate the eye in a circular
manner. Geometric shapes are a key when using the optical illusion technique, this causes the image to appear as
if it is moving even though it is not, however this technique is fairly useless for anything other than use as an
optical illusion. Rhythm and Movement, this refers to the way that your eyes are moved through the image and at
what pace, this is similar to optical movement it just includes the rhythm of which it moves your eyes through the
piece. The pace is effected heavily by the images within the piece, similar elements will lead your eyes in a far
smoother and quick manner than unrelated images would. All of these techniques would be used to create
specific style an this is important to understand so that an image appears the way it is supposed to.

4. Principles of Design:
Balance
• Balance is separated into three base techniques that can be used when trying to create it;
symmetrical, asymmetrical and radial balance. When these techniques are not used correctly
or are purposefully not used the image can appear to have tension. Symmetrical balance is
exactly as it states, the image is balanced out because what is drawn on one side is flipped
exactly on to the other of the image. Either side does not have to be exactly identical
however, often an image would have similarities on both sides, examples of this would be an
image having similar colours or a number of similar objects within it (in terms of size and
shape). Exactly identical images are often found in architecture, where the imagery is far
more formal. Asymmetrical balance is achieved when lots of smaller objects are used to
balance out a larger object rather than both sides being equal, it also doesn’t rely and sides
as much as one large central object can be balanced by lots of smaller objects around the
edge of the image. Balance is not only restricted to objects it can also be used in terms of
colour, except instead of different size a large light object for example would be balance by
lots of smaller dark colours around the rest of the image. Asymmetrical balance has to be
planned much more than symmetrical balance making it harder to achieve, even though it
will often look more casual than symmetrical balance does. If you wanted a key focal point in
an image that the viewer would focus on radial balance is a successful technique, the image
would radiate from the focal point in a circular manner. This works as all of the objects lead
you to the one focal point.

5. Principles of Design:
Emphasis + Unity
• Often an image will have a key point that the viewer is supposed to focus on and there a range of
techniques the designer can use to emphasize this area of the image; Contrast, emphasis by Isolation,
Emphasis by Placement. Contrast is a vey simple way of getting an object to stand out, this is mostly down
to the people getting easily drawn to irregularities. A Large object in the foreground of an image is a
successful as it is much larger than the rest of the image and has the feeling of also being closer the viewer
than the rest of the image is. Another example is if you hard a dark image but one area was a much lighter
you are instantly drawn to it as it is far different from everything else. Emphasis on isolation works in a
very similar way, it relies on the viewer noticing an irregularity, it is achieved by grouping lots of objects in
one area and then excluding one to a separate location so that people are drawn to that instead, this
works really well when trying to show someone or thing as different or lonely. Emphasis by placement is
often when a large object is placed in the center of the image or placed at the center of the lines of
perspective.
• Unity within a piece of work is how all of the elements on a page tie together, it is important to use unity
to link the minor parts of an image to the whole piece. The techniques that can be used to do this are
proximity, repetition and continuation. Proximity is by far the simplest way of connecting images together
and making them appear as a group. To show objects as a group all you have to do is simply have them in
close proximity, if you wanted to show something as alone or not part of the group you would just add
more distance. Repetition is another useful way of showing to objects are connected or part of group.
Examples of repetition are using the same colour, shape or texture, these are all useful methods of tying
things to a group as people will recognize the similarities in the two objects. Continuation is more subtle
than the other techniques, it is when you use a line, edge or direction from two areas to create unity. It is
often used in magazines by lining up the edges of text, headlines or graphics, it is helpful to group bits of
information and also to direct the readers eyes.

6. Elements of Design:
Line
• The line is very simple and is only really used as the edge or outline of an image. However the way that it
is used can dictate the overall aesthetic and feel of an image, Line direction, line thickness and a lines
value all have an effect on the final product and do need to be thought about. The lines direction can have
some effect on the images mood. Horizontal lines often make the image have an appearance of calm and
tranquility, an example of this would a sunset on the horizon which uses many horizontal lines. Vertical
lines are perpendicular to the horizontal lines which allows them to show stability within an image,
however it is also recognized with an image that they are filled within an image if it was suggested the line
could be toppled over. Diagonal lines show far more energy and instability than other lines, they suggest
that motion is happening within the image which creates more excitement. This can be altered however
on there placement which, if connected to a horizontal and vertical line they will appear to be far more
rigid and unmoving. An image can be made to appear softer an d more fluid if curved lines are used as
they appear to bend and turn far more seamlessly, it is also far easier to turn directions in an graceful
manner using curves as there are no hard edges or corners. However the sharpness of the bend effects
how calm the image appears, so if aiming for a calm appearance are longer bender would be more
suitable, but this would take up more room. If the art was intended to be more energetic and seemingly
sporadic an alternative to curves you could use zigzags, which are just diagonal lines connected at a single
point. They can be used to imply danger and destruction as they change direction frequently and quickly.
The direction of the line is not the only important detail its thickness will affect how the image is
perceived. Thin lines give the appearance of fragile and easy to break, these can be used to create
instability and within in an image but at the same time can be used to create an elegant quality. Thick
lines are quite the opposite as they appear far stronger, often giving an appearance of being important
and necessary. Lines can also be used as a way of shading an image rather than just as an outline, one
technique for this is crosshatching, which is used to create different shades within an image. It is achieved
by drawing lines at different angles within and area, the space between the lines effects the shade that is
achieved, this is called the area of value. This technique can be used to a more 3D feeling.

7. Elements of Design:
Shape + Texture
• Shapes can be created in multiple ways, it is always enclosed by something. It can be
enclosed by lines or by colour. There are two kinds of shapes Positive and negative. Positive
shapes are drawn by the artist intentionally, whereas secondary shapes are in the space not
used by the artist. However some artist intentionally use the secondary shapes to make an
image, one example of this is M.C Esher who made it so the two shapes were
indistinguishable from each other, in famous paintings such as Sky and Water.
• Texture is also important part of graphics as it represents an objects surface quality. This is
important as it helps the person viewing the image to understand what the object is and
what it feels like; it helps the audience relate more to the image. There are a few types of
texture within art Actual, implied, invented and simulated. Actual texture is something that
you are able to physically touch, a great example of this would be art made from a collage, as
you can feel the different layers of paper on top of each other. Implied texture is drawn, you
aren’t actually able to feel anything. This would be done if using a pencil or if you were
creating the image on a computer, where you aren’t physically able to alter the image to have
a different feeling. Invented and Simulated are sub category's of implied texture as you are
unable to actually feel them. Both focus around the actual detail of the texture, invented is
where the artist creates a simple version of a texture, whilst still having clear communication
of the textures pattern. Whereas simulated texture intends to replicate a real life pattern as
clearly as possible .

8. Elements of Design:
Colour
• There is a large range of elements that relate to colour and how to use it, colour also spreads into other categories
in elements of design such as outlining shapes. To start with value is important when dealing with colour as it is
how lightness and darkness is used within an image and can have many implications, mainly it is used to show a
focal point for the image. For example using contrasting values highlights one specific point on an image, having a
bright figure stood on a dark background instantly highlights and singles it out, thus creating the images focal
point. Having a variation in values also helps when creating depth within an image, as it creates a three
dimensional aesthetic on the image.
• Hue is important to discuss when talking about colour, as it primarily makes up the colours we see. It is a term
used for spectrum colours – red, orange, yellow, blue, green and violet – that appear in the rainbow. There are
three primary hues which when used together are able to create a whole range of other different hues. Computer
colours work in a similar way as the computer mixes Blue red and green to create all the different colours of light
that eventually make it to your eyes. Printers on the other hand use four colours; cyan, yellow, magenta and
black, this style of presenting colours is called CYMK. It prints each different colour on top of each other to
represent the same colour as the one your computer does with only three colours.
• The saturation of a colour is how bright it is. A colour is at its most saturated when there is no black or white
mixed with it, you can then change the saturation by adding other shades. Adding grey to a colour makes the
colour duller and more neutral. You can also mix a complimentary colour to change a colours saturation, a
complementary colour is found directly on the opposoite side of the colour wheel. Mixing two complimentary
colours the tone turns dull, however if you put them side by side you increase the saturation, this is called
simultaneous contrast. This technique is somewhat used when printing or when doing optical colour mixing. Your
eye combines little dots of adjacent colour to make a different hue.
• When creating a piece of work you can work with colour schemes, four of these are monochromatic, analogue,
complementary and triadic. Monochromatic is where you only change the saturation of the colour, keeping the
same hue throughout. Analogue is where you only use colours that are adjacent in the colour wheel, so they only
vary slightly from one another. Complementary is where only opposite colours are used, this helps to create an
interesting dynamic within the image. Using three colours that are equally spaced on the colour wheel is called
triadic.

9. Elements of Design:
Illusion of Space and Depth
• There are a few ways that an artist is able to show different dimensions within their art,
these are size and vertical location, overlapping, Detail and linear perspective. Size is the
easiest way to show distance within an image as a smaller shape looks farther away than a
large one as this is mostly how it works in real life. When looking at art we also perceive
height on a page as further away, this is not necessarily always true but in some case such as
drawing a landscape this is a useful technique. If you lay an image on top of another the
audience will perceive that shape as being much closer than the one behind it. This is
because we do not see the object behind as a complete object due to it being obscured, as it
would be in rea life making it easy to relate to. Detail is when an artist uses colour to
produce an atmospheric prospective. Objects in the distance often have a contrast that is
much less distinctive, the image fades away into the background, whereas images in the
foreground are far more contrasting and detailed. Linear perspective is when an artist uses
lines to show distance, this is done by having all lines in a pattern converge on a common
spot, this is also extremely useful when creating a focal point within the art as the lines direct
our eyes.

10. Bibliography
• Andra. (2013). Design Theory: 5 Basic Principles of Typography.
Available: https://pixel77.com/principles-of-typography/. Last
accessed 21 Jan 2019.
• -. (2018). Display typeface. Available:
https://en.wikipedia.org/wiki/Display_typeface. Last accessed 21st
Jan 2019.
• Bonnie Skaalid. (1999). Classic Graphic Design Theory. Available:
https://etad.usask.ca/skaalid/index.htm. Last accessed 2nd Mar
2019.
• Steven Bradley. (2010). The Meaning of Lines: Developing A Visual
Grammar. Available: https://vanseodesign.com/web-design/visual-
grammar-lines/. Last accessed 2nd Mar 2019.
• Ashley Hurst. (2018). How To Draw Texture. Available:
https://thevirtualinstructor.com/blog/how-to-draw-texture. Last
accessed 2nd Mar 2019.