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# Typography

How to artfully manipulate scale to produce stunning designs.
by

## Elaine Blakeman

on 28 December 2010

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#### Transcript of Typography

Thinking with Type: A Critical Guide for Designers, Writers, Editors, & Students, by Ellen Lupton (Princeton Architectural Press, 2004). http://lamb.cc/typograph/ There is sometimes a lack of understanding of the fundamental difference between types designed for display and types meant for text. The difference can be expressed as a maxim: text types when enlarged can be used for headings; display types, if reduced, cannot be used for text setting.

Walter Tracy A Note About Display Type Type Weight: Assignment The Golden Ratio (divine proportion) Fibonacco's Numbers (1200) 0 1 1 2 3 5 8 13 21 34 55 89 144 In mathematics and the arts the golden ratio is:
the ratio between the sum of two quantities whose larger one equals the ratio between the larger one and the smaller one
the golden ratio is a mathematical constant, approximately 1.6180339887 (phi)
(62%/38%) The Golden Ratio is a Number Always compose with a scale:

A scale is important because it lays the
foundation for typographic hierarchy that improves readability and creates harmony and cohesiveness within the text. Scale Use Traditional Typographic Scale
Use a Typographic Scale Based on Fibonacci Numbers
Create Your Own Typographic Scale Choose ONE of the following: Create a poster for a lecture series about contemporary design. Carefully consider the typographic hierarchy of the information presented.

The poster must convey the excitement of contemporary design to an audience of designers and students. The information itself must constitute the "imagery" of the poster. Visual Hierarchy: Uses CONSTRAST to control the design principle
of emphasis (visual weight).

CONTRAST consists of:
scale (proportion)
space
color
typeface

PLUS design principles of:
unity
balance
proximity
alignment ?
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