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Transcript of Visual Perception-Type
is a relative
measure of the size of a font.
use of typefaces as a means of visual communication
from calligraphy to the ever-developing use of digital type is the broad use of the term typography
It all started in
invention of the
The Anatomy of Typography
is the length of
the lower case letters without descenders and ascenders.
e is the invisible
line on which characters sit.
is the distance from the
baseline to the top of uppercase letters
is the part of a letterform
that extends above the meanline.
is the enclosed or partially
enclosed area of the letterform.
falls at the top of many
lowercase letters such as "e," "g" and "y."
is the small stroke at the end
of the main strokes of a letterform.
are one of the main distinctions between
classifications of type.
is a type of serif typeface characterized by:
thick, block-like serifs.
may be either blunt and angular, rounded.
generally have no bracket (feature connecting the strokes to the serifs).
is a type of serif typeface are characterized by:
a diagonal stress (the thinnest parts of letters are at an angle rather than at the top and bottom)
subtle differences between thick and thin lines (low line contrast)
almost always bracketed (they have curves which connect the serif to the stroke)
is a type of serif typeface is one
that does not have the small projecting features
called "serifs" at the end of strokes. The term
comes from the French word sans,
is an open or closed
circular line that creates
an interior space which
surrounds a counter.
which is vertical or diagonal.
The stem is often the main "body" of a letter.
are very ornate and complex, and they can be difficult read because of this they are generally reserved for special uses, such as invitations, announcements, advertisements,diplomas,certificates, or initial caps at the beginning of paragraphs or chapters.
(also known as novelty or sometimes display) typefaces are used exclusively for decorative purposes, and are not suitable for body text. They have the most distinctive designs of all fonts, and may even incorporate pictures of objects, animals, etc. into the character designs.
This type of fonts can be recognized by its characteristics: the majuscules and the ascenders of the lower case are on the same line, breaks are oblique or horizontal, and the axis is slightly oblique or horizontal.
These fonts have very strong features: thin horizontal strokes but thick vertical ones, extreme contrast between strokes, serifs aren’t rounded and joined vertically.
The influence of the Modern style is powerful, but these fonts have other features that make them stand out. The serifs are square and larger; the same line weight and the serifs are usually perpendicular on rectangular ends.
The main feature of the sans serif is the lack of any serif (in French “sans” means without). These fonts impress with their simplicity and large usability. It is considered as the most abstract form of the letter-alphabet.
Gothic Scripts is characterized by the elaborated and complicated shape of the letters and it is used mostly on diplomas, invitations and other formal occasions. It is highly recommended to use them only in lowercase and avoid uppercase.
are based upon the varied and often fluid stroke created by handwriting. They are organized into highly regular formal types similar to cursive writing and looser, more casual scripts.
Display typography is a
potent element in graphic design
, where there is
less concern for readability
more potential for using type in an artistic manner
Color and size of type elements are much more prevalent than in text typography. Most display typography
exploits type at larger sizes
, where the
details of letter design are magnified
. Color is
used for its emotional effect in conveying the tone and nature of subject matter.
Display typography encompasses:
Book, magazine and album covers
is the part of a letterform
that extends below the baseline.
the technical name for
—is an animation technique
mixing motion and text to express ideas using video animation.
This text is presented over time in a manner intended
to convey or evoke a particular idea or emotion.
Typography has long been a
vital part of promotional material and advertising
. Designers often use typography
to set a theme and mood in an advertisement
; for example using bold, large text to convey a particular message to the reader.
Type is often used to draw attention to a particular advertisement
, combined with efficient use of color, shapes and images. Today, typography in advertising often reflects a company's brand. Fonts used in advertisements convey different messages to the reader,
classical fonts are for a strong personality
, while more
modern fonts are for a cleaner, neutral look
Bold fonts are used for making statements and attracting attention.
also called logotype, a graphic
representation or symbol of a
company name, trademark,
abbreviation, etc., often
uniquely designed for
types of logos
are compelling yet uncomplicated images that are emblematic of a particular company or product. They use imagery that conveys a literal or abstract representation of your organization. Symbols are less direct than straight text, leaving room for broader interpretation of what the organization represents. In order for a symbol to be a truly effective logo, it should conform to these maxims:
Clarity when reproduced in small sizes.
Can be illustrative in nature, either concrete or abstract.
A logotype, commonly known in the design industry as a "word mark", incorporates your company or brand name into a uniquely styled type font treatment.
Type fonts come in thousands of possible variations, shapes, sizes, and styles, each conveying a slightly different impression upon your intended audience.
Script fonts imply a sense of formality and refinement.
Thick fonts proclaim strength and power, whereas slanted type fonts impart a sense of motion or movement.
Combination Marks are graphics with both text and a symbol/icon that signifies the brand image that you wish to project for your company or organization. Concise text can complement an icon or symbol, providing supplemental clarity as to what your enterprise is all about.
psychology of color
in logo design
Action, Adventure, Aggressive,
Blood, Danger, Drive, Energy,
Excitement, Love, Passion,
Strength and Vigor
Caution, Cheerful, Cowardice,
Curiosity, Happiness, Joy,
Playful, Positivity, Sunshine
Authority, Calm, Confidence,
Dignity, Established, Loyalty,
Power, Success, Secure and
Appreciation, Delicate, Femininity,
Floral, Gentle, Girly, Gratitude,
Innocence, Romantic, Soft
Authority, Bold, Classic,
Formality, Mystery, Secrecy,
Serious and Tradition
Cleanliness, Innocence, Peace,
Purity, Refined, Sterile,
lines & shapes in logos
Lines can be used in a number of ways in logo design. The direction of the lines and whether they are rounded or jagged can also have a significant impact on how they are perceived.
Horizontal and curved lines
have a more feminine connotation. They can be used to indicate flow and tranquility; however horizontal lines can also give an impression of peace and stillness.
on the other hand can show motion and happiness.
are much more aggressive in nature and have a far more masculine energy, as do straight lines and angles. Vertical lines are bold and powerful and jagged lines can create a sense of action and vitality.
Rounded shapes like circles can speak to emotions.
Rings are the symbolic shape relating to love, marriage and relationships and can carry those connotations in any composition. They also symbolize friendship, care and support which makes circles useful in designs related to community.
Angular shapes like
triangles and squares can represent balance and stability.
Their straight lines and angles can indicate structure and reliability, making them a useful shape to convey professionalism, organization and efficiency. But on their own they can be a little dull. However they can tilted or combined with other shapes to add visual interest.
fonts in logos
Serifs and Sans-Serifs. They are very popular for smaller type and bodies of text. However the Sans-serif fonts which are smoother and cleaner are often used in headlines and bold. Because these are highly recognizable and commonly used they can be used to indicate professionalism and tradition, however they lack individuality and sensationalism.
Novelty and Handwritten Fonts
Excitement, Personality, Mood, Creativity, Art
Eula San Juan
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