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Transcript of Typography
Psychology of Typography
Architecture of Typeface
(Hand Lettering by Sean Wes, Introduction to Typography: Typographic Fundamentals for Lettering Artists)
Chunn, Cunha & Phenix
What's Your Typography?
What is Typography?
Early vs Contemporary
Typography & Branding
History of Typography
Early Moveable Type:
"You may not consciously know it, but when you pick up a book, you are reading its layout and typeface and color palette for clues about the story"
TYPEFACE vs. FONT:
(Typeface vs Font: What’s the Difference? Jen Kim May 3, 2013 Mindgruv.com)
Typeface choice (leading, tracking & kerning)
Each brother is a font (modifies- weight, size, slant)
Individual spacing between letters
Adjusting spacing across a word, line, or column of text (aka letterspacing)
Distance between baselines of lines of type
Collectively they are the Smith typeface (gives shape)
(8 Simple and Useful Tips for Kerning Type by Joshua Johnson on
31st August 2011, designshack.net)
KernType a kerning game; Mark MacKay for Method of Action
(PracticalEcommerce.com: Typography 101: The Basics, September 20, 2011 • Drew Coffin)
Sans Serif Font...
- Legibility of Letterform
1. Select a book and, using the typeface samples below, select a typeface you believe best suits your text.
Elegance & Sophistication; Company Motto
Recognizable, Bold, Creative, fun
Simple but respectable, stability, reliability. Serif font= calming influence.
Bold, untested, progressive, edgy, captures attention of users.
Professionalism, clean, business-like, suggesting will help you complete business objectives.
Age, history, authority.
Association: ancient religious texts- sense of truth.
(Jon Scieszka, Design Matters)
Development of the Printing Press:
Offset Lithography & Photosetting
First: clay, porcelain, woodblock
Gutenberg: type metal- alloy of lead, tin & antimony
Quicker, more durable
Revolutionized communication book production
Rapid spread of knowledge
Speed & Cost
Early: Secondary to content
“An appropriate typeface is one that honors the story and gives the text a visual shape while remaining true to the spirit of the author’s message”
“many typographers believe that the typeface should be invisible, subtly enhancing the text without drawing attention to itself, like drinking wine from a crystal goblet rather than an opaque metal container that hides the wine and changes the flavor”.
Carol Goldenberg (Best Font For the Job)
(19 Finney & Colabucci)
“the typeface selection enhances the story by becoming a more active part of the visual experience. As a result, the type in these books begin to depart from the crystal goblet theory, contributing more overtly to the reading experience”
(20 Finney & Colabucci)
“uses changes in one or more qualities of the typeface within the same book to emphasize specific elements of the story”
(20 Finney & Colabucci)
"Drinking from the crystal goblet"
(Kerning, Tracking, Leading, Color choices)
- Does the type capture the flavor of the art?
- Does the type express the spirit of the book?
- Does the type serve as an underlying and/or
(Parson’s School of Design, Class: Children’s Books, Instructor Steve Kennedy)
Best suited for economically producing large volumes of high quality prints
-Weight: Creates emphasis on text.
- Color: Categorization, Emotion & Social connotations
Filmsetting & computerization
allows for more emphasis and visual weight
the overall slope.
Formal = Less Slant
Handwritten= more slant
Typography Considerations Cont.
-Framing: separates particular visual elements
1: Can refer to overall formality of
2. Can denote who is talking
- Flourishes: all aspects of typeface that influence meaning
Henry’s Freedom Box
More More More
Said the Baby
St. George, Judith & Small, David.
So You Want to Be President
Lon Po Po.
The Man Who Walked Between the Towers
What To Do About Alice
The Graphic Alphabet.
Quick, cheap & easy production
Personal computers make designers of anyone
Click, Clack, Moo Cows that Type
Grump Groan Growl
It's a Book
Pinkney, Andrea Davis.
The Spider an the Fly.
Would your text be best served by a typeface that is :
What Typography features would you apply or alter?
Weight, Color, Size, Slant, Formality, Flourishes, Framing