WCS 135 Introduction to Visual Communication CA DeCoursey Nazarbayev University typography: the shaping and arrangement of letters in different typefaces to make them clear and attractive https://m2.material.io/design/typography/understanding-typography.html baseline cap eight x height ascenders descenders line height weight the invisible line on which text rests the height of a typeface’s flat-top capital letters from the baseline the height of the lowercase x for a given typeface, showing the height of glyphs the upward vertical strokes in lowercase letters that extend beyond cap height or baseline the downward vertical strokes in lowercase letters that extend beyond cap height or baseline the vertical distance between baselines the relative thickness of a font’s stroke; most fonts come in four to six weights Exercise 1: define the following terms in typography. https://www.youtube.com/watch?v=sByzHoiYFX0&list=PLpQQipWcxwt8vVzFpoJS5TtCh8Ktke9TH&index=1# serif fonts sans serif fonts display fonts kerning leading tracking hierarchy Fonts that little strokes called “serifs” attached to the main part of the letter. Because of their classic look, they're a good choice for more traditional projects such as print publications, magazines and newspapers. Fonts that don't have extra stroke and considered cleaner and more modern than serif fonts. Also, it tends to be easier to read on computer screens, including smartphones and tablets. Display fonts come in many different styles, like script, blackletter, all-caps, and just plain fancy. Because of their decorative nature, display fonts are best for small amounts of text such as titles and headers, and more graphic-heavy designs. Kerning is the space between specific characters. Unlike tracking, it varies over the course of the word, because each letter fits together differently. Some fonts have what we call "bad kerning," making certain letters look improperly spaced. Leading is the space between lines of text, also known as line spacing. The goal is to make your text as comfortable to read as possible. Too much or too little spacing can make it unpleasant for the reader. Tracking is the overall space between characters, sometimes called character spacing. Most programs let you condense or expand this depending on your needs. In some designs, you might adjust your tracking to create a certain artistic effect. It can also help you fix fonts that are poorly spaced to begin with. Hierarchy is used to guide the reader's eye to whatever is most important. In other words, it shows them where to begin and where to go next, using different levels of emphasis. Establishing hierarchy is simple: just decide which elements you want the reader to notice first, then make them stand out. High-level items are usually larger, bolder, or different in some way. WCS 135 Introduction to Visual Communication CA DeCoursey Nazarbayev University layout the arrangement of text and graphics on a real or virtual page https://www.youtube.com/watch?v=a5KYlHNKQB8&list=PLpQQipWcxwt8vVzFpoJS5TtCh8Ktke9TH&index=3 proximity white space alignment contrast repetition using space, grouping and separation to construct relationships between content using negative space between lines and content blocks, and margins, to define and separate sections grid-like regularity of content centring and spacing used to emphasis some content through colour, shape, size, weight or text style look consistency through a colour palette, Exercise 1. Use your understanding of typography and layout to analyse these books and pages: https://www.nytimes.com/2022/12/09/books/review/best-book-covers-2022.html https://www.indesignskills.com/inspiration/book-design/book-design/ https://www.worldhistory.org/article/1185/twelve-greatest-illuminated-manuscripts/ Exercise 2: make an account in Canva (https://www.canva.com/) click on “print products” then choose a poster or flyer use one of the images below, add text and any design elements you choose your graphic may be intended to sell, to, inform, or to interest post to the class forum by the end of the day tomorrow
