Typography
DESIGNING LANGUAGE AND LETTERS IN A
VISUAL WORLD
Typography
The study of letters and their uses in graphic design
is called Typography.
Type
Letters come in many
styles called type, and
they play an important
part in commercial art.
Wherever words are used,
such as in posters, ads,
books, magazines and even
TV commercials, type is an
important part of the total
design.
Type in Advertisement
 The Major Components of using type for good design
in Posters and Advertising:
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Font: Serif and Sans Serif
Case: lower or UPPER
Height
Proportion
Size
Weight
Leading (Line Spacing)
Kerning
Serif and Sans Serif
 “Serifs” are the small projecting ends on some
letters.
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This sentence is written with a Serif Font
 Sans Serifs do not have these little projections.
 This sentence is written with a Sans Serif Font
Serif
Versus
Sans Serif
Arguably, there is no major, life altering difference between Serif and Sans Serif
Type ( unless you are amongst a group of vigilant Graphic Designers or Publishers)
However, here are the following “urban myths” regarding the difference between
the two.
 Better for the Web
 Better Horizontal Flow
 Creates “Word Wholes”brings letters closer together
 Increases Contrast between
letters
 Better for small sizes
 Better for teaching
children their letters
Case: Upper and Lower
 UPPERCASE and lowercase are something to
consider in the overall feel of your design
Height
 Refers to the height of each letter considering
primarily the x- height, which measures from the
base line to the mean line of the letters, with
ascenders and descenders as secondary
considerations.
Weight
 The weight of a font is in regards to the boldness or
thinness of the lettering. A bolder font has a heavier
feel, while a thinner font has a lighter feel. Some
fonts have variation in weight.
Leading (Line Spacing)
 Spacing refers to the amount of space between text
lines. The relationship between letters is important
for clarity and proximity.
Kerning
 Kerning refers to the individual spaces between
letters. It frequently assists with legibility and
design. Individual letters often must be adjusted
when they appear closer than others due to their
individual shapes.
Kinetic Typography: Font in Action
 http://www.youtube.com/watch?v=Ki6rcXvUWP0
 http://www.youtube.com/watch?v=ui4umNt72RY&f
eature=fvwrel
 http://www.youtube.com/watch?v=obMzOtDh_D0
&feature=related
Exercises and Projects in Typography Unit
 Exercise #1: Word Opposites
 Objective: Choose 1 set of opposites, choose a font for
each that fits the word, apply filters,
transformations, etc… to manipulate each word
Exercises and Projects in Typography Unit
 Project #2: Illustrated Quote ( Kinetic Typography
minus the kinetic)
 Objective: Find a quote that inspires you, find two to
three fonts that help illustrate your quote, find
imagery that will support your idea.
Typography in Posters and Advertising: Art Show
Poster
 Consider all of the previous items in relationship to
the intended audience and the client.
Typography: Parking Sticker
Typography as Art