Introduction to
Visual Communications
PART 1: Typography
TGJ 2OI
BLUEVALE COLLEGIATE INSTITUTE
2a Introduction to Typography.ppt
Intro to Typography (write blue text)
 We often don’t pay much attention to
typography, but it can dramatically affect
how we react to an ad, poster, package or
text.
Type forms the basis for many designs.
 Designers are careful to choose type styles
that suit the purpose of their
designs.
 The type should fit the “mood” of
your work (suggests feeling).
Intro to Typography
 Regardless of type uses or
purpose, you want to make
sure your text is readable.
 Fonts are measured in POINTS
(72 points = 1 inch)
Intro to Typography
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2.
3.
4.
All type faces, or FONTS, can be
placed in one of four FONT
FAMILIES.
Serif
Sans Serif
Script
Decorative / Novelty
Intro to Typography
1. SERIF Fonts:

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Fonts in this family are
categorized by tiny “feet,”
called serifs, on the
ends of letter lines.
 Includes fonts like Times
New Roman
 Good for use as BODY
TEXT – small type for
articles, etc. (easy to read
when small – 10-12pt)
serif
(feet)
Intro to Typography
2. SANS SERIF Fonts

Fonts in this family are sometimes
called BLOCK letters – no
feet on ends of letters
 Includes fonts like Arial and
Helvetica

Suitable for HEADLINES

Not easy to read when smaller
or larger font sizes
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than 12pt – avoid use as body
text (except for web pages)
Intro to Typography
3. SCRIPT Fonts

Fonts in this family look like

Ex. –
fancy handwriting
 Letters are joined together
and flow smoothly
 Use sparingly (too much
gets annoying)
 Never use as all capitals
(difficult to read) or as
body text
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Commercial Script BT
Intro to Typography
4. DECORATIVE /
NOVELTY Fonts

Fonts in this family are unusual

Usually “trendy” or “funky” fonts such
as, Jokerman, Slipstream.

Use sparingly – for emphasis
and don’t fit into other
categories
or interest on a page
 Never use these as body text
 Can evoke many types of moods
(fun, scary, cool)
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Intro to Typography
Font Styles:





You can change a font’s appearance by using
styles:
1. BOLD – letter lines are heavier (stand out)
2. Italic – letters have a slight lean to the right
3. Underline – kinda’ obvious
4. You can also stretch fonts or change the space
(kerning) between letters to give a different
appearance or weight to text.
 Styles create variety without cluttering a
document with too many fonts.
Intro to Typography
General Rules to Follow:

Avoid using more than 3 fonts on one page. Using
too many fonts may make a document/publication
look cluttered or sloppy)

Avoid using 2 fonts from the same family close
together (use styles of same font if possible)

Make sure you use consistent type sizes for
longer publications (brochures, newsletters, etc.)

Try to manipulate fonts (stretch, space
letters apart, etc.) or add styles to
create visual interest instead of adding
different fonts to a page
Intro to Typography
TYPE ASSIGNMENT #1:
 Look through old magazines or
newspapers to find at least 2
samples (large if possible) of fonts
from each of the 4 font families (min.
8 total)
 For each sample, record where you
found it and what purpose you think
it had in the publication, ad, etc.