C L A S S 2 T Y P O G R A P H Y. FOUNDATIONS OF GRAPHIC DESIGN MW 8 a.m.

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1 C L A S S 2 T Y P O G R A P H Y FOUNDATIONS OF GRAPHIC DESIGN MW 8 a.m.

2 Typography Typography separates graphic design from visual art. In every piece of type you see, somebody has considered how the letters, sentences and paragraphs will look in order for it to be read by us, or make us feel a certain way when we look at it. Sometimes this is done well, sometimes not. Often it is graphic designers who are the ones deciding how it will look; in brochures, logos, websites and so on. The better we are at this, the more effective our designs will be. Good typography comes from paying attention to tiny details. This can make the difference between work that is average or work that is good.

4 Typeface Font Typeface

5 Two main classifications Serif these typefaces are the more traditional ones. Serifs are the little feet or arms that hang off the end of letter strokes, and typically add a thick/thin look to the letter. Serif fonts are considered the easiest fonts to read so they are most often used as text or body copy. Sans-serif as the name suggests, sans serif fonts are without serifs and usually have an overall even stroke weight. Sans serif fonts can evoke a more modern look because they were not created until the 19th century. While they can also be harder to read, they are often used only for small amounts of copy, subheadings, or large headlines.

6 Two main classifications

7 How do you decide? Ask yourself: What is my intended tone or purpose? What medium will I be using? Print, web, etc. How can my typography provide contrast? How can my typography create hierarchy?

8 Font Size Two different font designs at the same point size may actually have different physical sizes. The correct size for a font depends on the font itself and how it s being used. For reference, body copy is generally 9-12 points. This presentation text is 28 pts.

9 The details make good typography great. Character & word spacing kerning tracking Line spacing leading Paragraph spacing alignment line breaks & rag hyphens widows & orphans

10 Kerning Kerning is the space between each character or letter. Sometimes this space needs to be adjusted in order to create a more pleasing look to the text. Most programs apply kerning automatically, but there are certain letter combinations that may require manual kerning.

11 Kerning

12 Tracking Tracking is similar to kerning but refers to the space between groups of characters. It s main purpose is to make type fit a required space without altering the type size or line spacing. Tracking can be either negative (making words closer together) or positive (making words farther apart).

13 Tracking

14 Leading Leading refers to the amount of space between lines of type. The amount of leading you use will be determined based on the font used, the line length, and the size of the type. The larger the type, the more leading you will need.

15 Leading

16 Alignment Alignment refers to the way the lines of text flow on a page. Most text is aligned left, as this is how we are used to reading it. In some cases, we may want to used other alignments in order to add to the design quality of a project.

17 Alignment align left This text is aligned left so that the sentences always line up on the left side align right This text is aligned right so that the sentences always line up on the right side align center This text is centered so that the sentences always line up on top of one another justified This text is justified so that there is a straight edge on both sides. In order to do this you will have to usetracking

18 Rag In typography, rag refers to the vertical margin of a block of type. Pay attention to the shape that the ragged line endings make. A good rag goes in and out from line to line in small increments. A poor rag creates distracting shapes of white space in the margin.

19 Rag bad rag good rag bad rag good rag

20 Widows & orphans

21 Installing fonts

22 Kerning game

23 C L A S S 2 C O LO R T H E O R Y FOUNDATIONS OF GRAPHIC DESIGN MW 8 a.m.

24 C O LO R T H E O R Y With colors you can set a mood, attract attention, or make a statement. By selecting the right color scheme, you can create an ambiance of elegance, warmth or tranquility, or you can convey an image of playful youthfulness. Color can be your most powerful design element if you learn to use it effectively.

25 T H E C O LO R W H E E L

26 P R I M A R Y & S E C O N D A R Y C O LO R S What are the primary colors? What are secondary colors? How do they relate to the color wheel?

27 WA R M V S. C O L D C O LO R S The color circle can be divided into warm and cool colors. Warm colors are vivid and energetic, and tend to advance in space. Cool colors give an impression of calm, and create a soothing impression. White, black and gray are considered to be neutral.

28 T I N T, S H A D E, & TO N E TINT : Adding white to a pure hue SHADE : Adding black to a pure hue TONE : Adding gray to a pure hue

29 C O LO R H A R M O N I E S - C O M P L I M E N TA R Y Complimentary colors are directly opposite each other on the color wheel. The high contrast of complementary colors creates a vibrant look especially when used at full saturation. This color scheme must be managed well so it is not jarring. Complimentary colors are really bad for text. Never put red typography on a green background.

30 C O LO R H A R M O N I E S - A N A LO G O U S Analogous colors are next to each other on the color wheel. They usually match well and create comfortable designs. Analogous color schemes are often found in nature and are harmonious and pleasing to the eye. Choose one color to dominate, a second to support. The third color is used (along with black, white or gray) as an accent.

31 C O LO R H A R M O N I E S - T R I A D I C Triadic colors are placed evenly along the color wheel. Tend to be quite vibrant. Be careful with balance let one color dominate and the other two support.

32 C O LO R H A R M O N I E S S P L I T C O M P L E M E N TA R Y Split complimentary uses the base color and the two colors adjacent to its complement This color scheme has the same strong visual contrast as the complementary color scheme, but has less tension. Good choice for beginners, because it is difficult to mess up

33 C M Y K v s. R G B

35 H O M E W O R K Create a one page, letter-sized, front and back cheat sheet We will take a short, 30-minute quiz at the beginning of next class

36 H O M E W O R K Watch chapters 1-5 and 11 (Intro to Illustrator and the Pen Tool) Expect to spend minutes

INTRODUCTION TO TYPOGRAPHY DESIGN

INTRODUCTION TO TYPOGRAPHY DESIGN Goals of typographic design Typography plays an important role in how audiences perceive your document and its information. Good design is about capturing your audience