Typography Controlling Visual Hierarchy Introduction to Grid Theory Design Consistency
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1 Typography Controlling Visual Hierarchy Introduction to Grid Theory Design Consistency ART-2413 Fall 2017 Typography Controlling Visual Hierarchy Introduction to Grid Theory Design Consistency ART-2413 Fall
2 Typography Structure Space: Kerning, Tracking, Leading Tips 2
3 Structure descender line Typography Structure Space: Kerning, Tracking, Leading Tips 3
4 Shape and Space Shape and Space We think typography is black and white. Typography is really white. It s not even black. It is the space between the blacks that really makes it. In essence, it s like music. It s not the notes. It s the space between the notes that makes the music. - Massimo Vignelli, Helvetica 4
5 Kerning: An adjustment of the space between two letters. Tracking: Adjusting the overall spacing of a group of letters is called tracking or letterspacing. Leading: The distance from the baseline of one line of type to another is called line spacing. It is also called leading, in reference to the strips of lead used to separate lines of metal type. 5
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10 This is the default. It s not bad, but it s not great. Default should be avoided. So I did. J 11 pt. text at default leading 11 pt. text at 16 pt. leading 10
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13 Typography Structure Space: Kerning, Tracking, Leading Tips 13
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27 Typography Controlling Visual Hierarchy Introduction to Grid Theory Design Consistency ART-2413 Fall
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29 Typography Controlling Visual Hierarchy Introduction to Grid Theory Design Consistency ART-2413 Fall 2016 HISTORY Recognition of proven behaviors of human reading styles, especially in relation to western languages Made popular by International Typographic Style (aka Swiss Style) Modernism: Graphic Design origins and relation to structural disciplines like architecture Helvetica (documentary) and lectures for Project 4 and 5 will further explain the obsession with THE GRID - 3
30 HISTORY The grid system is an aid, not a guarantee. It permits a number of possible uses and each designer can look for a solution appropriate to his personal style. But one must learn how to use the grid; it is an art that requires practice. Josef Müller-Brockmann - Josef Müller-Brockmann (see years of first 2 designs!) Get ready.. Link will be online to watch this again. It is an informative video, but information delivery is VERY FAST
31 LAYOUT DECONSTRUCTION Josef Müller-Brockmann FIRST see the grid structure. 5
32 project_modules/disp/ 5afb a24261.jpg content/uploads/sites/2/cache/2015/11/12- diagonal-2/12-diagonal-2-530x1314.jpg 28/2d/ c7/282dc7cefa5f50a31293c d1a32.jpg 6
33 Grid Visual Hierarchy Flow/Read of Page Color Consistency, Style Grid Visual Hierarchy Flow/Read of Page Color Consistency, Style Grid Visual Hierarchy Flow/Read of Page Color Consistency, Style Grid Visual Hierarchy Flow/Read of Page Color Consistency, Style Grid Visual Hierarchy Flow/Read of Page Color Consistency, Style 7
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