1 / 20

Week 2: Typography

Week 2: Typography. Five Principles and Six Groups. Typography.

jag
Download Presentation

Week 2: Typography

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Week 2: Typography Five Principles and Six Groups

  2. Typography • Five guidelines for picking and using fonts (adapted from Dan Meyer’s article “What font should I use?”: Five principles for choosing and using typefaces, found at http://www.smashingmagazine.com/2010/12/14/what-font-should-i-use-five-principles-for-choosing-and-using-typefaces/ .) • Dress for the occasion • Know your families: Grouping fonts • Don’t be wimp: The principle of decisive contrast • A little can go a long way • Rule number five is “there are no rules”

  3. Dress for the occasion • Appropriateness is the acid test that should guide your choice of font.

  4. Know your families • Old Style • Oldest typefaces (Times New Roman, Garamond, Baskerville) • Best for Body Text

  5. Know your families • Modern • Geometric, sharp (Onyx, Bodoni) • Not good for extensive body copy

  6. Know your families • Slab serif • Very specific, yet often contradictory, associations (Courier, Rockwell) • Most often used in ads and children’s books, because of their association powers

  7. Know your families • Sans serif • Strict geometric form (Helvetica, Franklin Gothic, Arial) • Good for headlines, subheads

  8. Know your families • Script • Use sparingly, “stunning” (Brush Script MT, Freestyle Script, Parchment) • Wedding invitations?

  9. Know your families • Decorative • Only for ads, please! (Jokerman, Algerian, Rosewood Std Regular)

  10. Don’t be wimp: Use decisive contrast • Size • Weight • Structure • Form • Direction • Colors

  11. Size • Use a stark contrast, not 12-pt. vs. 14-pt. • If you use an item in unusual size, see if you can use it elsewhere.

  12. Weight • Refers to the thickness of the strokes (regular, bold, extra bold, etc.) • If the contrast in weight is not strong enough, it will look like a mistake.

  13. Structure • Never put two typefaces from the same category on the same page. • The best families to use for different structures are Sans serifand Serif.

  14. Form • Refers to shape, e.g., upper and lowercase letters or Roman vs. Italic font

  15. Direction • Type on a curve/slant; and horizontal type vs. columns

  16. Colors • Not just red, white and blue, but good use of bold and different weights. Experiment with the “colors” of black text.

  17. A Little Can Go a Long Way • “Do not exceed recommended dosage.”

  18. A Little Can Go a Long Way

  19. Rule Number Five Is “There are No Rules” • There are only conventions, no ironclad rules. • Do your best to follow the conventions.

  20. Huh?

More Related