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Putting it into words

Putting it into words. typography. SHORTCOURSE. Typography basics. Font Families with different variations One family can have very different effects Example – Helvetica normal Helvetica Bold Oblique Helvetica Bold Helvetica Regular Helvetica Oblique Helvetica Outline.

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Putting it into words

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  1. Putting it into words typography SHORTCOURSE

  2. Typography basics • Font • Families with different variations • One family can have very different effects Example – Helvetica normal Helvetica Bold Oblique Helvetica Bold Helvetica Regular Helvetica Oblique Helvetica Outline

  3. Typography basics • Style • Serif font – has “feet” • Times, Palatino, Goudy Old Style • San serif font – sans means without (without “feet”) • Helvetica, Eurostyle, Franklin Gothic • Decorative font – considered specialty fonts • (do NOT use in all caps or in large amounts of copy) • Zapfino, Braggadocia, Chicago House

  4. Typography basics • Size – there is a hierarchy of size most graphic designers follow • Main Headline – anything above 36 pt. • Secondary Headline – half the size of the main headline • Body Copy – 9 pt. to 12 pt. • Caption Copy – 7 pt. to 9 point • Bylines – 6 pt – whatever works with the design (usually under 14 pt.

  5. Typography basics • Color • Remember – colors show tone and mood. They are symbolic of emotion red = fire and passion, speed, blood, fire blue = calm, true, cold, stability, harmony white = cleanliness, purity, innocence yellow = joy, happiness, hope, sunshine, cowardly, hazardous purple – royalty, transformation, spirituality orange – energy, balance, warmth, demanding attention green – nature, health, renewal, jealousy, envy brown – earth, stability, outdoors, endurance

  6. Typography basics • Case • ALL CAPS • Sentence style • Headline Style Would Look Like This • SMALL CAPS

  7. Headline Parts • Main (primary) • grabs readers attention & advertises content • Secondary • provides details that give more info/depth • Label • gives quick identification with descriptor word(s)

  8. Content Driven • Informative & insightful • Grabs the readers attention, tells us something or creates a mood/tone • Visual/verbal connection • Should work together with photos or artwork through tone, color, type choices • Literary techniques • Onomatopoeia – bing, bang, bonk • Alliteration – she sells sea shells • Rhyming – flower power • Play on words/pun – “Entertainment Weekly” masters at this type of headline treatment

  9. examples// color choice • headline styles • artistic touches Label headline Use of linking colors Artistic use signature

  10. examples// color choice • headline styles • artistic touches • proximity • alignment Dominant headline Play on words Artistic treatment Contrasting color Proximity & alignment

  11. examples// color choice • headline styles • artistic touches * layering What do YOU see? Contrasting color

  12. examples// color choice • headline styles • use of photograpy • backround layering What do YOU see?

  13. examples// color choice • using type as art• artistic touches • use of lines What do YOU see?

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