clatsop design home ART 225 Computer Graphics  
home computer graphics graphic design type image 3d model resources exercises
 
Type
type is one of the basic design elements that can be used to communicate a message to an audience in creative and expressive ways

Designing with type
typographic elements are used to communicate messages and, similar to graphic elements, must be integrated into the visual design
  • text to be read
  • visual element
Message
type is typically used to communicate a specific message, for example
  • the name of a product
  • title of a book
  • contents of a package
  • date and time of an event


Mood
the visual form of letters can convey a mood that adds to the meaning of the words or communicates different messages
  • appropriate typefaces reinforce words with contrasting meanings, peace-war
  • different typefaces convey different messages, shock or sacred
Format
the function, size and shape of the design format are important considerations when designing with type
  • a poster contains limited information intended to be hung and read at a distance
  • a newsletter contains more extensive information intented to be held and read up close


Terminology
working with type requires the understanding of a few basic terms
  • typeface is the design of a set of letters, numbers and symbols with consistent visual properties, it defines the essential look of characters
  • type style refers to variations in a typeface that create variety while retaining its essential character, including weight (light, medium, bold), width (condensed, regular, extended), angle (roman, italic) and elaboration (outline, shaded, decorated)
  • type font is a complete set of letters, numbers and symbols in a particular face and point size
  • most software use the word font (incorrectly) in place of typeface
Measurement
the various dimensions of type
  • point size is the height of type (1 point = 1/72 inch)
  • body copy is typically between 6 and 14 point, most often between 8 and 12 point
  • display type (larger than 14 points) is used for titles and headlines
  • type leading (also called line spacing) is the vertical spacing between lines of type measured in points, a good rule of thumb is to add two points to the point size for leading
  • specifications for type are typically indicated by size and leading, for example 10/12 indicates 10 point type with12 point leading
  • kerning and tracking refer to the spacing between characters
Classification of typefaces
typefaces can be divided into a few basic categories
  • serif faces have small lines stemming from the strokes forming the letters and usually have varying stroke weights (thick and thin strokes)
  • serif faces are also called Roman faces and can be categorized into old style, modern and slab serif (or Egyptian)
  • sans serif faces lack serifs (sans means without) and usually have uniform stroke weights
  • script faces resemble handwriting and are usually slanted and joined
  • decorative faces are specialized and usually ornate
Considerations
there are a number of issues, concerning both meaning and the form, which should be considered when designing with type
  • is typeface appropriate for message or spirit of design - example one
  • is typeface appropriate for the audience - example one
  • are size and font readable
  • are different type styles used and if so do they compliment each other - example one
  • do letter spacing, word spacing and line spacing enhance legibility
  • is there a hierarchy of type corresponding to emphasis of message - example one
  • does type work as graphic element - example one
  • does type adhere to principles of design (balance, rhythm, hierarchy, unity) - example one and two
  • does type set up a rhythm or flow
  • does type visually express message - example one and two
More examples
using type as an effective design element