1.01A
What’s the purpose of design?
To grab the reader’s attention
•Accomplished through:
•Typography
•Design Principles
•Design Elements
Ornamental Typefaces
•
Designed strictly to catch the eye
•
Should be used sparingly.
•
Can be hard to read.
•
Used for decoration
•Should never be used in body text
•Examples
•Algerian
•Bauhaus
What’s the personality?
Font
choice should convey the meaning or
personality that matches the purpose of the
design
•Examples:
•Sympathy Card – Script
•Flyer Heading
– Decorative
Lines
Can be any size, shape, texture, pattern or direction
•Can be straight or curved
Texture
Used to convey a sense of touch or feel
Typography
the style, arrangement, and appearance of text
•Text should:
•Be appropriate for the medium used
•Increase readability
Script Typefaces
•
Appear to have been written by hand
•
Should never be keyed in all caps
•
Conveys a formal mood
•
Examples
•French Script
•Brush Script
•Bradley Hand
Is the font for digital or print display?
Consider the medium –•Testthefontto see if it is legibleonthe intendedoutput•Test the Size – the vertical height of a character•Test the Style – bold, italic, fill color, stroke color, shadow, small caps•Test the Spacing•Leading– vertical spacing between of lines of text•Kerning– horizontal spacing between pairs of letters•Tracking– horizontal spacing between all the characters in alarge block of text.
Space
Positive Space – length, width, and depth of objects
•Negative Space – “white space”▫the distance between objects▫Necessary to avoid clutter; gives a design breathing room
•Example: Two shapes on a page are positive space. The space between them is negative space.
Color
Evokes Emotion
Sets tone or mood
Color Themes
Cool Colors
- blue, green, violet
▫Considered calming
Warm Colors – red, orange, yellow
▫Considered exciting
Neutral Colors – beige, ivory, taupe, black, gray, white
▫Unify a design
▫Can add or detract
▫Can create movement and lead the eye
Typeface Categories
Typeface – the basic design of a character•Typefaces can be divided into four main categories.•Serif•Sans Serif•Ornamental•Script•Symbol
Font Style
•
The font style refers to the slant, weight and
special effects applied to the text.
•Examples:
•Bold
Leading
•
Vertical spacing between lines of text.
•
Pronounced “led-ding.”
•Referred to as line spacing
•Single Space
•Double Space
Shapes
•
2-dimensional space
•
Enhances a publication
•
Shapes can be:
▫
Geometric – triangles, squares, circles.
▫Organic – natural or man-made shapes
leaves, flowers, cars
▫Abstract – a blend of both
Color Harmony
Create harmony by choosing pleasing color
combinations from a color palette
Serif Typefaces
Have strokes at the tips of the letters
•Easier to read for printed body text
•Examples:
•Courier
•Times New Roman
Monospaced Typefaces
•Each character takes up the same amount of
horizontal space
•Harder to read in large bodies of text
Courier is monospaced
Kerning
Horizontal spacing betweenpairsof letters•Used create a more visually appealing andreadable text.•BOOK – before kerning.– after kerning the O’s.
Form
•3-dimensional space
added to objects by
the addition of
shadows, tone, or
color transitions
Color Schemes
Complementary color scheme
– any 2 colors
directly opposite each other on the color
wheel
▫Examples: Red/Green, Purple/Yellow
Sans Serif Typefaces
No strokes at the tips of the letters
•Easier to read on digital displays
•Examples:
•Arial
•Verdana
Proportional Typefaces
•Proportional
•The amount of horizontal space each character takes up varies.
•An i is not as wide as an m and receives less space.
•Better for body text
Times
Tracking
Horizontal spacing between all characters in a large block of text.
•Makes a block of text more open and airy or more dense.
•Used to expand or contract a block of text for the purpose of aligning two columns
Mass
The size or amount of space taken up by an
element.
•Used for emphasis
Analogous
color scheme
any three colors
which are side by side on a 12 part color
wheel
Example: yellow-green
, yellow, and yellow-orange.
▫Usually one of the three colors predominates.