Read:
Designing with Type
C-3 Typography, pg 49-55
- Type is Denotative (DIRECT)
- Type is Connotative (SUGGESTIVE)
Type as Form & Shape:
- Postive (Form) & Negative (Counterform) Shapes
- Word Outline Shapes (CAPS vs U&lc)
- Individual Letter Forms (Open vs Closed)
- Letter Types such as Weights, Italics, Caps (All & Sm/Lg), U&lc
Type as Visual Communication
”Before you choose a typeface, clearly define the audience, tone, personally
and attitude of what you are try to communicate and how you want to say it.”
- Type as the Voice of the Sender
- Type as the Packaging the Message
- Type in the Vernacular of the Audience
Selecting the Right Type
Appropriateness:
- Audience, Design Concept, Message, Communication Requirements & Context
• Is it Display or Text? Is it Print or Screen?
- How type functions and/or how it will be seen
• Narrow Choices Down
- Suitability of Purpose
• Consider the Voice of the Typeface
- Emotional Tone of the Font Family and its Classification
• X-height of the Typeface
- Small vs Large & Open
• Notice Counter Shapes
• Check Legibility
• Check Readability
• Check Letterspacing & Tracking
• Is the substrate Paper (Print) or Screen (Digital)?
• Sufficient Character Sets and or Family (Weights & Variations)
• Value Contrast between Typeface & Background
Integrating with Images:
- Share Visual Characteristics?
- Contrasting Visual Characteristics?
- Should Typeface be Neutral?
- Should Typeface Dominate / or Should Image Dominate?
- Should Typeface and Image Operate Independently and/or Collectively?
