4. They’re NOTFONTS!

5. Typeface = set of letterforms and glyphs in a certain style Example: Arial Font = set of letterforms and glyphs from a typeface in a particular weight and size Example: Arial Bold 12pt Typography

6. Typographic Anatomy

7. Typographic Anatomy

8. Serif / San Serif / Script Most readable (print) = serif Most readable (electronic) = san serif Typographic Taxonomy

9. Display / Body Display = NO MORE than 5 lines! Display = good for Headlines Captions Pull-quotes Body = block paragraphs Typographic Taxonomy

10. Color Hue : position on the color wheel Primary Secondary Tertiary

11. Color Value : lightness/darkness Tint – lighter than pure hue Shade – darker than pure hue

12. Color Saturation : intensity of color High saturation – “vibrant” “bright” Low saturation – “neutral” “muted”

13. Color Monochrome Uses only tints and shades of a single hue Examples: “black and white” “sepia”

14. Color Analogous Adjacent hues on the color wheel “Same family”

15. Color Complimentary Red/Green Blue/Orange Yellow/Violet

16. Color Relationships Relative to the “PURE” Hue Saturation Value Relative to OTHER COLORS Monochrome Analogous Complimentary Accent

17. Exercise

19. Select typefaces to match each of the adjectives listed. Create color schemes (using paint chips) for at least 5 different adjectives.Assignment