3. what is
?
art and technique
of arranging type
copy legibility greater insight
on the subject
of design
create a
well-rounded
design (with layout,
grid & colours)
4. typography
exist to
honor
content.
Like oratory, music, dance,
calligraphy – like anything
that lends its grace to
language – typography
is an art that can be
deliberately misused.
It is a craft by which the
meanings of a text (or its
absence of meaning) can be clarified, honored and
shared, or knowingly disguised.
5.
6. usage of
• type is visual
• typographic colour
• typographic hierarchy
• texture as language
• type as image
• type in the environment
• visual vernacular
• type ownership
in print communication
8. verbal
language
the meanings created by the
visual appearance of both text
and image through carefully
selected typography
visual
language
the literal meaning of words,
phrases and sentences
translate verbal language
manipulate feelings and reactions
11. effects of visual language
There is an infinite range of typographic alternatives that achieve subtle or
dramatic changes in volume and tone of voice.
18. typographic
colour
result from font type, font size,
kerning and leading
visual weight of text
eg. density of a block of text resulting from
the spaces in between alphabets
affects legibility of font
controls message
eg. header, body copy, captions etc
19.
20.
21. examples of density
How typographic control can affect the legibility of your body copy
The tighter the leading (and other type properties)
the more dense the block of text appears