THE. Fundamentals GRAPHIC DESIGN DEGREE PROGRAM COUNTY COLLEGE OF MORRIS. Typography II ADJ UNCT ASSISTAN T PROF ESSOR GAYLE REMBOLD FURBERT

Transcription

1 THE Fundamentals GRAPHIC DESIGN DEGREE PROGRAM COUNTY COLLEGE OF MORRIS Oftype ADJ UNCT ASSISTAN T PROF ESSOR GAYLE REMBOLD FURBERT

2 THE Fundamentals Oftype

3 Objectives To stack headlines and titles for maximum impact To apply capitalization and punctuation Factors to consider when setting text in boxes Fine-tuning of letter spacing Interline Spacing - Leading

4 Focus on the Fundamentals Building skills from the basics is essential Start with kerning, leading and letter spacing The essentials matter most with display type Display type is used for headlines, titles and is meant to grab the reader s attention

5 Stacked Display Type Titles and headlines can be set on a single line Or they can be broken into two or more lines This option is called stacked type Stacked type can be set larger Stacked type enhances readability by breaking words into meaningful groups

6 Breaking Words into Groups Read and understand the text Keep modifiers (adjectives) and adverbs together with the words they effect Don t split first names and last names Avoid the use of hyphens Try to place important words in the message first

7 Putting the Stack in Order To create order, format the text using alignment Flush-left alignment is the most common format This also referred to as ragged-right This format is the most readable alignment The aligned-left edge helps unite the separate lines that make up the headline

8 More About Alignment Flush-right alignment places emphasis on the end of the sentence This is also referred as ragged-left Centered alignment imposes symmetry on the text Since both flush-right and centered type slows the reader use it with discretion

9 More About Alignment Justified alignment appears static This is when type is aligned flush on both sides Newspaper body copy is often set justified Since headlines have fewer words, this is not a good formatting choice

10 Examples: Headline Alignment This headline is aligned flush-left This headline is aligned flush-right This headline This headline is centered Is justified

11 There is Another Choice Asymmetrical alignment allows more freedom for the designer This format allows you to place words in a manner that creates an interesting rhythm This headline is not conventionally aligned Stacking also creates a compact design element

12 Fine-Tuning Alignment Formatting Our alphabet consists of very diverse shapes (C, T, O, A, V) Flush-left headlines will look indented with any of these letters To maintain the look of precise alignment requires adjustment and fine-tuning

13 Alignment Adjustment BEFORE AFTER

14 Fine-Tuning and Punctuation Punctuation marks are smaller and lighter than letter characters Therefore they appear indented and destroy the implied vertical alignment The solution is to hang the punctuation - allow it to hang out beyond the aligned edge! In this Headline Quotation Marks Were not Reduced or Hung In this Headline Quotation Marks Were Reduced and Hung

15 Are Your Quotes Smart? Typewriters of the past created straight quotation marks Today we have a choice - we can use curly quotation marks or smart quotes These look far more professional than straight ditto marks Helpful hint - when setting display type, reduce the size of punctuation marks Straight Quotes Curly Quotes

16 Capitalization Formats The style of capitalization affects readability SETTING TYPE IN ALL CAPITALS SLOWS READERS DOWN.why? Lowercase letters have greater shape contrast we recognize the overall shape of words Easiest to read? Sentence style (down style); the first letter of the first word and proper names are capped

17 More on Capitalization Formats Headline style or leading caps (up style) - are when all major words are capped Prepositions, articles, and any conjunctions that have four fewer letters are not capped Prepositions: at, by, down, for, from, in, into, like, near, of, off, on, onto, over, to, etc Conjunctions: and, but, or, yet, for, nor, so, as, if, once, than, that, till, when, etc Articles: a, an, the

18 Text within Boxes Carefully consider the function and effect of creating text in a box Consider weight, size and position of the type in relation to the container The weight of one element should not overpower the weight of another element Pay attention to the weight, size and position of the type in relation to the box. Pay attention to the weight, size and position of the type in relation to the box. Pay attention to the weight, size and position of the type in relation to the box.

19 Text within Tinted Boxes When setting text within boxes using a tint or shade following the 50% rule Reverse type with the use of 50% or darker Black type with the use of 50% or lighter White type on 50% or darker Black type on 50% or lighter

20 Tracking Tracking is the overall adjustment of letter spacing throughout entire words Display type almost always requires adjustment As type size increases the space between characters increase It is common to tighten up the tracking when using display type

21 Letterspacing On the other hand, sometimes display type is given a decorative effect by setting the tracking very wide by adding spaces This effect, called letterspacing, makes readers slow down and see separate letters before they read the words

22 Kerning Kerning is a term that refers to the removal of space between letters Letter with diverse shapes my require kerning Always check for those letter combinations that appear awkward and kern appropriately Year Over

23 Fine-Tune Your Tracking In general, the term tracking is used interchangeably when adding and/or subtracting space between words and letters Consider the amount of tracking applied Extreme spacing severely affects readability

24 Interline Spacing - Leading The space between lines of type is called leading Leading is measured baseline to baseline Several factors influence the choice of leading: - The characteristics of the font - The feeling the designer wants to convey - And by fashion trends of a specific period

25 More on Leading Set solid refers to leading that is equal to the point size, such as 10/10 or 12/12 Negative leading is when ascenders and descenders actually overlap The default for auto leading is 120% of the point size of the type

26 Summary Discussions centered on display type The large type that forms a reader s first impression Stacking the type allows it to be set larger Allows words to be set into meaningful word groups And unite it into a compact design element

27 Summary Capitalization and punctuation used in display type was discussed We examined how to set text within boxes We focused on fundamental issues such as: alignment, leading, tracking and kerning And remember quiz next week