3 Typography
Download as PPT, PDF0 likes590 views
This document outlines the content of a graphic design fundamentals course (GDF 111) that covers topics such as typography, typeface categories, type characteristics including size, line length, style, leading, spacing, format, and layout tips. It also discusses graphic creation using vector and bitmap programs, pixels, file formats, basic photo design, digital cameras/scanning, and considerations for website design such as determining goals, user goals, costs, timelines, tasks, acquiring content, and using talent. The course aims to teach fundamental design principles and skills.
3 Typography
- 1. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 GDF 111 Graphic Design Fundamentals
- 2. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Typography • Typeface- design of the letters • Font- complete set of characters (software typeface) • Above all else, the audience must be able to read it!
- 3. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Typeface Categories • Serif- conservative and highly legible • San-Serif- casual and legible • Scripts- hand written • Novelty-immediate tone setting and hard to read
- 4. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Type Characteristics • Size – Measured in pica or points- 72 points in an inch… 12 points in a pica… 6 picas per inch – Computer screen can be deceptive – Printed proof to see actual size – Web design should be judged on a screen
- 5. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Type Characteristics cont. • Line Length – Measured in pica – Flow to fill predetermined column • Style – Legibility prime concern – Either stick to one type family or they need to be very different
- 6. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Type Characteristics cont. • Leading – Vertical Space between lines – Readability concerns • Spacing – Kerning- space between letters – Word Spacing
- 7. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Type Characteristics cont. • Format – Justified-all lines same length – Unjustified- flush left or right, center and asymmetrical • Style and Content – Visual tone – Affects image of client
- 8. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Type Characteristics Examined • Type • Type • Type • Type • Type • Type • Type • Type • Type • Type • Type • Type
- 9. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Typeface Layout Tips • Serif body/San Title or vice verca • No novelty in body • Italics for emphasis • Never all caps • Limit 2 fonts per page • Limit 3 font sizes per page • Simplify
- 10. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Text Contrast Layout Tips • Contract title and body text for interest • Vary size, weight, style, separation, color differences • Best legibility (black text/white paper) • Reduce legibility (black text/dark paper) • Simplify
- 11. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Text Format Tips • Consistent space • Separate paragraphs with either line space or indent, not both. • 50-70 words per line • Leave plenty of white space • Balance • Look at the whole • Simplify
- 12. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Type Design
- 13. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Type Design
- 14. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Images • Creating Graphics • Illustration- using images that represent or express to make a visual statement • Can show something that cannot be photographed • Purpose- present product, tell story, clarify concept, or demonstrate a service.
- 15. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Basic Types of Graphic Creation Programs • Drawing- Vector programs – Illustrator- draws object… no layers • Paint- Bitmap programs – Photoshop- working in pixels and layers – .bmp .jpeg .gif .pic .tif
- 16. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 What is a Pixel? • Building Blocks • # of pixels and color determine image quality, size and the look of the image • Cannot delete a pixel, just change its color • More pixels, larger file size… so eliminate unnecessary pixels • # of pixels per inch determine resolution, the key to image quality
- 17. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Pros/Cons of Bitmap images • Most appropriate for photo-realistic images and complex drawings • Large file size, inability to resize or scale without effort and loss of quality • Bit-depth determines # of colors that can be displayed by individual pixel • Can grab from screen, scan it, download or capture it • Can manipulate it, adjust it, cut and paste it
- 18. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Pros/Cons of Vector images • Most appropriate for shapes (mathematically expressed) • Can be filled with color and patterns • Use a fraction of the file space as bitmaps • For web, downloads faster • Most programs can export vector to bitmap • Vector images require a plug-in to display on the web (Flash) • Can not be used for photo-realistic images
- 19. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 File Formats • High Quality for printing – TIFF- high image quality – EPS- less common • Compression Formats for Screen – JPEG- photos and illustration – GIF- text, logos and charts – PNG- need transparency around the graphic – PDF- design intact- paper files
- 20. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Basic Photo Design Issues • Aspect Ratio • Scanning and Essential Area- Over scan • Information Density – Watch for information overload – Try not to crowd too much info into one space
- 21. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Digital Cameras and Scanning • Choosing the Best Resolution? – Input and Output • How distribute? 72 for web, 100-300 for printing • Formula for resolution- x 1.5 or 2 • Pros use 1,200 or 2,400 hundred for original and link to file
- 22. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
- 23. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Impact of Photography • Not capturing reality – Fact that camera is there can change things – Editing and Manipulating
- 24. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
- 25. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
- 26. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
- 27. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 What is the goal(s)? • Owner’s Goals – Business aspect = Making money – Measure the audience – Brand Positioning = Personality • User’s Goals – Information – Commerce – Easy – Useable – Identifiable
- 28. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Identifying User Goals • Again, let’s use the website your group is working on. • What would be some user goals for a site? • How would they use the site? • What do they want from this site? • How many steps would be acceptable to perform a task?
- 29. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Determine cost, timeline, and tasks • As a general rule, three variable are time, money, and people. • Budget is total of estimated hours for each task at hourly rate • Have contractors and consultant work off-site and with own equipment, so they are not employees
- 30. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Project Bid • The cover and package • Table of contents • Needs analysis and description • Target audience • Creative strategy • Project implementation • Budget
- 31. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Content Acquisition • Self produced • Third party content sources (clip art, stock footage library, public domain sources) • Public Domain has no owner, but never assume • Copyrighted material can not be used without permission • If in doubt, don’t use it unless you paid for it.
- 32. Subject Name Code Credit Hours GRAPHIC DESIGN FUNDAMENTALS GDF 111 4 Using Talent • American Federation of Television and Radio Artists (AFTRA) or Screen Actors Guild (SAG) • Talent Agency • Auditions and Casting Calls • Union Contracts ($540/8 hour day) • Release Forms • Always think about future use, when working with release forms.