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Typography
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TypographyMILTON GLASER, 1977
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Typography can be used to communicate:
tone of voice
personality
age
gender
mood
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Two Major Font ClassificationsSerif
Typefaces with embellishments added to the basic form of a character (ex: Baskerville)
Sans Serif
Typefaces with no embellishments added to the basic form of a character (ex: Helvetica)
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1. This is an example of a sans serif font
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2. This is an example of a serif font
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In communicating a message,
a balance has to be achieved between the visual and verbal
aspects of design.
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Visual language
Meanings created by the visual appearance of both text and image
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Verbal Language
Literal meaning of words, phrases and sentences.
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Visual language can control the interpretation of verbal language
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VISUAL LANGUAGE = CHOCOLATE, HAPPINESS
Greenpeace’s campaign to raise awareness of the impact of deforestation.
VERBAL LANGUAGE = KILLER
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Herb Lubalin, graphic designer/typographer, 20th century
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Leading
The space between lines
TEXT TEXT TEXT TEXT TEXTTEXT TEXT TEXT TEXT TEXT LEADING
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TrackingAdjusting the space between an entire block of text
T E X T T E X T T E X T T E X T T E X T T E X TTRACKING
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Kerning
Adding or subtracting space between specific pairs of characters
TEXT TEXT TEXT TEXT TEXT TEX TKERNING
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