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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