Putting it into words

Putting it into words

SHORTCOURSE

typography

• Style– Serif font – has “feet”• Times, Palatino, Goudy Old Style

– San serif font – sans means without (without “feet”)

• Helvetica, Eurostyle, Franklin Gothic

– Decorative font – considered specialty fonts• (do NOT use in all caps or in large amounts of copy)

•Zapfino, Braggadocia, Chicago House

• Size – there is a hierarchy of size most graphic designers follow– Main Headline – anything above 36 pt.– Secondary Headline – half the size of the

main headline– Body Copy – 9 pt. to 12 pt.– Caption Copy – 7 pt. to 9 point– Bylines – 6 pt – whatever works with the

design (usually under 14 pt.

• Case– ALL CAPS– Sentence style– Headline Style Would Look Like This– SMALL CAPS

• Main (primary)– grabs readers attention & advertises content

• Secondary– provides details that give more info/depth

• Label – gives quick identification with descriptor word(s)

• Informative & insightful• Grabs the readers attention, tells us something or creates a

mood/tone

• Visual/verbal connection• Should work together with photos or artwork through tone,

color, type choices

• Literary techniques• Onomatopoeia – bing, bang, bonk

• Alliteration – she sells sea shells

• Rhyming – flower power

• Play on words/pun – “Entertainment Weekly” masters at this type of headline treatment

examples// color choice • headline styles • artistic touches

Label headline

Use of linking colors

Artistic use signature

examples// color choice • headline styles • artistic touches • proximity • alignment

Dominant headlinePlay on words

Contrasting colorArtistic treatment

Proximity & alignment

examples// color choice • headline styles • artistic touches * layering

What do YOU see?

Contrasting color

examples// color choice • headline styles • use of photograpy • backround layering

What do YOU see?

examples// color choice • using type as art• artistic touches • use of lines

What do YOU see?