1

Type as a Form of CommunicationPresentation on How to Communicate Effectively With Type – PART 1

2Destruction

• An accepted wisdom states that 90% of the creative process is destructive.

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Destruction = Removal

• 90% of the creative process is removing information and

simplifying a message. I would call this the removal of

noise!

As a result:90% of the creative process is removing noise.

4Content

On the following pages we will cover:

• Context• Task 1 – Research • Task 2 – Make an informed decision

5The Context

• Everything exists in a context. • From Latin contextus putting together; it means: the

circumstances in which an event occurs; a setting (from: www.thefreedictionary.com)

• Think of someone coughing. What could that mean? The person may be sick, someone around may be smoking, the person may have swallowed a substance accidentally. To understand the reason for the cough we need to look at the context.

6The Context

• Text is information with visual clues and needs to relate to a context.

• When choosing a typeface think first about the context

1. What subject or cause does the text relate to?2. Who is your client or who is represented by the text?

7The Context

• Which of the font choices below relate the best to the context?

8The Context

You need to learn what style of typeface suits what context and increase your font sensitivity! Learn about :• Genres, eg Film Genres, Game Genres, …• Eras (The Roaring 20s, Late 60s, 80s, our time)• Art Movements (eg Italian Futurism, Russian Constructivism,

German Expressionism, Art Deco, Art Nouveau, etc)• Graphic Design Styles (International or Swisse Style, Punk,

Deconstructivism)• Themes, Styles and Subcultures (Football, Rugby, UFC,

Wrestling, Tennis, Heavy Metal, Punk, Ska, …)

9Task 1

1. Use Google and collect 5 images as examples of titles for the following:

• Wild West movie title• Sci-Fi movie or book title• Film Noir film title• Wedding Day or Wedding Invite• 70s retro/revival night2. Collect your examples in a basic PowerPoint show with

a title for each section and the samples arranged in one slide per theme/genre.

10Task 2

1. Choose 3 typefaces for titles for the following:• Wild West movie title• Sci-Fi movie or book title• Film Noir film title• Wedding Day or Wedding Invite• 70s retro/revival night

You might need to install some fonts on your computer first. I recommend to get free fonts from www.dafont.com Visit this tutorial to learn how to Install Fonts in Mac OS X Install Fonts in Windows 7

2. Place your examples in a basic PowerPoint show with a title for each section and the samples arranged in one slide per theme/genre.