Typography Design
When you are designing a visual publication, either print or electronic, you are attempting to communicate to an audience. Just as Training Room 1 made you more aware of how certain elements in an image can influence the perceptions or feelings of viewers, how you compose your actual words can influence the effectiveness of the symbolic meanings associated with the printed text. How you say it is as important as what you say.
The choice of a designer regarding what font to use can reinforce the intended message or negatively impact the message. Typefaces that are used must match with the intended message or contribute to the impression of the visual communication.
Some examples of bad fonts can be seen at:
Many designers have established guidelines or principles regarding effective typography in a visual composition.
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Too much text on a composition creates a cluttered look and makes it difficult for viewers to find the information that they are looking for. Try to group the content into manageable “chunks”.
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You should include plenty of white space around your text (black space).
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A good designer will establish a hierarchy for text with the most important information being larger than secondary information. You want to make it easy for a reader to find the information that they are looking for. Hierarchies can be established by varying the size, colour, visual weight, spacing(kerning), bold or italic of the text.
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Use contrast to draw the viewer’s attention to certain text. Greater contrast makes things stand out. If there is not sufficient contrast between the text and the background, then the text may be difficult to read. Review your knowledge of colour theory!
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Spacing can also be used to indicate relative importance or hierarchy. The main body of text should generally be left-justified (flush-left/ragged-right). Titles or main headings are more likely justified or centered. Care must be given to not space individual letters in words too closely or too far apart as they become hard to read. You need to pay attention to leading (line spacing), tracking (letter and word spacing), and kerning to ensure an easy read of the text.
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Remember your intended audience. Choosing a ‘clean’ but appropriate typeface is important to reinforce the message that you are conveying through your visual composition.
[Guided Search]
Use your internet browser to search for examples of good and bad typography examples. Use the search terms "typography examples" or "good bad typography examples". A very informative website that provides some explanation of why a particular example is good or bad can be found at http://www.webdesignstuff.co.uk/in108/2011/11/12/coursework-6-3-good-bad-typography-examples/.
[share]
With a partner, examine the following images that all contain some commercial brand name. Discuss what makes the actual brand logo effective and why is the bad type example not as effective. Find one or two images of your own and share your thoughts on the typography.
 Toys R Us |  Prada |
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 Nike |  Dodge |
 Disney |
