Chapter Outline

Type as feeling:

Spacing between letters determines a uniform gray.

Each typeface has a rhythm of space.

Letters set loosely become singular elements.

Kerning pairs

Use a face with uniform strokes for knockouts

x- height and counter space are formal factors

sans serif’s  x-heights  are closer to their cap height than the serif

optimal spacing for reading has evenly

alternating strokes and counter forms.

Archetypes aspects of type:

Case . Weight . Contrast . Width . Posture . Style

All convey the same information about the letterforms

The drawing of a typeface displays a rhythm: fast or slow...aggressive or elegant… cheap or reliable.  

Functional qualities are also affected. Color and size are factors. Stylization or neutrality are also factors.

A designer must carefully evaluate his or her typeface selection with audience in mind.

body width . x-height . stroke contrast . modulation . ductus . terminals . spurs . serifs . bowls . shoulders . apertures . eyes . joints . branches . ascenders . descenders .  graphic details

TYPE IS VISUAL. Treat is like you would an image. Don’t separate the two.

Typographic color is similar to chromatic color but deals with changes in lightness and darkness or value.

These values can create distance. Heavy fonts appear closer.

Texture 

scale . weight . scale . weight . value . interline spacing (leading) . letter spacing . text width . character width & weight.  

Typographic texture is a result of how we speak or write.

The sound of a words and their meaning are often connected

Visual structure must evolve out of the verbal structure of language

Voids are the space around the letters.

Letters are positive elements.

Alignments between elements help create directional movement through elements in the format.

Its important to give information an order that allows navigation.

Spatial distinction creates focus.

Distinction and unity

Limiting the degree of stylistic changes helps the viewer unify.

Structure . Detail . Navigation . Color

Chromatic colors can create hierarchy. 

Cool colors seem to recede. 

Warm colors seem to advance.

abc assignment

Shape Expression:

Black & White ABC's

Colored ABC's:

ABC's with pictures:

ch1outline

Seeing form and space

Design Elements: A Graphic Style Manual:

Understanding the rules and knowing when/how to break them.

design is both a verb and a noun.

                          It is the beginning as well as the end,

          the process and product of imagination.

in the industrial way, Graphic design is a cousin to advertising. [Graphic design] seeks to clarify and craft a message into an emotional experience.

Every form no matter how simple or abstract carries meaning.

Our brain uses form to identify something.

Each message and platform creates an identity.

A single element of form isn’t better at communicating

                                                   Than the other.

Line, Mass and Textures communicate before words or

a recognizable image.

Form can feel confident, credible, and on purpose.

The choice of form is important to communicate the right message.

“The idea of formal beauty is highly subjective.”

Visual logic can create meaning on it’s own.

“Space” describes something 3D,

                     applies to something that is, most often 2D.  

Shape of space=format

Form is considered positive space, object or element.

Space is considered negative

Space:form is same as ground:figure.

You cannot alter one without effecting the other.

The activity of the figure/ground is to make sense or logic

Figure-ground reversal

appears positive one min and negative the next.

‘Beautiful’ as a descriptor should be

replaced by the term ‘resolved’

Resolved and refined compositions create clear,

                                    accessible visual messages.

Refined describes form and/or with

                               quality=beautiful compositions.

Being decisive with the visual qualities of a layout is important in design because the credibility of the message shows through confidence.

The picture plane can be flat, textured, or have a 3D effect. 

Abstract Expressionist Poster

Revamped Clyfford Stll

Abstract Expressionist painting using words of the artist (Clyfford Still) as the medium.