Intro to Typography:  Class 3

This course provides an overview of the basic fundamentals of type design as it applies to graphics, advertising, and other areas of visual communication. It focuses on how typography can be used as a communicative device as well as a graphic, compositional, and expressive element. 

1.  Review
  • What is a concordant relationship?
  • What is a conflicting relationship?
  • What is a contrasting relationship?
  • Share examples of bad or poorly used typography
2.  Prezis
  • Creating Visual Hierarchy with Typography:  Please click here to view the Prezi.  Then, you can then use the left and right arrow keys to move forward and backward through the "slides".  
3.  In-class exercise
  • Visual Hierarchy Exercise
    • You will design a promotional advertisement for a local art exhibit 4 different ways
    • Use all of the text provided  ​(click here to download), but feel free to modify the date formats.
    • The text has been provided in no particular order—it is up to you to determine the order of importance.
    • Using www.canva.com create an ad that is a 5" x 7" announcement.
    • You may choose to prioritize the text differently in your variations; but ensure that you have a reason behind your hierarchical choices.
    • Variation #1:  Using a concordant relationship, work with one type family and organize and prioritize the content in your black and white ad.
    • Variation #2:  Create contrast by playing with size, weight, positioning, and alignment in your black and white ad.
    • Variation #3:  Introduce shapes/lines/bars/etc as a graphical element; also create even more contrast by playing with size, weight, positioning, and alignment in your black and white ad.
    • Variation #4:  Create even more contrast by introducing color. 
4.  Font Websites 5.  Additional Reading 6.  Videos 7.  Key Terms/Concepts
  • Visual hierarchy - refers to the arrangement or presentation of elements in a way that implies importance; it influences the order in which the human eye perceives what it sees
  • Primary type - the typography on the page with the most visual weight, such as main headers or display quotes; purpose of primary type is to bring readers into the overall design.
  • Secondary type - everything else that is not the main content; can include captions, subheads and navigational or static type elements.
  • Tertiary type - main body copy. There is one thing to remember about tertiary copy: It must be readable. Little else matters when it comes to the design style of this type level.
  • Art type - type used as a graphic element. This can include banners or logos, or images composed of lettering or any other ornate of heavily-designed typographic element. Typically art type consists of only a single word of letter and is not part of what people are expected to “read” in the overall design.
​8.  Homework
  • Bring in examples of strong uses of typography
TEXTBOOK
  • Textbook is not required

SESSIONS
  • 4 sessions
  • Campus map can be found here.