Summary
Typography is concerned with the determination of the appearance of the printed page and it is a key component in communication. It should honour the content and contribute to the tradition. Typefaces are designed to fulfill the needs of their time contribute their small part to the knowledge accumulated across the centuries. The spirit of continuity is crucial and even though throughout centuries it has been changed and adapted, it has always is legible.
‘Righter’ and Wronger’ approaches: conflicts in typography
- There are principles and rules (limitation) in using typography to convey meanings
- Jan Tschichold and Max Bill: German typographers’ debates
- Wim Crouwel and Jan van Toorn: Dutch graphic designers had radio debate about the role of the designer in society and their duty in interpreting content, should there be an individual hand? Contribution of designers work with media.
- Robin Kinross (Modernist) and Jeffery Keedy (Post-modernist): the way reader reacts to the uses of typography
Seminar
- Typography and graphic design is all around us.
- Technology has changed.
Graphic Design:
-A subtle way of communicating meaning.
- Typography is now very accessible.
- Since type is so accessible, it’s harder to come up with revolutionary ideas. However, if you’re creative ad work hard then it is still possible.
- The designer’s role is to communicate the intention clearly. When you struggle to read something it is very bad design.
- Graphic designers should communicate elegantly and clearly.
Importance of typography today
- We live in a rushed society with busy life styles and so typography has to communicate a message clearly and quickly. i.e. Posters in the tube.
- Relativity to particular audience in a particular culture.
- Convey the right intention of the writer. Poor chosen type can destroy the meaning.
- It is a visual language.
- It has to compliment the content.
- It creates a certain personality to the word/text.
How typefaces affect perception
- As a reader, we have stereotypical views on the chosen type i.e. Bold, Red, Arial Black: Cautious/ Harmful. – Type has to lead audiences to covering the right message
- Designers need to pay attention to details of content: -meaning
- Easy typeface has its own meaning: each individual.
- Typography affects your judgement of text.
- Typefaces are reflection of the creator of the content.
- Branding
Favourite typeface:
- Century Gothic
- Helvetica
- Typograph Pro Ultra Light
- Myriad Pro
- Baskerville
Elements of good design
- Grid and consistency
- Layout and alignment
- Typeface size and leading
- Colours are important
Walker Design 