Typography

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Typography

• and Graphic Design

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History of Printing

• Perhaps as early as 1500 B.C.E. on a Greek island
  movable type was used.
• Movable type in China (9th century) using clay
  and wood.
• Movable bronze/copper type in Korea (12th
  century)
• Gutenberg Press using lead type invented in 1452
  in Germany (180 Bibles completed in 1456).

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Necessary Technologies

• Lead, tin, antimony mixture soft enough to mold
  into letters, hard enough to withstand thousands
  of impressions
• Ink made of linseed oil and soot
• Gutenberg preferred parchment that could be
  printed on both sides
• Book bindings with front/back covers sewn into
  the individual pages.

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Writing/Typography

• Writing only exists when a symbol system is
  agreed upon (pictographs, ideographs, letters,
  etc.)
• There were as many as 44,000 Chinese logograms,
  now around 1,000 basic characters each
  representing a word
• Alphabets represent sounds of a spoken language,
  hence far fewer symbols are needed.

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Designing with Type

• Concordant using only one typeface family keeps
  a page harmonious, though sometimes dull
• Conflicting When typefaces are similar but not
  quite alike they conflict and can disturb the
  viewer
• Contrasting Using typefaces that are clearly
  different often help create interesting dynamic
  designs

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Designing with Type
You can use a single typeface on a page, and just
make minor changes. You will avoid making a
design mistake, but it is often boring!
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Designing with Type
If you use multiple typefaces make sure they
contrast. If the typefaces are not sufficiently
contrasted they will conflict!
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Designing with Type
If you use multiple typefaces make sure they
contrast. If they do, communication will be
enhanced. And, that is the goal!
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Categories of Type

• Oldstyle

Com 240Baskerville Oldface
Oldstyle typefaces are very good for large
amounts of body copy because they are highly
readable.
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Categories of Type

• Modern

Com 240 Bodoni MT Poster Compressed
Moderns work best when they are set very large.
They are not a good choice for body copy. They
have a cold elegant feel.
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Categories of Type

• Slab Serif

Com 240 Rockwell
Slab serifs can be used for body copy but they
will appear heavier and darker than Oldstyle.
Often used in childrens books.
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Categories of Type

• Sans Serif

Com 240 Arial
Television graphics use sans serifs almost
exclusively because they reproduce well on the
screen. In print they are often used in
Headlines. They have an informal feel.
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Categories of Type

• Script

Com 240 Edwardian Script
Scripts look like handwriting. Use sparingly.
Never ALL CAPS! See what I mean? Can be quite
stunning especially if set very large.
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Categories of Type

• Decorative

Com 240 Frazzle
Useful for special effect. Dont even think about
using it for body copy! Make sure it fits the
feel of your design and enhances communication.
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Type Contrasts

• Size (big vs. little)
• Weight (the thickness of the stroke)
• Structure (never use different typefaces from the
  same category on the same page)
• Form (all caps vs. lowercase, and Roman vs.
  italic)
• Direction (horizontal vs. vertical, slant)
• Color (black vs. grey, cool vs. warm, etc.)

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Further Design Considerations

• Space
• Balance
• Formal (axial)
• Informal (dynamic, asymmetrical)

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