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IAT 102 Graphic Design

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Typography: origin of movable type

Typeface

Grid

Design elements essential to good visual communication:

Shape and Form

Spatial Awareness (layout and grid systems)

Typography: understanding what type is + how to work with it

Dynamics, Emphasis and Contrast

Using Colour for emphasis, orientation or decoration

Typography

Content and images taken from: Lupton’s Thinking with Type, Megg’s History of Graphic Design and Jubert’s Typography and Graphic Design

Psalter-HoursEnglish, 13th Century A.D.Walters Art Museum, Baltimore, MD.

Before the invention of the printing press, handwritten documents were riddled with errors.

Scribes invented visual, artistic ways to salvage these laboriously crafted objects.

Illuminated Manuscripts (1342 A.D.) Celtic, 12th century, Hungary

Early European block printing (1466 A.D.) - book design

Gutenberg’s moveable Type in Europe (1453-1455 A.D.)

metal type

Chinese movable type (c. 1300 B.C.)

Letterpress technology a classic typographic page

Typographic design is not only an act of mark making, but also of spacing.

Typographic design

with white space

Emil Ruder, 1967

Leading refers to the thin strips of lead that divide the horizontal lines of type.

A font size is determined by the entire piece of metal.Therefore, not all 10pt. fonts look exactly the same - they can have differing x-heights.

origin

Letter

anatomy

Typeface

Content and images taken from: Craig’s Designing with Type and Saffer’s Designing for Interaction

Typefaces

commonly called fonts

categorized into two groups called

serif

sans-serif

(top) Garamond circa 1500s and (bottom) Gill Sans 1927 typeface

Serif typefaces are easy to read and are excellent for long passages of text (e.g. books)

Sans-serif typefaces are generally used for shorter passages of text and for text that is meant to be scanned quickly (e.g. signage)

Typeface, serif + sans serif

Old Style Font:(Centaur)- Axis inclined- Moderate contrast

Transitional Font:(Baskerville)- Axis vertical- Moderate contrast

Modern Font:(Bodoni)- Axis vertical- strong contrast

Egyptian Font:(Rockwell)- low contrast- strong serifs

Sans Serif Font (Grotesque):(Helvetica)- no serifs

widow

widow

A single line on the top of a page is also called widow

orphan

if the first line of a paragraph appears on its own at the bottom of a page, we call it an orphan

widows and orphans

Typeface is an important choice in any visual interface, providing not only a platform for useable, readable, and clear labels and text, but also personality.

word spacing

word spacing

word spacing

line length

line length

line length

Grids

Grids are the underlying structure of any document.

A grid system helps designers organize information into a coherent pattern.

A grid is a reusable system for multi-page and/or multi-issue publications.

single-column grid

single-column grid

multi-column grid

multi-column grid

modular grid

modular grid

How to work with a grid?

1. Select a page format and a type area

2. Divide type area into columns

3. Insert horizontal divisions

4. Choose appropriate font sizes

Josef Müller-Brockmann

Grid systems in graphic design,

Josef Müller-Brockmann, Niggli, 1981, Zurich

Josef Müller-Brockmann

Announcements:

- Pop Quiz next week

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