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IAT 102 Graphic Design
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Typography: origin of movable type
Typeface
Grid
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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
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Typography
Content and images taken from: Lupton’s Thinking with Type, Megg’s History of Graphic Design and Jubert’s Typography and Graphic Design
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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.
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Illuminated Manuscripts (1342 A.D.) Celtic, 12th century, Hungary
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Early European block printing (1466 A.D.) - book design
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Gutenberg’s moveable Type in Europe (1453-1455 A.D.)
metal type
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Chinese movable type (c. 1300 B.C.)
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Letterpress technology a classic typographic page
Typographic design is not only an act of mark making, but also of spacing.
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Typographic design
with white space
Emil Ruder, 1967
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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.
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Typeface
Content and images taken from: Craig’s Designing with Type and Saffer’s Designing for Interaction
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Typefaces
commonly called fonts
categorized into two groups called
serif
sans-serif
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(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)
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Typeface, serif + sans serif
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Old Style Font:(Centaur)- Axis inclined- Moderate contrast
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Transitional Font:(Baskerville)- Axis vertical- Moderate contrast
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Modern Font:(Bodoni)- Axis vertical- strong contrast
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Egyptian Font:(Rockwell)- low contrast- strong serifs
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Sans Serif Font (Grotesque):(Helvetica)- no serifs
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widow
A single line on the top of a page is also called widow
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orphan
if the first line of a paragraph appears on its own at the bottom of a page, we call it an orphan
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widows and orphans
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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.
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Grids are the underlying structure of any document.
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A grid system helps designers organize information into a coherent pattern.
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A grid is a reusable system for multi-page and/or multi-issue publications.
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single-column grid
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single-column grid
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multi-column grid
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multi-column grid
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How to work with a grid?
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1. Select a page format and a type area
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2. Divide type area into columns
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3. Insert horizontal divisions
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4. Choose appropriate font sizes
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Josef Müller-Brockmann
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Grid systems in graphic design,
Josef Müller-Brockmann, Niggli, 1981, Zurich
Josef Müller-Brockmann
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