TYPOGRAPHY - Adding STYLE to Text

Typography is the ART of arranging how text is displayed in your pieces.
For Example - here's the title for a Movie Poster project:
Attack-of-the-Killer-Tomato.jpg
As the designer, you have choices with regard to the:
  • SHAPE of text - ie. TypeFace (Font), TypeStyle, PointSize, Spacing, TypeCase, Angle, Skew
  • COLOUR of text - Fill and Stroke, Dropshadow

The two objectives of typography in this class are
  1. To ensure LEGIBILITY of your text (It has to be easy to read)
  2. To maximize EFFECTIVENESS of your text (You want to make an impact on your viewer)

Using the four basic design principles (PARC) - you can "sculpt" a line of text into something much more effective.
The CONTENT of the title is enhenced by the FORMAT of the text
Typography_Example.png
Some Typographical Techniques:

1. The Original Text - legible, but not particularly effective. Typography is NOT about applying a bunch of filters, effects or layer styles to the text - it's about intelligently SHAPING and CRAFTING the text elements.

2. Adjust Group and Size
(Observing "Proximity" and "Alignment")
  • Split text into "Logical" phrases or groups
  • Emphasize important elements by increasing their point size (or by reducing the size of less important elements)
  • ALIGN top and bottom rows by adjusting or transforming their relative sizes


3. Pick contrasting TYPEFACES
  • Choose DISSIMILAR typefaces from different (but complementary) Font Families
    • SERIF, SANS, SCRIPT, SLAB, DECORATIVE
  • Choose TWO - only two fonts are needed - more is overkill
  • Adjust the size of the elements to ensure alignment. Varying sizes and fonts keep things looking interesting. Remember that the size should imply the relative importance of each element in the title.

4. Use COLOUR to create Readability and Contrast
  • Alternate Fill and Stroke colours
  • Apply Dropshadows
USEFUL LAYER STYLES -
  • STROKE
    • The outlines around text
    • Help to create CONTRAST and readibility

  • FILL
    • The colour within text
    • Use a STRONG, BOLD font with lots of fill area

  • DROPSHADOW

What Font Should I Use?

Check out this article found by Cassandra:
http://www.smashingmagazine.com/2010/12/14/what-font-should-i-use-five-principles-for-choosing-and-using-typefaces/




EXERCISE:
Download this title and turn it into a work of art!


EVALUATION
  • ALIGNMENT is deliberate, controlled and effective
  • PROXIMITY is used effectively to enhance the appearance
  • CONTRAST is used effectively to make the final piece more interesting