Graphic Design Graphic Design is a form of visual

communication.

Communicate a message

Using typography and graphic elements

Typography Typography is the art and techniques of

arranging type, type design, and modifying type glyphs (characters).

Type glyphs are created and modified using a variety of illustration techniques.

The arrangement of type involves the selection of typefaces, point size, line length, leading (line spacing), letter-spacing (tracking) and kerning.

Typography

Conveys mood Communicates attitude

The Letters X-height –the height of the main body of a

lower case letter (literally, the x)x j

Cap height –the height of uppercase letters of a font

A B C

The Letters Ascender – the part of lower case letters

that extends above the x-heightb d h

Descender – the part of lower case letters that extends below the baseline

g p y

The Letters Bowl – the rounded space within letters

such as b and Q Serif – the short cross strokes of some

typeface

T f m Sans Serif – with out the short cross strokes

-T f m

Type Styles Bold

heavier stroke,-headings, subheads

-avoid using bold type for emphasis within blocks text. Italics work better.

Type Styles

Avoid:Shadow textShadow textOutline textUnderlined text

Consider:Small caps for acronyms

Type measurement

Points –best standard of measurementMeasured in smaller increments 0.1Used by most programsVocabulary of typesetting is in pointsUsed for line spacing and rule thickness

6 picas = 1 inch

12 points = 1 pica

72 points = 1 inch

Kerning and Tracking

Kerning – reducing or adding space between letter pairs

Tracking - adjusting space in a string or block of text generally loose or tight

Line Spacing Leading –vertical space alloted to a line of

typeUse tighter leading in headlinesUse looser leading for body text

Leading

Design programs allow you to adjust leading for special effects, such as logos

Special Type Effects

and type

Rotating type

Setting

Typography

http://www.youtube.com/watch?v=zVPfTlpCKaw&feature=related

http://www.youtube.com/watch?v=xAuQmJzt_q0&feature=fvw