what is type? typography fundamentals. expressive
TRANSCRIPT
What is Type?
Typography Fundamentals
Expressive
Expressive
Expressive
Decorative
Nostalgic
Occupational Identifier
Image
Image
Identity
Image & Identity
Cultural Identity
Community Property
Essential to the Design Business
Essential for Specifying and Explaining Design
Instructive
Instructive
Instructive
Finding
Finding, Discovering…
Finding, Discovering and Getting Lost
Available and Accessible
Ubiquitous
Suspect
COTSISSNOW
Malleable
Immortal
Every information problem can be solved with four typefaces.
— Wolfgang Weingart, November 15, 2000
Why is it Worth Doing Well?
Serif and Sans Serif
Serif
Sans Serif
X-Height
Stroke Proportion
Type Size
Type Weight
Word Spacing
Solving Information Problems with Type
Solving Information Problems with Type
Line Length
Leading (line spacing)
Shifting Type
Signaling with Type
Placeholder
Privacy and anonymity
are increasingly valued.
Economy Drives Typographic Change
We seek pattern involuntarily.
Elements of letters, words, sentences, paragraphs, labels and so on, all form patterns.
Typographic Signals
Weight
Shift
Line spacing
Letter spacing
Font
Case
Italics
Position and Composition
Contrast
Color
Signals
A ready-to-use component.
Type is (Already) Designed
Would your design survive
paper, web, television, phone
and audio only presentations?
Could your solution adapt to
currently unknown rendering
technologies?
Questions
Would your design survive
paper, web, television, mobile
and audio only presentations?
Could your solution adapt to
currently unknown rendering
technologies?
Questions
Can you design without knowing something about typography?