Typography Task 2: Typographic Exploration & Communication

27.05.2024 - 10.06.2024 (Week 6 - Week 8)
Kiew Ting Yi (Nicole) / 0361143 / Bachelor of Design (Honours) in Creative Media
Typography
Task 2: Typographic Exploration & Communication

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Table of Contents:

1. Lectures
2. Instructions

3. Task 2: Editorial Text Formatting

• Sketches
• Digitising & Layouts
• Final Outcome

4. Feedbacks

5. Reflection

6. Further Reading

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LECTURES

Week 6 / Screen & Print

Figure 1.0 How prints are more often shown as screen these days

Figure 1.1 How typography affects web design

• Typography is essential in design, spanning various platforms.
• Screen-based typography is dominant but print remains valuable.
• Predictions of print's obsolescence have not come true due to human preference for tactile experiences.

Screen Typography

• Key Factors:
  • Adaptability: Fonts adjust to different screen sizes/resolutions.
  • Readability: Legible text even on small screens (appropriate font sizes/styles).
  • Visual Hierarchy: Guides viewer's eye and prioritizes content.

Print Typography

• Considerations: Paper quality, ink, and printing process.
• Classic Typefaces:
  • Serif: Times New Roman, Garamond, Baskerville.
  • Sans Serif: Helvetica, Arial.

Comparing Print and Screen Typography

• Print:
  • Static Layouts: Layout doesn’t change once printed.
  • High-Resolution: High fidelity in text rendering.
  • Tactile Experience: Physical interaction enhances reading experience.
• Screen:
  • Dynamic Layouts: Adapts to device/screen size.
  • Variable Resolution: Different screens affect text clarity.
  • Interactivity: Unique to digital text (e.g., hyperlinks).

Design Considerations for Both Mediums

• Font Size: 16 pixels on screen ≈ 12 points in print, but optimal size varies.
• Typefaces: Verdana and Georgia are optimized for screen readability.

• Both print and screen typography are crucial.
• Understanding their properties helps in creating effective and aesthetically pleasing text.
• Blending traditional print techniques with modern screen design is increasingly valuable.

Week 7 / Task 2 Process Demo

• Watched this link in order to have a smoother experience in doing our assignment: 
  https://www.youtube.com/watch?v=rPwYO3ff4e0&list=PLZk01iRkmnlUF8tRLTTAogutYcraV6DFR

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INSTRUCTIONS

Task 2: Editorial Text Formatting

SKETCHES

I chose the template of " Unite to visualise a better world" from the options given because I really enjoyed the message written out. I had ideas of using "eye" or circular shapes to describe design principles of 'Unity' and here are my sketches.

Figure 1.2 Sketches and visuals of planned layouts

DIGITISATION & LAYOUTS

Mr Max chose 3 on the right out of the six sketches I've done, with some ideas combining. I've started my digitisation afterwards.

Figure 1.3 Digitised visuals in Adobe Illustrator

For the third one, I've made drafts for the eye using perspective tool but I find that the design did not reflect my sketch (because I did not sketch in perspective) so my vision didn't come out as expected. Using the elements, I formed another layout. Mr Max and I really like the third one but agreed that the composition for the words would not fit. Ultimately the first one was chosen instead, and I started working on the layouts. 

LAYOUTS

The first one was chosen, and stuck to one typeface only. I used ITC Garamond Light Condensed instead of Black because the thinness resembles the book covers we usually see in Self Help genres. Since this passage carries a lot of message, I wanted to make sure it speaks to the world immediately. I also added some bubbles on the text area to fill up the spaces, creating more depth.

Figure 1.4 A Brief Overview of layouts from InDesign

Figure 1.5 A Brief Overview of layouts from InDesign (PDF)

Figure 1.6 Blocks of layouts

Figure 1.7 Blocks of layouts (PDF)

FINAL OUTCOME

After discovering that I could kern the text more, I did a lot of adjustments. I used Futura as the body font as I wanted to make it look more like a modern layout. As this design reminds me a lot like things you see in an e-book, I wanted to replicate as much as I can.

Margins: 10 mm

Gutter: 5 mm

Head

Font : Univers Lt Std (59 Ultra Condensed)

Lead-in Text

Font: Futura Std (Book)
Type size: 18 pt

Body

Font : Futura Std (Book)

Type size: 9.5 pt

Leading : 10 pt

Paragraph spacing : 11pt

Characters per line : 34

Alignment : Rivers (Left Justification)

Figure 1.8 Chosen layout without grids

Figure 1.9 Chosen layout with grids

Figure 2.0 Chosen layout with and without grids (PDF)

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FEEDBACKS

Week 6
General Feedback: Having to do one page of visual first helps to spread the layout better, finish the three sketches
Specific Feedback: 3 sketches are all chosen and ready to go, with some minimal changes on the third one

Week 7 (Public Holiday)
General Feedback: General layout to be done by Week 8, Mr Max will choose one of the layouts for us to submit.
Specific Feedback: Mr Max taught me how to use the perspective tool to further enhance my vision for the layout.

Week 8 (Independent Learning Week)
General Feedback: Mr Max reminded us to post on Facebook Group and to submit on time.
Specific Feedback: Chosen the first digitisation, made more minor changes and third for final layout! All good to go!

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REFLECTIONS

Experience
This assignment has deepened my understanding of typography and layout. I've never tried making a grayscale layout before, and the restrictions on the color has helped me kept my focus on the typography instead. It has reinforced the importance of adhering to design principles while also being open to experimentation and feedback. These insights will undoubtedly inform my future work and contribute to my growth as a designer.

Observation
I realised that compositions in a layout can be the key in creating effective design. However, too much focus on composition can make a layout dull and boring, even though it works effectively as a reader. It's always the in between of structure and abstract that is the sweet spot, so I aim to get there more in the next assignment.

Findings
I find that design is an iterative process that involves continuous refinement. Each iteration brings the design closer to its ideal form. Even though I had a vision, it may not be realised due to my knowledge gap or unrefined previous steps. I found that even if I had spent 2 weeks on visuals, the end result may not be favourable. Sometimes it needs some eureka moment and a lot of creative play into it, which I hope would express soon.

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FURTHER READING

Figure 2.1 The Vignelli Canon

• The book is divided into two main sections: "The Intangibles" and "The Tangibles."

The Intangibles

1. Semantic Value

   • Design should be meaningful and have a clear purpose.
   • Importance of understanding the message behind a design.

2. Syntactic Consistency

   • Consistency in design elements ensures harmony and coherence.
   • Adherence to a grid system for balance and structure.

3. Pragmatic Effectiveness

   • Design should be functional and solve problems.
   • Practicality and usability are key aspects of good design.

The Tangibles

1. Discipline

   • Design requires rigorous discipline and attention to detail.
   • Avoid unnecessary embellishments; focus on simplicity.

2. Appropriateness

   • Design must suit the context and purpose.
   • Consider the audience and the message.

3. Ambiguity

   • Embrace ambiguity to create intriguing and thought-provoking designs.
   • Balance clarity with elements that engage and stimulate curiosity.

Design Elements

1. Typography

   • Importance of choosing the right typeface.
   • Use of a limited number of typefaces for consistency.
   • Attention to spacing, alignment, and hierarchy.

2. Grids

   • Grids provide structure and organization.
   • They help in creating a cohesive and balanced layout.

3. Color

   • Use color sparingly and purposefully.
   • Understand the psychological impact of colors.

4. Images

   • Images should complement the design and add value.
   • Use high-quality images and maintain consistency in style.

In conclusion, I've learnt the importance of a disciplined, purposeful approach to design and would definitely work harder to achieve a consistency in my designs.

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