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Typography in Design

The document discusses typography and the different elements that make up effective typography design. It covers topics like font typefaces like serif, sans serif, script and decorative and how they convey different meanings. It also discusses other typography elements like font family, alignment, hierarchy, legibility aspects like tracking and kerning.

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Oluwapelumi
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222 views14 pages

Typography in Design

The document discusses typography and the different elements that make up effective typography design. It covers topics like font typefaces like serif, sans serif, script and decorative and how they convey different meanings. It also discusses other typography elements like font family, alignment, hierarchy, legibility aspects like tracking and kerning.

Uploaded by

Oluwapelumi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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TYPO

GRAPHY F.A.M.E DESIGN SERIES|| WEEK 3


Wh TYPO
GRAPHY ?
Typography is the art of arranging letters and text in
a way that makes the copy legible, clear, and visually
appealing to the reader.
Emts TYPO
GRAPHY
Fonts type and family
Alignment
Hierarchy
Legibility
Fonts type and family
What is FONT TYPEFACE:
a typeface is the set of design features that
characterize a particular style of lettering.

Types of TYPEFACES

Serif
Sans Serif
Script
Decorative
a serif

Serif
a serif

typefaces that include serifs, which are slight projections added to the ends of a stroke.

Convey professionalism, elegance, sophistication, legibility (the serif help guide the eyes
in prints), luxury

Used by luxury brands, print books, corporate brands etc

Check Vogue magazines, J.P Morgan, HSBC, Tiffany & Co

Examples: Times New Roman, Georgia, Baskerville, Trajan Pro, Didot, Rockwell
Sans Serif
known for their clean and modern look, do not have the small projecting features called
“serifs" at the ends of their strokes

it’s refreshingly clean, minimalist and bare, with a relaxed and casual feel

Conveys modernity, simplicitity, clarity, innovation, cleanliness

used for digital content, contemporary branding, advertisement, prints

Examples: Avenir Pro, Open Sans, Bebas, Gotham


Script
designed to look like cursive handwriting.
used sparingly due to readability, never use for long paragraphs
they convey a range of artistic and personal qualities. At times to make a sentence feel
more personal and warm
act as accent fonts
used in wedding invites, create a feeling of signature or handwriting

Examples are Aograph, Julieta Meie, Taken by Vultures etc


Decorative
These experimental typefaces are decorative and fun.
are designed to attract attention and create a specific mood or theme.
They are highly stylized and often used for specific purposes rather than body text.

Examples are Playhill, Showcard gothic, Broadwayetc


What is FONT FAMILY:
is a collection of related fonts that share common design
traits and characteristics. Each font within a family is a variation
of the main design, typically differing in weight, style, width,
and other attributes.

Arial Regular
Arial Italics
Arial Bold
Arial Bold Italics
Fonts Alignment
left Center Right
Lorem ipsum dolor sit amet, consectetur Lorem ipsum dolor sit amet, consectetur Lorem ipsum dolor sit amet, consectetur
adipiscing elit, sed do eiusmod tempor adipiscing elit, sed do eiusmod tempor adipiscing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna incididunt ut labore et dolore magna incididunt ut labore et dolore magna
aliqua. Ut enim ad minim veniam, quis aliqua. Ut enim ad minim veniam, quis aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi nostrud exercitation ullamco laboris nisi nostrud exercitation ullamco laboris nisi
ut aliquip ex ea commodo consequat. ut aliquip ex ea commodo consequat. ut aliquip ex ea commodo consequat.
Duis aute irure dolor in reprehenderit in Duis aute irure dolor in reprehenderit in Duis aute irure dolor in reprehenderit in
voluptate velit esse cillum dolore eu voluptate velit esse cillum dolore eu voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint fugiat nulla pariatur. Excepteur sint fugiat nulla pariatur. Excepteur sint
occaecat cupidatat non proident, sunt in occaecat cupidatat non proident, sunt in occaecat cupidatat non proident, sunt in
culpa qui officia deserunt mollit anim id culpa qui officia deserunt mollit anim id culpa qui officia deserunt mollit anim id
est laborum. est laborum. est laborum.

Used for long body of texts Used for cutouts, quotes, or Used to contrast, very short explainers,
very short paragraphs to create design styles, descriptions
balance
Hierarchy
Hierarchy in typography refers to the organization and arrangement of text elements
to create a visual hierarchy that guides the reader's eye through the content in
order of importance.

Font size, type, weight, color can be used to create Hierarchy

Header Header Header


Sub-Header Sub-Header Sub-Header
Body of text Lorem ipsum dolor sit amet, Body of text Lorem ipsum dolor sit amet, Body of text Lorem ipsum dolor sit amet,
consectetur adipiscing elit, sed do eiusmod consectetur adipiscing elit, sed do eiusmod consectetur adipiscing elit, sed do eiusmod
tempor incididunt ut labore et dolore magna tempor incididunt ut labore et dolore magna tempor incididunt ut labore et dolore magna

You can explore different font pairing styles to help in making design look good
when applying Hierarchy and using font type to differentiate
Legibility
Tracking
refers to the adjustment of the
overall spacing between characters
in a block of text.

Kerning
The adjustment of the space between
individual pairs of characters. It's used to
achieve visually pleasing and consistent
spacing between letters in a word or phrase.
Leading
"leading" refers to the vertical space
between lines of text. Line spacing.
ASSIGN
MENTUsing the same color and same word,
use font type to convey three different
feels for that word.

E.G: Coveying I WILL GET YOU in a


scary manner, an official manner and
a friendly manner

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