Download - Putting it into words
Putting it into words
Putting it into words
SHORTCOURSE
typography
• Style– Serif font – has “feet”• Times, Palatino, Goudy Old Style
– San serif font – sans means without (without “feet”)
• Helvetica, Eurostyle, Franklin Gothic
– Decorative font – considered specialty fonts• (do NOT use in all caps or in large amounts of copy)
•Zapfino, Braggadocia, Chicago House
• Size – there is a hierarchy of size most graphic designers follow– Main Headline – anything above 36 pt.– Secondary Headline – half the size of the
main headline– Body Copy – 9 pt. to 12 pt.– Caption Copy – 7 pt. to 9 point– Bylines – 6 pt – whatever works with the
design (usually under 14 pt.
• Case– ALL CAPS– Sentence style– Headline Style Would Look Like This– SMALL CAPS
• Main (primary)– grabs readers attention & advertises content
• Secondary– provides details that give more info/depth
• Label – gives quick identification with descriptor word(s)
• Informative & insightful• Grabs the readers attention, tells us something or creates a
mood/tone
• Visual/verbal connection• Should work together with photos or artwork through tone,
color, type choices
• Literary techniques• Onomatopoeia – bing, bang, bonk
• Alliteration – she sells sea shells
• Rhyming – flower power
• Play on words/pun – “Entertainment Weekly” masters at this type of headline treatment
examples// color choice • headline styles • artistic touches
Label headline
Use of linking colors
Artistic use signature
examples// color choice • headline styles • artistic touches • proximity • alignment
Dominant headlinePlay on words
Contrasting colorArtistic treatment
Proximity & alignment
examples// color choice • headline styles • artistic touches * layering
What do YOU see?
Contrasting color
examples// color choice • headline styles • use of photograpy • backround layering
What do YOU see?
examples// color choice • using type as art• artistic touches • use of lines
What do YOU see?