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Typography - Guest Lecture - NIFT-CHENNAI

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14 views

Typography - Guest Lecture - NIFT-CHENNAI

Uploaded by

aditi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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COMMUNICATION DESIGN

NITHISH RAMESH
TYPOGRAPHY

COMMUNICATION DESIGN : NITHISH RAMESH


TYPOGRAPHY
Typography is the art and technique of arranging type to make written
language legible, readable, and appealing when displayed.

WHAT IS THE DIFFERENCE BETWEEN FONT AND TYPEFACE

TYPEFACE FONT
A typeface (or type family) A font refers to variations of
is the name of a specific a typeface, like its size and
collection of related fonts. weight.

EXAMPLE FOR TYPEFACE AND FONT

COMMUNICATION DESIGN : NITHISH RAMESH


WHY TYPOGRAPHY IS IMPORTANT
Typography is a way to use text as a visual element to convey a message.

when used effectively, typography grabs attention, builds hierarchy and project recognition.

As a communication tool it is essential to our projects.

It is important to understand the principles of typography otherwise we can compromise


communication, expression and clarity.

EXAMPLE FOR WHY TYPOGRAPHY IS IMPORTANT

SIMPLE LOVE STORY DRAMATIC LOVE STORY HORROR LOVE STORY

THERE ARE FIVE MAJOR TYPES OF TYPOGRAPHY:


SERIF
SANS-SERIF
SLAB-SERIF
SCRIPT
DISPLAY

COMMUNICATION DESIGN : NITHISH RAMESH


SERIF

Serifs are small feet at the end of a stroke on the letter.

Font Adjectives: class, heritage, trust, respectability, authority, grandeur,


classic, established, formal, trustworthy, sophisticated, stylish, traditional,
high- end, mature, luxurious.

Pairs well with: San serifs, scripts, and display fonts.

Used For: Logo, Body copy, titles.

MOST USED SERIF FONTS

EXAMPLE FOR SERIF FONT

COMMUNICATION DESIGN : NITHISH RAMESH


SANS-SERIF

If “serif” is the foot, “sans serif” is without the foot.

Font Adjectives: clean, modern, engaging, chic, honest, clarity, geometric,


universal.

Pairs well with: serif, script, slab serif.

Used For: Logo, body copy, titles, small text.

MOST USED SANS-SERIF FONTS

EXAMPLE FOR SAN-SERIF FONT

COMMUNICATION DESIGN : NITHISH RAMESH


SLAB-SERIF

Often regarded as a subset of the serif family, they look like serifs but have
specific slab sections as the serifs.

Font Adjectives : confidence, solidity, boldness, innovative, modern,


creative, contemporary, friendly, solid.

Pairs well with : San Serif.

Used For : Logos and titles.

MOST USED SLAB-SERIF FONTS

EXAMPLE FOR SLAB-SERIF FONT

COMMUNICATION DESIGN : NITHISH RAMESH


SCRIPT OR CURSIVE

Emulates cursive handwriting.They are classified as letters that are


connected and flow together in a fluid motion.

Font Adjectives : femininity, elegance, creativity, personal, history, and


experience.

Pairs well with : San Serif and serif.

Used For : Logos and accent fonts.

MOST USED SCRIPT FONTS

EXAMPLE FOR SCRIPT FONT

COMMUNICATION DESIGN : NITHISH RAMESH


DISPLAY

Each display font has a specialized element, whether it’s an unusual shape
to the letters, outlines, shadowing, or a more artistic/hand-drawn edge.

Font Adjectives : Determined by the font.

Pairs well with : San Serif and serif.

Used For : Logos and titles.

MOST USED SCRIPT FONTS

EXAMPLE FOR DISPLAY FONT

COMMUNICATION DESIGN : NITHISH RAMESH


BASIC RULES

Basic thumb rule for normal body text size should be between 8-12
points.For title it should be 2-3 times larger than the body text. A common
range is 24-32pt.

Letter spacing or leading a general rule of thumb is to have a letting value


of 1.25 and 1.5 times greater than the font size.

One or two types of fonts are enough to make any project.

EXAMPLE :

HEADING (Glacial indifference font : 30 point)

Body text, Body text, Body text, Body text, Body text, Body text, Body text, Body text
Body text, Body text, Body text, Body text, Body text, Body text, Body text, Body text
Body text, Body text, Body text, Body text, Body text, Body text, Body text, Body text (Avenir : 12 point)

COMMUNICATION DESIGN : NITHISH RAMESH


COMBINATION OF FONTS

Don't choose fonts that looks SIMILAR.Using two similar types of fonts is
like drinking milk and having milk chocolate.If they are TOO SIMILAR they
CREATE CONFUSION, avoid it !

EXAMPLE TO AVOID THE COMBINATION


COMMUNICATION DESIGN : NITHISH RAMESH
STANDARD COMBINATION

Use the standard combinations SERIF + SANS SERIF.

This combination is an absolute classic and it is really very difficult to make mistakes
by following this advice. SANS-SERIF are more appreciated in large body and so in
BIG TITLE AND SLOGAN, SERIF guarantee better readability,therefore they are used
for the BODY.

EXAMPLE FOR THE COMBINATION


COMMUNICATION DESIGN : NITHISH RAMESH
THANKYOU
NITHISH RAMESH

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