Categories of type

6 main categories of fonts:

Oldstyle -

• thick/thin transitions.
• thinest point of every letter is diagonal.
• Diagonal Stress.

Modern -

• tend to have a cold, elegant look.
• Strong thick/thin transitions.
• the thinnest point is horizontal.
• Has a vertical stress.
• Should not be used for long texts

Slab serif -

• Vertical stress
• little or no thick/thin transition
• Easily be used in extensive texts.

Sans serif -

• Without serif
• No thick/thin transitions at all
• So stress because there is no thick/thin transition.

Script -

• Look like they have been done with a calligraphy pen or brush.
• Should only be used sparingly because else we get sick of them.

Decorative -

• Look interesting.
  
• Express anything you want without limits.

Chapter 8 Type (&Life)

The reader should be able to understand the text easier when having contrast fonds, not more complicated.
6 ways to contrast the fonts

• size
• weight
• structre
• form
• direction
• color

Similarity causes the problem between two fonts, not the differences.

A few things to know about fonts:

• Concordant -the relationship occuring when only one type of font is used without any differences in size, color, style, etc.
  
• Conflicting - the relationship of same sizes, and some other things. But, they are too similar which confuses the eye.
  
• Contrasting - this is the perfect way to go. The fonts etc. should be different which makes it easier for the reader to see the differences etc.
  

If you use different fonts, make them very different not similar in any sort shape way or form.

New Designed Advert

This is my advert in a new version. I had everything done in class so I thought about a new design I could do. This is what I came up with, and I am pretty satisfied with it. I changed the whole lay out and now have the big football picture as the background. A little information, and the most important things are stated on the side. I like both of my designs.

Final Design

I did not make any changes to my final design. After the last principle of design I was very satisfied with my whole poster, and think this is very good.

Review

• Don’t be afraid of doing anything; leave white space if you want to.
• Proximity: Show that elements belong to each other by putting them closer, and put them wide apart if they are different.
• Alignment: Align every objects edge with the edge of another.
• Repetition: Repeat font, bullets, typefaces, line, colors, etc. This helps strengthen the reader’s sense of recognition of the entity represented by the design.
• Contrast: Have strong opposites (rules, lines, typefaces, colors, spatial relationships, directions, etc.).

Contrast

• If two items are not exactly the same, then make them different. Really different.
  
• Contrast draws our eyes to the page.
• Never make things to similar, always make them very different.

• I changed the color of all the subheadings. I made them orange so they are a bigger contrast.
  

Repitition

• Only use repetition on one-page things, not on multi-page documents because this doesn’t make it look too good.
• Repeat some aspects of design throughout the entire piece. (Font, size, color of text, design element, thick line, space between objects, etc.)
• This unifies and strengthens apiece together. Gives a visual interest.
• Repetition can be thought of as "consistency".
• Don't over exaggerate the repetition, it gets boring.
• Start to repeat with Headlines and sub headlines.

• I changed the alignment of my poster, to make the repetition spaces bigger, and better, and more.
  

Alignment

• Nothing should be placed on the page arbitrarily.
• The visual connection of all elements is important.
  
• An invisible connection should be made so the reader knows there is one, although the two objects don’t have to be right next to each other. Basically it should have unity.
  
• Things shouldn’t be placed in the middle; they should be placed more left or right. When this is combined with approximately its great.
  
• Make strong alignments, so a visual line can be seen. Repeat and repeat that line so it’s emphasized.
  
• Find a strong line and use it.
• When two shapes are next to each other try to put the two straight lines next to each other.
  
• Avoid having more than one text alignment on the page.

• I completely changed the whole alignment of the text in the whole advert.
  
• The written text is now aligned to the pictures, and the title is aligned to the pictures on the right.
  
• All of these things relate to each other now.
  

Proximity

• Group related items together, organize the material.
• If they are close to each other, they become one unit.
• You should be able to follow the order of reading logically through proximity.
• Only three to five elements on one page, if more we should try to group some elements together.
• Don't leave equal distance between elements unless they are subsets.
• The things should not be placed in the middle or into any corners of the page.

• I adjusted my ad by putting the text more to the left, and bold the most important things on it.
  
• In addition, I changed the color to make everything easier to overlook.
  

My Design

The four basic principles

The four basic principles

• Contrast - big differences in type, color, size, line thickness, shape, space, etc.
  
• Repetition – repeat things because this shows unity
  
• Alignment – everything should connect to another
  
• Proximity – when items relate to each other, they should be grouped together so they look like one unit