Typography / Session 2

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TYPOGRAPHY / OUGD503.
WORKSHOP.
THE BASIC RULES OF TYPE.


KERNING - The spaces between each letters

To kern correctly each letter has to have an equal space between each character. This is easily managed when the letters have vertical stems, however is more difficult when working with letter that are on differing angles.

You should never negative kern, making the spaces in-between smaller.
If there is a gap that looks too big, that kern should be left at 0 and the spaces surrounding other letters should be made larger in order to make the letters balanced.

I t is more important to make these differences when working on subjects like branding were words are looked at in more depth.

We had a go at trying to balance out our own names when written out in uppercase and in a sans-serif font. I feel as though i managed this well by taking the larger space between the l and the i and correcting the other letters surrounding it for them to the conform with each other.

We then looked at using the same technique when looking and reading a sentence. These are the solutions we came up with as a class.

The bottom one works better because it reflects what is being said. The fact that the first line ends on the word break, this alters the way in which the sentence is spoken.

Hierarchy is very important when sending a message out because it is what our eyes are drawn to first therefore it is the first piece of information we take in whether it be type or image.

The next task was to take 'one two three four', put it backwards but try to lay it out so that it reads in the right order.

This was the solution that i had come up with, however I feel there should be more space between each of the words and perhaps have the letters differ in weight more to exaggerate more.

It was hard to put the main initial focus on the 'one' because it is at the end of the list, with two being in the middle the eye is drawn to it first because it is surrounded my the white space.  

We were asked to try again with out changing the weight or size from the last task. Just using the arrangement on the page.

This was may solution. I tried to place the one in the middle on its own so it would then have the white space around it which would hopefully draw the eye into the one.

When working with body copy, breaking up information is need to gain more interest from an audience. Looking at a large block of type can be very off putting.

You have to regard things such as typeface and the x height of this typeface, leading, and line length. if a line is too long you have to move your head as well as struggle to find the beginning of the next like.

By increasing the leading, this can help to improve legibility because the eye can then follow the white space.

when body copy is arranged into columns it helps to read the content with less hinderance as you do not have to move your head or struggle to find the next line.

You have to be careful not to break up the content too much as this can also have a negative effect on the way it is read.

We are made to believe the way in which txt is displayed regarding columns tell us whether the content is more intellectual  however it is the content that should determine this. W take the stereotype from publications we see everyday in novels, magazines and news papers. novels are seen as the most intelligent because more time has been taken to create it, were as a news paper is churned out everyday.