Sepino

Bankers Hall Club

Melting Waxx Collective

Footprint

Xavier Rudd

Typography

What is typography? The art or skill of conceptualizing visual communication by means of the printed word. It is also defined as the art of mechanically producing letters, numbers, symbols and shapes through an understanding of the basic elements, principles and attributes of design.

Commendable design is communicated design. The art of communication design is to present information in a clear, concise and non-compromissed way. The audience (reader) ideally should not be aware they are actually reading. Instead, the information should “flow” from the page to the readers conscience.

To create good communication design, you must appreciate what makes type effective. Hierarchy in type design and layout is important in establishing a strong base with your reader. There are three elements of type design:
1. Type 2. Imagery 3. Space.

Each of these elements when switched or combined with contrast will help characterize the importance of copy. When approaching a design that utilizes type, remember… think simple. As Marty Neumeier, author of The Brand Gap, ZAG, and The Designful Company states, “a wealth of information creates a poverty of attention”. In a marketplace filled with clutter – too many messages, too many options; it’s critical to keep your copy clever and to the point. Brevity. If I am the consumer:
1. Why should I read it? 2. If I do read it, what do you want me to do? 3. Why do I care?

Fundamental basics of setting type:
Point: is a unit of measure for type, from the top of the ascender to the bottom of the decender (72 pt = 1″).
Pica: there are 12 pts to one pica (12 pt = 1 pica / 6 pica = 1″) they are used to measure line length: 6p6 = 6 pica, 6 points (reference only).
Kerning: adjusts the “anomalies” or space between letter pairs on one or both sides of a letter. Personal styling so each letter is in preferred proximity with it’s neighbour.
Tracking: is the overall spacing of letters in a line.
Leading: is the distance in points from the baseline of one line of type to the baseline of the line of type that follows it.

This serves as a very brief glimpse into the teachings of typography and it’s role in good communication design. If you’re after an amazing manual on setting perfect type and detailed history of typography, I highly recommend this book. One of the best purchases I’ve made in my graphic design career. Setting perfect type is an art form, one that when mastered will assist in achieving distinction in your design.