In this project you will learn so see typography in two ways:
1) as visual elements in a two- dimensional composition
2) as information which represents hierarchical organization. Emphasis will be on establishing a clear visual hierarchy and exploring compositions that closely adhere to a given modular grid.
Analyze the given text. You will be asked to classify it into three levels of informational importance; dominate, sub-dominate, subordinate. Your compositions will simplify and clarify the information, encouraging the viewer to read the information in a logical and per-determined order.You will be creating a series of typographic compositions that closely adhere to a traditional grid form(a straightforward composition that stresses organization and legibility). Use a clear vertical/horizontal structure in the organization of the information.
Size: 8 x 8 inches
Grid: 5 column. All type must lock-up into the upper left corner
Font: Neue Haas Grotesk https://fonts.adobe.com/fonts/neue-haas-grotesk
Text: must remain horizontal, no vertical text, no shapes
No Icons or Graphics of any kind.
USE ALL OF THE FOLLOWING TEXT: (All of the text has to be on every composition)
Weather for Lawrence, KS Currently 52° Mostly Cloudy Humidity: 66%
Tuesday Partly Cloudy High 56 Low 26
Wednesday Sunny High 61 Low 37
Thursday Partly Sunny High 52 Low 43
Friday Thunderstorms High 43 Low 28
Tension: how the page is used, how the edges are used, activate the page
Grouping: how things are visually grouped together, use triangulation as a guide.
Alignments: vertical, horizontal (type must stay horizontal)
Coding/Similarity: type that is the same size and style will be read together
You will be asked to classify the text into three levels of informational importance/hierarchy; Primary, Secondary, Tertiary. Your compositions will simplify and clarify the information, encouraging the viewer to read the information in a logical and predetermined order.
There are a variety of ways you can create a sense of hierarchy. Many of these will effect also the typographic color*. Here are some of the most common techniques:
Placement: Where text is located on the canvas can establish hierarchy as well. Typically you read from top to bottom, left to right, but this can be changed by employing some of the techniques above.
Size: It almost goes without saying, but the bigger the type, the quicker the eye will be drawn to it. Type sizing should correlate to the order of importance in reading the text.
Weight: The thickness of letters can make text look larger (bold, thick strokes) or smaller (thin or compressed typefaces).*
Tracking: Adjusting the overall spacing of a group of letters is called tracking or letter spacing.*
Capital and lowercase letters: Capital letters will appear larger and come to the forefront while lowercase letters appear smaller and often fall into the background. (Be wary of use for text/ body copy).*
Bold: Bold lettering is a good point of emphasis for a single word or phrase. It works especially well in the tertiary level of type.*
Italics: Italic lettering can highlight a single word or phrase in a less dramatic and more subtle way than bolding. It works especially well in the tertiary level of type.*
Color: Changing the text from black to a color.
Typographic color: Refers to the space between letters, words, and lines of text as well as the weight of the font. Leading, and tracking among other things help control typographic color and can be used to control the hierarchy of your text. When text gets too dense (has too much color) it becomes harder to read.
How does where you put text on the page affect what we see first?
How does bold type affect what we read first?
How does size affect what we read first?
What about tracking?
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In Class Cut and Paste
Round One (10 Minutes)
One weight / One Size
Round Two (10 Minutes)
Two Weights / One Size
Round Three (12 Minutes)
Two Weights / Two Sizes
Round Four (12 Minutes)
Two Weights / Three Sizes
Demo of Turning on the Grid / Printing With the Grid
Using the grid and layout principles we discussed / practiced in class today. You need to move your cut and paste layouts into the computer.
Secondly create an additional (5) Layouts using two typographic weights and three sizes. You may also use up to 2 colors.
10 pt Roman
10 pt Bold
20 pt Bold
You should have 9 total. Please print 2 up on an 11x17. Please print with the grid on.
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Create an additional (6) layouts using two typographic weights and three sizes. You may use up to 2 colors and begin to add rules and background color / shape to create additional hierarchy.
You may use all four corners of the grid but you must continue to follow the grid as whole.
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Choose Top (3) that show a
visual range of solutions
Refine your (3) Chosen Layouts.
Use two typographic weights and three sizes.
You may use up to 2 color and begin to add rules and background color / shape to create additional hierarchy.
Please print a versions with and without the grid.
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Begin Project 4
Homework Project 4