Chapter 3 Notes

1) “The typographer is to the text as the theatrical director to the script, or the musician to the score.”

Typography is a craft; it requires attention and skill. I believe one of the greatest faults a graphic designer can make is carelessness with type.

2) Form and Counterform: “To enhance their look and legibility, all-uppercase setting must always be spaced a little more loosely than normal.”

This rule is extremely helpful for me to know, especially when pairing lowercase words with uppercase.

3) Always evaluate on a case by case basis.

It is best to not expect rules to be completely universal; there will always be exceptions.

4) Type Sizes and Spacing

This portion talks about how two fonts at the same size in points may look very different in size. Furthermore, when reducing or enlarging a text size, the spacing needs to be taken into consideration as well.

5) Visual Variation: The 6 Aspects of Typeface

Breaking down typefaces into case, weight, contrast, width, posture, and style can help me to articulate what makes certain types different from others. Furthermore, in comparison to each other, certain typefaces seem more stylized than others.

6) Style Classifications

The different categories of type style would be beneficial for me to memorize. I never before new what determined whether a font was traditional or modern. I personally am drawn to sans serif fonts.

7) Combining Type Styles

Contrast between typefaces is important for creating a hierarchy. Fonts within the same family can create tension, and the weight of the stroke plays a heavy hand in how they relate to each other. However, the rule of convention is to use two different type families.

8) Alignment Logic

I had not previous realized the importance of alignment when creating large amounts of text. The designs on pg. 135 show the acute differences between center axis and justified text.

9) Typographic Color

This deals with the texture, rhythmic, and spatial qualities of type. The value as well as compactness and amount of text all contribute to the effect they have on the viewer.

10) “Design students and novices often make the mistake of ignoring the abstract visual nature of type…”

The author suggest that type and pictures should be on equal playing ground. Type is after all made up of dots and should be treated as an important part of the overall composition.

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