1. Typography
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2. Typography
MILTON GLASER, 1977
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3. Typography can be used to communicate:
tone of voice
personality
age
gender
mood
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4. Two Major Font Classifications
Serif
Typefaces with embellishments added to the
basic form of a character (ex: Baskerville)
Sans Serif
Typefaces with no embellishments added to the
basic form of a character (ex: Helvetica)
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5. 1. This is an example of a
sans serif font
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6. 2. This is an example of a
serif font
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10. In communicating a
message,
a balance has to be
achieved between the
visual and verbal
aspects of design.
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11. Visual language
Meanings created by the visual appearance of
both text and image
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12. Verbal Language
Literal meaning of words, phrases and sentences.
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13. Visual language can
control the interpretation
of verbal language
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15. VISUAL LANGUAGE = CHOCOLATE, HAPPINESS
Greenpeace’s campaign to raise awareness of the
impact of deforestation.
VERBAL LANGUAGE = KILLER
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16. Herb Lubalin,
graphic designer/
typographer, 20th
century
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17. Leading
The space between lines
TEXT TEXT TEXT TEXT TEXT
TEXT TEXT TEXT TEXT TEXT
LEADING
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18. Tracking
Adjusting the space between an entire block of
text
T E X T T E X T T E X T T E X T T E X T T E X T
TRACKING
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19. Kerning
Adding or subtracting space between specific
pairs of characters
TEXT TEXT TEXT TEXT TEXT TEX T
KERNING
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