Typography - Task 2/ Typographic Exploration and Communication

24.10.2023 - 7.11.2023  / Week 5 - Week 7

Siang Huey Yee / 0369549

Typography/ Bachelor of Design (Honours) in Creative Media

Task 2: Typographic Exploration and Communication (Text Formatting and Expression)

---

OUTLINE

• LECTURES
• INSTRUCTIONS
• FEEDBACK
• REFLECTIONS
• FURTHER READING

---

LECTURES

Back to OUTLINE

Week 6: 

Class Summary (Week 6- 31/10/2023)

• Upload the task 2 exercise to the Facebook group for getting feedbacks from the lecturer
• Modify the chosen layout design based on the lecturer's feedback to finalise the task 2 exercise

Lecture Video 7: Typo-6~ Screen & Print

1. Typography / Different Medium

• In the past: Typography was viewed as living only when it reached paper; nothing could change after publication
• Today: Typography exist not only on paper but on a multitude of screens; subject to many unknown and fluctuating parameters, such as operating systems, systems fonts, the device and screen itself, the viewport and more

- Print Type Vs Screen Type

• Type for Print 
• Type was designed intended for reading from print long before we read from screen
• Designer need to ensure that the text is smooth, flowing and pleasant to read
• Typeface for print (commonly used) - Caslon, Garamond, Baskerville
• due to their elegant and intellectual characteristics, which are also highly readable when the font size is small
• Neutrality and versatility make typesetting with it a breeze

Figure 6.1 Example of Type for Print 1 (normally used for novels)

Figure 6.2 Example of Type for Print 2

• Type for Screen 
• Typefaces intended for use on the web are optimized and often modified to enhance readability and performance onscreen in a variety of digital environments
• include a taller x-height (or reduced ascenders and descenders), wider letterforms, more open counters, heavier thin strokes and serifs, reduced stroke contrast, as well as modified curves and angles for some designs
• Typefaces intended for smaller sizes is more open spacing
• To improve character recognition and overall readability in the non-print environment like the web, e-books, e-readers, and mobile devices

• Hyperactive Link/ Hyperlink
• Hyperlink - a word, phrase, or image that can click on to jump to a new document or a new section within the current document
• Found in mostly all Web pages
• Text hyperlinks are normally blue and underlined by default

• Font Size for screen
• 16-pixel text on a screen is about the same size as text printed in a book or magazine
• reading distance typically set at about 10 points; if read them at arm's length, set it at least 12 points

• Systems Fonts for Screen/Web Safe Fonts
• Open Sans, Lato, Arial, Helvetica, Times New Roman, Times, Courier New, Courier, Verdana, Georgia, Palatino, Garamond

Figure 6.3 Screen Type vs Print Type

• Pixel Differential Between Devices
• The screens used by PCs, tablets, phones and TVs are not only different sizes, but the text you see on-screen differs in proportion too because they have different sized pixels

Figure 6.4 Pixel Differential Between Devices

- Static Vs Motion

• Static typography
• has minimal characteristic in expressing words
• traditional characteristics such as bold and italic offer only a fraction of the expressive potential of dynamic properties

Figure 6.5 Example of Static Typography (Billboard)

• Motion Typography
• Type is often overlaid onto music videos and advertisements, often set in motion following the rhythm of a soundtrack
• On-screen typography has developed to become expressive
• Helping to establish the tone of associated content or express a set of brand values

Week 7:

Class Summary (Week 7- 7/11/2023)

• Upload the final task 2 exercise to the Facebook group for getting feedbacks from the lecturer
• Proceeds to Task 3 exercises

---

INSTRUCTIONS

Back to OUTLINE

<iframe src="https://drive.google.com/file/d/1hZP2QI3yo69O52oGjUGE73FbhRzgzYUT/preview" width="640" height="480" allow="autoplay"></iframe>

Task 2: Text Formatting and Expression

In this Task 2 exercise, we are tasked with typographically representing the three provided contents on a 2-page editorial spread measuring 200mm x 200mm, using Adobe InDesign. For creating the headline text, Adobe Illustrator can be used. No images are permitted for use in this task, but minor graphical elements such as lines, shades, etc. are allowed. This task required us to utilize the knowledge learned from the previous exercises in order to complete it successfully.

1. Layouts 

Figure 1.1 Layout 1, Week 5 (24/10/2023)

HEADLINE

Font/s: Adobe Caslon Pro (Regular, Bold)
Type Size/s: 32 pt, 60 pt, 42 pt
Leading: 38.4 pt, 72 pt, 50.4 pt
Paragraph spacing: -

LEAD-IN TEXT

Font/s: Adobe Caslon Pro (Bold Italic)
Type Size/s: 16 pt
Leading: 19.2 pt
Paragraph spacing: -

BODY TEXT
Font/s: Bodoni Std (72 Book)
Type Size/s: 10 pt
Leading: 12 pt
Paragraph spacing: 12 pt
Characters per-line: 58 pt
Alignment: Left aligned

Margins: 10 mm top, 10 mm left + 10 mm right + 10 mm bottom
Columns: 4
Gutter: 5 mm

Figure 1.2 Layout 2 , Week 5 (24/10/2023)

HEADLINE

Font/s: Janson LT Std (55 Roman)
Type Size/s: 72 pt
Leading: 86.4 pt
Paragraph spacing: -

BODY TEXT
Font/s: ITC Garamond Std (Book)
Type Size/s: 10 pt
Leading: 12 pt
Paragraph spacing: 12 pt
Characters per-line: 56 pt
Alignment: Left aligned

Margins: 10 mm top, 10 mm left + 10 mm right + 10 mm bottom
Columns: 4
Gutter: 5 mm

Figure 1.3 Layout 3, Week 5 (24/10/2023)

HEADLINE

Font/s: Gill Sans Std (Bold, Light, Light shadowed)
Type Size/s: 72 pt, 36 pt, 60 pt
Leading: 86.4 pt, 43.2 pt, 72 pt
Paragraph spacing: -

LEAD-IN TEXT

Font/s: ITC Garamond Std (Book Narrow Italic)
Type Size/s: 18 pt
Leading: 21.6 pt

Paragraph spacing: -

BODY TEXT
Font/s: Gill Sans (Light)
Type Size/s: 10 pt
Leading: 12 pt
Paragraph spacing: 12 pt
Characters per-line: 62 pt
Alignment: Left aligned

Margins: 10 mm top, 10 mm left + 10 mm right + 10 mm bottom
Columns: 4
Gutter: 5 mm

Final Layout

During Week 6, my lecturer, Ms. Hsin, provided feedback, suggesting that Layout 1 is a slightly better option than the other two. I was advised to make some modifications to improve my layout.

Figure 1.4 Final Task 2 Layout (Without grid)- JPEG, Week 6 (31/10/2023)

Figure 1.5 Final Task 2 Layout (With grid)- JPEG, Week 6 (31/10/2023)

Figure 1.6 Final Task 2 Layout (Without grid)- PDF, Week 6 (31/10/2023)

Figure 1.7 Final Task 2 Layout (With grid)- PDF, Week 6 (31/10/2023)

HEADLINE

Font/s: Adobe Caslon Pro (Regular, Bold)
Type Size/s: 32pt, 60pt, 42pt
Leading: 38.4pt, 72pt, 50.4pt
Paragraph spacing: -

LEAD-IN TEXT

Font/s: Adobe Caslon Pro (Bold Italic)
Type Size/s: 16 pt
Leading: 19.2 pt
Paragraph spacing: -

BODY TEXT

Font/s: Univers LT Std (65 Bold), ITC Garamond Std (Book)
Type Size/s: 10 pt
Leading: 12 pt
Paragraph spacing: 12 pt
Characters per-line: 56 pt
Alignment: Left aligned

Margins: 10 mm top, 10 mm left + 10 mm right + 10 mm bottom
Columns: 4
Gutter: 5 mm

---

FEEDBACK

Back to OUTLINE

Week 6- Text Formatting and Expression

Specific Feedback:

I should change the font typeface to a sans-serif font, such as ITC Garamond Std or Univers LT Std, and avoid using fonts like Bodoni Std. Additionally, I should align the paragraphs with cross alignment to ensure that the viewer can read it continuously without being distracted to the wrong paragraph.

General Feedback:

I should avoid excessive use of distortion and graphical elements.

Week 7- Final Text Formatting and Expression

Specific Feedback:

I was recommended to modify Layout 1 and adopt it as the Final design for Task 2, as it is considered the more ideal layout for this exercise.

General Feedback:

We were advised to complete the Further Reading section of our e-portfolio with sources not only provided by the lecturer but also to explore online websites like "Fonts In Use" and "It's Nice That" for additional articles that are light and informative.

---

REFLECTIONS

Back to OUTLINE

Experience

While completing the Task 2 exercise, I learned about various aspects of creating a well-presented layout for the viewer. I encountered several challenges during the layout creation process, wherein I had to consider factors such as font types, text alignment, and heading design. Subsequently, I received advice from my lecturer to change the font type to Sans-Serif, which has less decorative lines and tails, ultimately enhancing viewer readability. Additionally, I recognized the significance of proper text alignment, as incorrect or poorly presented alignment could lead the viewer to lose track of their reading and struggle to identify where to begin reading the text.

Observations

Throughout this exercise, I observed the significance of text alignment. Cross-alignment is strongly recommended, as it enhances the reader's flow of reading experience. This approach helps in maintaining the reader's focus and facilitates a smoother continuation of reading.

Findings

Through this Task 2 exercise, I realized the importance of seeking advice from both lecturers and peers to assess our layouts. This is crucial because, in our constant review of the alignment, we might overlook those minor mistakes. Additionally, I discovered that when designing headlines, it is essential to keep it simple and expressive at the same time as excessive distortion of the text in the headline can lead to confusion for the viewer.

---

FURTHER READING

Back to OUTLINE

Figure 2.1 The Vignelli Canon 

Book Design by: Massimo Vignelli and Beatriz Cifuentes

Assistance in editing of the text by: Sheila Hicks

Based on the given list of recommended readings from the lecturer, I did my second further reading with the book "The Vignelli Canon ". 

Semantics (pg 10-11)

• Semantic: the search of the meaning of whatever we have to design
• research of the history of the subject 
• to have more understanding 
• find the most appropriate direction to develop a new design 
• spend time on searching the accurate and essential meanings, investigating their complexities, learn about their ambiguities
• provide the real bases for a correct inception of projects

Syntactics (pg 12-13)

• Syntax: the discipline that controls the proper use of grammar in the construction of phrases and the articulation of a language
• In graphic design - overall structure, the grid, the typefaces, the text and headlines, the illustrations

Pragmatics (pg 14-15)

• clarity of intent will translate in to clarity of result
• love complexities, avoid complications

Discipline (pg 16-17)

• attention to details requires discipline
• Discipline: a set of self imposed rules, parameters within which we operate
• bag of tools that allows us to design in a consistent manner from beginning to end
• an attitude that provides us with the capacity of controlling our creative work  

Appropriateness (pg 18-19)

• Appropriateness: the search for the specific of any given problem 
• prevents us from taking wrong directions, or alternative routes that lead to nowhere or even worse, to wrong solutions
• directs us to the right kind of media, the right kind of materials, the right kind of scale, the right kind of expression, colour and texture 

Ambiguity (pg 20-21)

• Ambiguity: a plurality of meanings, or the ability of conferring to an object or a design, the possibility of being read in different ways 
• enhance the expression of the design 
• great caution is recommended in using these spices as ambiguity and contradiction can enrich a project but can equally sink the end results

Paper sizes (pg 36-39)

• choice of paper size is one of the first of any given work to be printed 
• A4 is the basic size for stationary 
• Two thirds of it is a square 
• a nice economical happenstance resulting from the golden rectangle

Figure 2.2 Paper sizes

Grids, Margins, Columns and Modules (pg 40-43)

• Grid: represents the basic structure of our graphic design
• helps to organize the content
• provides consistency
• gives an orderly look 
• projects a level of 
• intellectual elegance
• Columns
• provide only one kind of consistency

Figure 2.3 Grids, Margins and Modules

White Space (pg 40-43)

• non only separates the different parts of the message but helps to position the message in the context of the page 

• Tight margins establish a tension between text, images and the edges of the page 

• Wider margins deflate the tension and bring about a certain level of serenity to the page 

Figure 2.4 Example of White Space