NOTES:

Delilah Eryavec

3/1/17

Notes: Design & Typography

[Think about your audience/client and what they're looking for]

-Legibility:

 Choose classical time-tested typefaces (font), use for optimum legibility

 Use these before going "whacky"

 Ex: Times New Roman, Helvetica, 

-Serif vs Sans Serif:

 Serif reads best at smaller sizes, can be complimentary

 Serif (Has the ending terminals that make it easy to read even for a small font)

 Serif Font (Has smooth edges and endings throughout, making it hard to read if it's small; use for headlines)

-Font Variance:

 Too many different fonts confuse the reader and distracts the eye. 

 Too many different fonts spoil the design; particularly if they're not complementary

[Fonts that are too similar will cause ambiguity]

-Readability:

 Use upper and lower case letters for optimum clarity

 All caps are the equivalent to yelling and anger; Use for title or small points

-Alignment:

 Left alignment reads easiest; consider eye flow as it moves down a page.

 Middle alignment in used for end credits scrolls in movies

 Right alignment doesn't have the easiest eye flow

-Emphasis:

 Use these tools with discretion and without disturbing eye flow

 Use italics, boldness, size, color, and typestyle change wisely and make sure they compliment each other

-Integrity:

 Avoid stretching or distorting type

 Stretching and squashing the type for legible reasons and general sense

-Weight:

 Strive for a sense of balance

 Fonts going from thick to thin messes with the eye

-Kerning:

 Ability to tweak the space between lines; can be used to tighten up a space and make type complementary

-Tracking:

 It's 'Kerning' but modifying 'Kerning' to make it apply to a larger area/a whole section of type

-Large Text Blocks: Rags

 Adjusting the lines and how a large section of text looks so a reader has an easier time reading and consistent for the reader.

-Consistent Spacing:

 Letters should flow, pay attention to word and line spacing