Why good typography matters
Video: Why good typography mattersType can help form that critical first impression about your message. Type is important because the viewer gets an impression about your message before even beginning to read it. For example, Type can appear to be friendly or aggressive. It can suggest a traditional or a modern approach. It can look feminine or masculine. It can look calm or chaotic. As a designer, you want to choose a type style that best expresses the message you want to send.
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Good typography can add tremendous power to your design and your message, whether it is a print- or screen-based project, a still or motion graphic, a 3D or 2D graphic. This course explains good typographic practices, so that you can develop an "eye" for type and understand how to effectively use it. Author Ina Saltz explains type classifications (serif vs. sans serif, display type vs. text type), how type is measured, sized, and organized, and how spacing and alignment affect your design. She also explains how to use kerning, tracking, leading, and line length, and covers the history and current trends in typography. The course teaches the principles of legibility, readability, and compatibility, and how they should be considered when you're selecting and designing with type.
- What is typography?
- Differentiating type characteristics
- Using ornamental and decorative type
- Combining typefaces
- Using contrast and scale
- Kerning and kerning pairs
- Choosing the optimum line length
- Aligning and spacing characters, words, and paragraphs
- Understanding factors affecting legibility
- Working with three-dimensional type
- Putting type in motion
Why good typography matters
Type can help form that critical first impression about your message. Type is important because the viewer gets an impression about your message before even beginning to read it. For example, Type can appear to be friendly or aggressive. It can suggest a traditional or a modern approach. It can look feminine or masculine. It can look calm or chaotic. As a designer, you want to choose a type style that best expresses the message you want to send.
When type is used well and does its job, a positive impression is made immediately at a glance. When we see these type used well, we are already absorbing key information about the content. In today's immersive visually driven media culture, people are becoming more and more visually sophisticated. Even those who haven't been educated in the fine points of typographic usage, can sense the difference between well executed typography and type that has been chosen or used thoughtlessly.
They may not be able to explain exactly why they have a negative feeling but they know something is not quite right. Companies spend a lot of time and money, formulating their typographic branding and corporate identities. They understand that type has a personality. It makes an impression. It can pack a punch and evoke an emotional response from the viewer. In every situation, good, clean typography can make a difference. I know that typography can be intimidating but in this course, I'm going to help you see the differences between good and bad typography.
We'll cover the proper way to choose typefaces, how to combine typefaces, and how to arrange type well. Good type usage will always enhance and amplify the meaning of the text. Remember good type matters.
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