Join John McWade for an in-depth discussion in this video Typographic voice, part of Learning to Set Display Type.
- The reason any of this matters,…form, function, spacing, contrasts,…the reason we have so many typefaces…is because type has a voice.…Just like the tone in your voice affects your spoken words,…the look of your typeset words quite literally…affects what they say.…Judging purely by appearance,…what would you say this show is about?…How about now?…How about this one?…One more.…
My eye tells me we have a lover's fight,…a bar room brawl,…a WWF match, and a playground fisticuff.…Everyone understands this intuitively.…But the designers job is to know…the voices of type, all the way from obvious to subtle.…Let me show you what I mean…by looking at a variety of typefaces.…We've seen this one already.…Essonnes is an italic as graceful and light as a breath.…
It's excellent for topics that require…the tradition of classic Roman letters,…and a barely there touch.…It's a good choice for anything romantic…without being cliche or sentimental.…Here we have organic, hand-scripted forms…in contrast with geometric Sans-Serif type.…
Join John McWade as he explains how to design in a variety of styles and voices using display type, which is type that's set at headline size and above. He discusses type families that include strikingly expressive characters, shows how to combine typefaces, shares how to avoid common design flaws, and takes you through working with type in photos. This art form is applicable to print advertising, brochures, magazines, posters, fliers, slide decks, and much more.
- What is display type?
- Form vs. function
- Setting display type
- Combining typefaces
- Tightening or loosening a setting
- Using display type with images
- Avoiding common mistakes
- Typographic voice