Typography

1. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
GDF 111 Graphic Design
Fundamentals

2. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Typography
• Typeface- design of the letters
• Font- complete set of characters (software
typeface)
• Above all else, the audience must be able to
read it!

3. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Typeface Categories
• Serif- conservative and highly legible
• San-Serif- casual and legible
• Scripts- hand written
• Novelty-immediate tone setting and hard to
read

4. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Type Characteristics
• Size
– Measured in pica or points- 72 points in an inch…
12 points in a pica… 6 picas per inch
– Computer screen can be deceptive
– Printed proof to see actual size
– Web design should be judged on a screen

5. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Type Characteristics cont.
• Line Length
– Measured in pica
– Flow to fill predetermined column
• Style
– Legibility prime concern
– Either stick to one type family or they need to be
very different

6. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Type Characteristics cont.
• Leading
– Vertical Space between lines
– Readability concerns
• Spacing
– Kerning- space between letters
– Word Spacing

7. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Type Characteristics cont.
• Format
– Justified-all lines same length
– Unjustified- flush left or right, center and
asymmetrical
• Style and Content
– Visual tone
– Affects image of client

8. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Type Characteristics Examined
• Type
• Type
• Type
• Type
• Type
• Type
• Type
• Type
• Type
• Type
• Type
• Type

9. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Typeface Layout Tips
• Serif body/San Title or vice verca
• No novelty in body
• Italics for emphasis
• Never all caps
• Limit 2 fonts per page
• Limit 3 font sizes per page
• Simplify

10. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Text Contrast Layout Tips
• Contract title and body text for interest
• Vary size, weight, style, separation, color
differences
• Best legibility (black text/white paper)
• Reduce legibility (black text/dark paper)
• Simplify

11. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Text Format Tips
• Consistent space
• Separate paragraphs with either line space or indent,
not both.
• 50-70 words per line
• Leave plenty of white space
• Balance
• Look at the whole
• Simplify

12. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Type Design

13. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Type Design

14. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Images
• Creating Graphics
• Illustration- using images that represent or
express to make a visual statement
• Can show something that cannot be
photographed
• Purpose- present product, tell story, clarify
concept, or demonstrate a service.

15. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Basic Types of Graphic Creation
Programs
• Drawing- Vector programs
– Illustrator- draws object… no layers
• Paint- Bitmap programs
– Photoshop- working in pixels and layers
– .bmp .jpeg .gif .pic .tif

16. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
What is a Pixel?
• Building Blocks
• # of pixels and color determine image quality,
size and the look of the image
• Cannot delete a pixel, just change its color
• More pixels, larger file size… so eliminate
unnecessary pixels
• # of pixels per inch determine resolution, the
key to image quality

17. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Pros/Cons of Bitmap images
• Most appropriate for photo-realistic images and
complex drawings
• Large file size, inability to resize or scale without
effort and loss of quality
• Bit-depth determines # of colors that can be
displayed by individual pixel
• Can grab from screen, scan it, download or capture it
• Can manipulate it, adjust it, cut and paste it

18. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Pros/Cons of Vector images
• Most appropriate for shapes (mathematically
expressed)
• Can be filled with color and patterns
• Use a fraction of the file space as bitmaps
• For web, downloads faster
• Most programs can export vector to bitmap
• Vector images require a plug-in to display on the web
(Flash)
• Can not be used for photo-realistic images

19. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
File Formats
• High Quality for printing
– TIFF- high image quality
– EPS- less common
• Compression Formats for Screen
– JPEG- photos and illustration
– GIF- text, logos and charts
– PNG- need transparency around the graphic
– PDF- design intact- paper files

20. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Basic Photo Design Issues
• Aspect Ratio
• Scanning and Essential Area- Over scan
• Information Density
– Watch for information overload
– Try not to crowd too much info into one space

21. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Digital Cameras and Scanning
• Choosing the Best Resolution?
– Input and Output
• How distribute? 72 for web, 100-300 for
printing
• Formula for resolution- x 1.5 or 2
• Pros use 1,200 or 2,400 hundred for original
and link to file

22. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

23. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Impact of Photography
• Not capturing reality
– Fact that camera is there can change things
– Editing and Manipulating

24. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

25. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

26. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4

27. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
What is the goal(s)?
• Owner’s Goals
– Business aspect =
Making money
– Measure the audience
– Brand Positioning =
Personality
• User’s Goals
– Information
– Commerce
– Easy
– Useable
– Identifiable

28. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Identifying User Goals
• Again, let’s use the website your group is working on.
• What would be some user goals for a site?
• How would they use the site?
• What do they want from this site?
• How many steps would be acceptable to perform a
task?

29. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Determine cost, timeline, and tasks
• As a general rule, three variable are time,
money, and people.
• Budget is total of estimated hours for each
task at hourly rate
• Have contractors and consultant work off-site
and with own equipment, so they are not
employees

30. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Project Bid
• The cover and package
• Table of contents
• Needs analysis and description
• Target audience
• Creative strategy
• Project implementation
• Budget

31. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Content Acquisition
• Self produced
• Third party content sources (clip art, stock footage
library, public domain sources)
• Public Domain has no owner, but never assume
• Copyrighted material can not be used without
permission
• If in doubt, don’t use it unless you paid for it.

32. Subject Name Code Credit Hours
GRAPHIC DESIGN FUNDAMENTALS GDF 111 4
Using Talent
• American Federation of Television and Radio Artists
(AFTRA) or Screen Actors Guild (SAG)
• Talent Agency
• Auditions and Casting Calls
• Union Contracts ($540/8 hour day)
• Release Forms
• Always think about future use, when working with
release forms.