Typography/ Task 2: Typographic Exploration and Communication

 

03/10/2022 - 14/10/2022 / Week 6- Week 7 

Goh Jia Yih / 0342839 / Bachelor of Mass Communication
(Advertising and Brand Management)
Typography/ Task (Text Formatting and Expression/ Task 2)

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LECTURES

Link To Lectures (Week1 to Week6)

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INSTRUCTIONS

Task 2

Text Formatting and Expression

By choosing from a list of content, we are tasked to express it typographically. No images are allowed, however some minor graphical elements (line, shade, etc) might be acceptable. We will be using Adobe InDesign to compose and express the text within a given size, while utilizing the knowledge gained in the previous exercises & other modules from the same semester. 

Visual Research

Figure 1.0: Visual Research/ 1

Figure 1.1: Visual Research/ 2

Figure 1.2: Visual Research/ 3

Before creating the sketches, I did some visual research to get some ideas and inspiration. I wanted to create a layout design with strong contrast, so from my visual research, I found that a bold application of black was one of the good tips to do it.

Sketches

Figure 1.3: Sketches (05/10/2022)

I used Illustrator to create few simple digital layout sketches. I didn't make as many sketches because I prefer to try out layouts in InDesign right away to see how the text looks. 

Type Expression

Figure 1.4: Experimenting with the expression of Heading in Adobe Illustrator (05/10/2022)

In Adobe Illustrator, I began experimenting with various types of headline expressions. I experimented with combining different typefaces in one headline and discovered that it would have a different feel.

Layout Progress

Figure 1.5: Layouts (08/10/2022)

I decided to continue with the layout at the bottom right, where the BAUHAUS text is subtly overlaid. So I took it a step further and experimented with a few different compositions.

Figure 1.6: Layouts (08/10/2022)

Shortlisted Layouts

Figure 1.7: Layout/1 (09/10/2022)

Fonts: Univers LT Std (Bold, Roman), Gill Sans (Regular)

Point size: 9 pt (text), 13 pt (lead-in text), 19 pt (small heading), 162 pt (heading)

Leading: 11 pt (text), 15 pt (lead-in text)

Paragraph spacing: 11 pt (text)

Line length: 58 (body text)

Figure 1.8: Layout/2 (09/10/2022)

Fonts: Univers LT Std (Bold, Roman), Gill Sans (Regular)

Point size: 9 pt (text), 13 pt (lead-in text), 19 pt (small heading), 162 pt (heading)

Leading: 11 pt (text), 15 pt (lead-in text)

Paragraph spacing: 11 pt (text)

Line length: 58 (body text)

In the shortlisted layout, I further experimented with different contrasting styles, playing with black and white backgrounds and text colors.

Figure 1.9: Layouts (14/10/2022)

Final Typographic Exploration and Communication 

Figure 2.0: Final Typographic Exploration and Communication Submission in JPEG (14/10/2022)

Figure 2.1: Final Typographic Exploration and Communication Submission in PDF (14/10/2022)

Figure 2.2: Typographic Exploration and Communication with Guides and grids in PDF (14/10/2022)

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FEEDBACKS

Week 6 (Peer Feedback)

General Feedback: Good alignment and layout. Headings could be larger and increased gutters are suggested. No unnecessary non-objective elements are presented.

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REFLECTIONS

Experiences

Regarding this assignment, we had the opportunity to receive valuable feedback from each of our classmates, which I believe helped us grow as designers. I tried and struggled with many different layouts while working on Task 2, and I learned a lot from the constant exploration. I still think I have a lot of room for improvement and learning.

Observations

Throughout this project, I discovered that Task 1 benefited me greatly and that I was more thoughtful in my execution. I noticed that I was able to visualize very quickly when the layout didn't look right or didn't look contrasty enough. I enjoyed experimenting with new design elements and figuring out new potential layout designs.

Findings

Throughout this task, I discovered that there are many elements that contribute to a professional and clean layout. I believe the feedbacks helped me understand what makes a layout look good and serve its purpose. Furthermore, I have learned to positively incorporate feedback, to understand potential flaws in my work, and to constantly improve.

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FURTHER READING

Typographic Design: Form and Communication

Figure 2.3: Typographic Design: Form and Communication, 6th Edition

Chapter 4- The Typographic Grid

 

Grid systems help designers make information more clear and accessible. Typographic grids can provide form and space with proportional harmony and aesthetic beauty when they are used effectively.

 

Structure and Space

The common denominator for all typographic communication is space. When typographic elements are introduced into space, subliminal divisions establish, and these divisions form spatial structure. New structures emerge as typographic elements shift syntactically in size, weight, and position.

 

Proportion

The perception of divided space is that it is a system of proportional relationships. To work effectively with the typographic grid is to understand that it also is a system of proportions. The size and placement of typographic elements are governed by a grid ratio, which is a mathematical relationship between two or more grid measurements.

 

The Square

The basic square is a natural division of the golden section. This archetypal form influenced the development of the modern grid more than any other proportional system. Squares in combination lend an infinite variety of visual patterns.

 

Single Column Grids

It is often best to set text as a single block when it appears as a simple, linear narrative, as in a traditional novel or exhibition panel. Single-column grids may appear quite unremarkable to the average reader, but in reality effective layouts are crafted with the utmost concern for minute detail. Choosing the right typeface for the content; adjusting letter-, word-, and linespacing for optimum legibility; and developing the proportions to set an appropriate tone are some of the issues that require the designer’s attention.

 

Multicolumn Grids

Structure type is the process of organising typographic forms into a unified whole and creating visual pathways between them. Depending on the complexity of the content, two or more columns can be employed. The type area within a grid is composed of vertical columns. The width of text columns and the intervals between them should promote optimum legibility when required. The size of type should be measured on the column width to achieve the ideal number of characters per line.

 

Modular Grids

The modular grid offers opportunities to present more complex information with a high degree of accuracy and clarity. Modules are formed by the intersections of horizontal and vertical lines. These units provide zones for the placement of different parts of information. The goal is to create a distinct hierarchy between units of information. This is achieved by understanding the different levels of information and representing them as contrasting elements.

Figure : Typographic Design: Form and Communication, (Chapter 4) page 81

Improvisational structures 

Improvisational structures evolve in response to the specific elements of information, as opposed to modular grids, which are predetermined organizational devices. A complete grasp of the visual material in question enables designers to understand the relationships between parts and to create visual hierarchies among them. 

This flexible construction process involves inserting typographic forms in space to establish form and content relationships, substituting these forms with revised forms as necessary, and omitting forms that are inconsequential. Working with improvisational structures calls for a firm understanding of asymmetrical composition, the dynamics of positive and negative space, and the essential role of visual contrast among typographic elements.