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Mastering Typography: A Comprehensive Short Course on Essential Design Principles

Dive into the fundamentals of typography with this short course that covers everything from font families and styles to effective use of size, color, and case. Learn to distinguish between serif and sans-serif fonts, explore decorative typography, and understand the hierarchy of text sizes. Discover how color influences mood and tone in design, and grasp the importance of visual and verbal connections. Whether you’re a beginner or looking to refine your skills, this course will enhance your typographic knowledge and elevate your design projects.

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Mastering Typography: A Comprehensive Short Course on Essential Design Principles

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  1. Putting it into words typography SHORTCOURSE

  2. Typography basics • Font • Families with different variations • One family can have very different effects Example – Helvetica normal Helvetica Bold Oblique Helvetica Bold Helvetica Regular Helvetica Oblique Helvetica Outline

  3. Typography basics • Style • Serif font – has “feet” • Times, Palatino, Goudy Old Style • San serif font – sans means without (without “feet”) • Helvetica, Eurostyle, Franklin Gothic • Decorative font – considered specialty fonts • (do NOT use in all caps or in large amounts of copy) • Zapfino, Braggadocia, Chicago House

  4. Typography basics • Size – there is a hierarchy of size most graphic designers follow • Main Headline – anything above 36 pt. • Secondary Headline – half the size of the main headline • Body Copy – 9 pt. to 12 pt. • Caption Copy – 7 pt. to 9 point • Bylines – 6 pt – whatever works with the design (usually under 14 pt.

  5. Typography basics • Color • Remember – colors show tone and mood. They are symbolic of emotion red = fire and passion, speed, blood, fire blue = calm, true, cold, stability, harmony white = cleanliness, purity, innocence yellow = joy, happiness, hope, sunshine, cowardly, hazardous purple – royalty, transformation, spirituality orange – energy, balance, warmth, demanding attention green – nature, health, renewal, jealousy, envy brown – earth, stability, outdoors, endurance

  6. Typography basics • Case • ALL CAPS • Sentence style • Headline Style Would Look Like This • SMALL CAPS

  7. Headline Parts • Main (primary) • grabs readers attention & advertises content • Secondary • provides details that give more info/depth • Label • gives quick identification with descriptor word(s)

  8. Content Driven • Informative & insightful • Grabs the readers attention, tells us something or creates a mood/tone • Visual/verbal connection • Should work together with photos or artwork through tone, color, type choices • Literary techniques • Onomatopoeia – bing, bang, bonk • Alliteration – she sells sea shells • Rhyming – flower power • Play on words/pun – “Entertainment Weekly” masters at this type of headline treatment

  9. examples// color choice • headline styles • artistic touches Label headline Use of linking colors Artistic use signature

  10. examples// color choice • headline styles • artistic touches • proximity • alignment Dominant headline Play on words Artistic treatment Contrasting color Proximity & alignment

  11. examples// color choice • headline styles • artistic touches * layering What do YOU see? Contrasting color

  12. examples// color choice • headline styles • use of photograpy • backround layering What do YOU see?

  13. examples// color choice • using type as art• artistic touches • use of lines What do YOU see?

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