Exam 2 Study Guide JL MC 342 Typography Anatomy of type o Ascender o Baseline the imaginary line the words sit on o Bowl that round area that creates an open space o Cap Height the height of the capital letter o Counter the white space created from the bowl o Descender part than hangs belong the baseline o Ear hyphen looking thing on lower case G s o Serif feet on letters o X height the height of the main letter body height of a lowercase letter x Typographic Terms o Leading o Kerning o Illuminated Text o Legibility o Readability Type Sizes o Height Type is measured in points pt The height of the metal body holding a character 1 pt 0 0138 in 1 72 or 72 pt 1 inch o Width Often part of the font style name tekton pro bold teckton pro bold condensed tekton pro bold enlarged o Printed text blocks tend to be 9pt to 12pt o Display type 14pt of larger o Banner headlines 72pt or larger o Color Refers to actual type color and background color Also refers to gray value or density of type on a page The tighter the letter spacing the darker the lines Typeface Families o Blackletter Very ornate Thick with diagonals and thinner supporting lines Traditional Conservative Stylized endings based on handwriting Religious Content German Content EX Blackmoor Old English Cloister Black Light o Roman First introduced in 1465 Exceedingly legible 3 Original forms Old Style Transitional Modern Ex Goudy Old Style Baskerville Times New Roman o Script Designed to mimic handwriting Used official documents Ex Brush Script Edwardian Script o Square Serif Designed in 1815 Also known as Slab or Egyptian Bricklike and rigid Ex Clarendon Rockwell Extra Bold Blackoak o San Serif No serifs Described as clean and simple Ex Arial Verdana Calibri o Miscellaneous Also known as novelty or display type Do not fit easily into other categories Ex Curlz Forte Herculanum Gutenberg Gutenberg Bible Movable Type Role of type in design Graphic Design Identification of art forms Art Influences o Music o Archetecture o Sociopolitical forces Freeform vs Grid styles o Freeform free flowing placement of graphics and text Freeform styles o Art Nouveau Vine like borders Flowing curvy type Whiplash curves Mostly women Used for advertising very commercialized Popular 1890 1914 Anti Art 1960 Absurd asymmetric designs Intended to confuse educate gain attention Popular 1920 1935 19502 Known for its use of colors and textures Streamlined geometric shapes Sans Serif Consumerism popular culture o Dada o Art Deco o Pop Art o Punk o Graffiti Angry rebellious random Colors usually two tone usually a black Intended to shock or create a sense of empathy or revulsion Deliberate marking on public or private property Popular 1960s Used by political activists to make statements Grid o Organized and efficient o Structured o De Stijl Unemotional Uses of lines common shapes and red yellow and blue colors o Bauhaus Promotes social responsibility Very Functional Principles of design o Contrast Refers to differences in Size o Proportional variances o Center of visual impact Color Space o A lot of contrast energetic youthful design o Minimal contrast conservative functional o Scale determines space o Around the edges not trapped in the center o Use can change the perceived meaning Symbolism Time o In Screen Presentations Long display time greater emphasis Shorter display time less emphasis o Important in planning transitions Long slow fade restful or romantic Quick cuts action or energy Sound o Refers to all audio in a presentation Music Dialogue Narration Sound Effects o Sound can change the feel of design piece o Balance o Rhythm Refers to the placement of elements Use of design elements to control the viewer s eye Sequencing Simplicity o Unity Elements Colors Style and tone Infographics Visual Identification Definition purpose and anatomy o What are info graphics Full color graphics Quantitative Data Visual Displays Explain difficult parts of a story Eye catching Technical or complex data o What are info graphics Contextual Perceptive Cognitive Question visual data context story o Common visual representations Size Color Location Networks Time Types of Info graphics o Statistical Charts Display numerical information concisely show trends visually Line Chart o Meant to show trends over time o Need to start at zero o Intervals need to be equally spaced to avoid miss presenting data o Area charts line charts but are filled underneath Clearer Bar Chart Spark line o Vertical or Horizontal o Comparisons trends over time o Dow Jones o Individual data points are not as important as overall trends Pie Charts whole Pictographs o Always used to discuss percentages as a o Non statistical Fact boxes o Really hard to represent data using pictures o Belittles the viewer make it obvious Data Maps Visuals combining geographic information with numeric data Picture of country and temperatures electoral college Contain key points summarizing a story Resemble journalistic sidebar Rarely stand alone Tables Ordered rows and columns of information Organizing data and doesn t need numbers making it a non statistical TV guide Non data maps Locator o Shows simplified design of a geographic o Liked by the News car chase show the location area o Dots on a map Explanatory o Shows where something occurred and the series of events Diagrams Etc Reveal details of how things work Flow charts Court room sketches Timelines Truvian Map Purpose of Info graphics o Education o Explains the why and how of a story Anatomy of an Info graphic o Visuals o Content Reference Icons Color Coding Graphics Statistics Time Frames References Knowledge o Facts o Deductions USA Today o Leader in use of info graphics o March 24 2009 content analysis showed 40 pages 159 stories 111 photos 209 info graphics Rules for good infographics o Very subjective o Changes over time o Varies across cultures