Typography ✦Task 2✦

During week 5, our module lecturer, Mr. Vinod introduced another design software that is used for Typography, which is Adobe InDesign. InDesign is a layout and page design software which consist of functions to aid in text formatting and page layout design for prints.

Task 2 of Typography requires us to select one of the three text options provided by the lecturer in which we have to understand the context of each text. This is followed by expressing the content typographically into a 2-page editorial spread.

The requirements of task 2 is as followed:

Dimensions of 200mm x 200mm per page.
Only in greyscale.
Utilize the provided 10 typefaces.
Only minor graphical elements are allowed, such as line, shade.
No images allowed.

◇─────────────────────────────────────────────────────────◇

✦INSTRUCTIONS✦

Figure 1.1: Assignment Guidelines for Typography.

◇─────────────────────────────────────────────────────────◇

✦DESIGN PROCESS✦

1.0 Research

Prior to beginning the ideation of layouts, we were instructed to select one of the three text provided in which we had to understand the content of the paragraph to express the writer's emotions towards the subject of the particular body text.

The editorial text I have selected was 'A Code to Build on and Live by'. The body text was significantly longer as compared to the other two text options. However, I relate to the context of the text and found it interesting of the code that a designer should live by. These sets of paragraphs each tells a different designer's code of ethics in which, as a designer, we are not required to follow strictly but to live by to maintain morality in our works.

Hence, I searched on references of layout designs found on the internet which I thought were interesting and inspiring. This is to help me with my brainstorming and ideation process to generate different layout designs.

Figure 2.1: One of the pages from Hundia / 2013.

Figure 2.2: Headline typography on Pinterest.

Figure 2.3: Clarendon type posters on Pinterest.

2.0 Ideation

Prior to creating any sketches, I looked at the body text in an entirety to visualize the type of layouts I could work with. I have created several thumbnail sketches with a variation of heading designs. I used grey blocks to block out the placement of the body text.

Figure 2.4: Layout Sketches #1. (05.05.23)

Figure 2.5: Layout Sketches #2. (05.05.23)

Figure 2.6: Layout Sketches #3. (05.05.23)

3.0 Layout

Based on the sketches, I have digitalized the headline designs utilizing Adobe Illustrator. I have chosen different fonts for each design to give a different tone.

Figure 2.7: Digitalization of type expressions. (06.05.23)

Figure 2.8: Headline draft #1 using font, Janson Text LT Std to set a formal tone. (06.05.23)

Figure 2.9: Headline draft #2 using font, Univers LT Std to give a strong tone. (06.05.23)

Figure 2.10: Headline draft #3 using font, Futura Std to achieve a minmalistic look. (06.05.23)

Then, I have formatted the text provided in Adobe Indesign. I have played with layouts as well as simple shapes in order to enhance the attraction of important parts of the text. At this point, I have not done any kerning as I am still deciding if I want to do left justified or left aligned.

Figure 2.11: Layout #1 (without kerning). (07.05.23)

Figure 2.12: Layout #2 (without kerning). (07.05.23)

Figure 2.13: Layout #3 (without kerning). (07.05.23)

During the evaluation on Week 6, Mr. Vinod stated that my design had no expression to the meaning of the word which does not align with the assignment guidelines. Hence, I went back to my drawing board and designed a headline focusing on type expressions. I have decided to express the word build as code is a very difficult word to express. I have created several drafts on build but I was not satisfied with the outcome.

Figure 2.14: Re-exploration of headline draft.(10.05.23)

After a few sketches, I have found one that I am satisfied with. 'Build' is expressed as a tall rectangular building shown in an isometric perspective followed by lines that represent the roads of a city that is arranged throughout the layout.

Figure 2.15: Headline draft #6 of layout design. (11.05.23)

Then, I followed the previous procedures and digitalized the sketch of the type expression produced in Adobe Illustrator. This design is slightly challenging as it deals with isometric perspectives. However, the functions in Ai are convenient in which it can create an isometric grid as well as apply isometric transformation on words.

Figure 2.16: Digitalization of headline. (11.05.23)

Figure 2.17: Headline draft #4 using the font Bodoni Std / Poster Compressed to give a sophisticated look. (11.05.23)

This is followed by the addition of texts in Adobe Indesign which I readjusted one of the previous layouts as it fits to my current headline design. The body text uses a non-serif font as I felt that the headline set the tone of the spread to look very strict and stoic due to the blocky elements. Hence, I want to add in a casual aspect by using a non-serif font for the body text by choosing the typeface, Gill Sans Std Regular.

Figure 2.18: Addition of body text to spread with subheading of each paragraph highlighted. (12.05.23)

I added the ending quote on the first page of the editorial spread as I thought it was a very influential line and has to be highlighted along with the headline.

Figure 2.19: Addition of ending quote to balance the elements on both pages. (12.05.23)

Based on a technique introduced by Mr. Vinod, I have blocked out the layout using rectangular of different shades to determine the balance of elements within the spread.

Figure 2.20: Blocking out of layout. (12.05.23)

After that, I ensured that the overall placement of elements is balanced. Finally, I have adjusted the kerning and tracking to create a visually pleasing effect on the body paragraphs which are left aligned.

Figure 2.17: Layout #4 (with kerning). (13.05.23)

4.0 Final Outcome

Head

Font/s: Bodoni Std Poster Compressed (Largest headline), Bodoni Std Roman (Small headline)

Type Size/s: 120 pt (Large headline), 24 pt (Small headline)

Leading: -

Paragraph spacing: -

Body

Font/s: Gill Sans Std Regular (Body), Univers LT Std 75 Black (Subheading)

Type Size/s: 8 pt (Body), 10 pt (Subheading)

Leading: 10 pt

Paragraph spacing: 10 pt

Characters per-line: 49

Alignment: Left aligned

Margins: 10mm (top+bottom+left+right)

Columns: 3

Gutter: 5mm

Figure 3.1: Final Task 2: Typographic Exploration and Communication (without baseline grids) - JPEG. (16.05.23)

Figure 3.2: Final Task 2: Typographic Exploration and Communication (without baseline grids) - PDF. (16.05.23)

Figure 3.3: Final Task 2: Typographic Exploration and Communication (with baseline grids) - JPEG. (16.05.23)

Figure 3.4: Final Task 2: Typographic Exploration and Communication (with baseline grids) - PDF. (16.05.23)

◇─────────────────────────────────────────────────────────◇

✦FEEDBACK✦

Week 6

General Feedback:

This week Mr. Vinod evaluated our Project 2 in which we are required to design a headline as well as format a text. He stated as a designer, our role is not only to express a subject, but also to create a visually pleasing design that is able to attract the audience. Moreover, form must relate to significance in which significance in the element is more important than function. Every design requires significance containing the message a designer wants to convey to the audience. The use of Bodoni as body text is not preferred due to the contrast of the letterform as the thin strokes is overwhelmed by the thick strokes.

Specific Feedback:

Mr. Vinod gave feedback for three of my initial layout designs. Based on all three of my designs, there is a slight issue with my headline in which the expression is not clear to the meaning of the text. The design appeared to be meaningless. Hence, I should think about the significance behind the design or add minimal graphical elements to further improve the design. However, the layout formatting is overall good. The first design has a long line length but it was tackled well by breaking the tension with the ending lines layered towards the end. Mr. Vinod preferred the third design the most as the dynamic headline complements the well-formatted layout. The font size and leading was done well in which the readability is maintained although there were many texts. It was suggested that the ‘A’ could be made smaller.

Week 7

General Feedback:

The PDF files posted in the e-portfolio must be ensured that it is available for viewing by rechecking the visibility in the google drive shared. This can also be confirmed by opening a separate incognito tab and check the visibility of the files. The final product that requires to be delivered each assignment can be reconfirmed by referencing the senior’s blog and the module information. A good student will strive to improve constantly by learning from others.

Specific Feedback:

Mr. Vinod gave feedback for our final layout design. My layout design was overall alright with proper line length and composition. Other than that, there was nothing major that I need to change.

◇─────────────────────────────────────────────────────────◇

✦REFLECTIONS✦

Experience

We were given three weeks to complete the second assignment of the Typography module, which is Task 2: Typographic Exploration and Communication. This assignment requires us to utilize the knowledge gained from the exercises in Task 1, which are Type Expression and Text Formatting, and combined them into a two-page spread that includes both elements. The workload is significantly less in terms of product to be delivered by the deadline as compared to Task 1, however, this assignment is more challenging as it tests both design and technical skills in Typography. I struggled with the design of the headline as it was hard to convey the meaning towards a type expression as well as maintain a good interaction with the body text at the same time. Although I had to revise my design several times, it gave me valuable experience through the multiple trial and errors which made me realize the detailed technicality that goes into a simple two-page spread layout.

Observation

The main observation that I have made throughout the assignment is that a good sense of hierarchy is able to give spotlight to the main focal point while also not drowning out the remaining elements of the layout. The general composition of an editorial layout should allow the viewers' eyes to naturally flow from the headline to the body text, and finally, the ending quote. The headline should not be too heavy when compared to the body text as it may cause a sense of tension between the two elements. For example, if the headline is thick and bolded in black, it may cause a strain to the viewers' eyes and draw them away from the content. Hence, hierarchy is important to give a natural flow of readability of a page.

Findings

This assignment allowed me to understand the importance of correlation between the headline and the body text of a layout. I have learnt that in an editorial spread, it is important to allow interaction between the headline and the body text in order to create a dynamic design. If the headline is centered as a single object and the body text is placed separately, it may seem that the headline has no relationship to the body text, causing misinterpretation to the audience. In conclusion, a good design contains of a good type expression for the headline which interacts with the body text. The body text also should also be paid attention to by using proper fonts and font sizes, as well as, sufficient tracking and kerning and cross alignment.

◇─────────────────────────────────────────────────────────◇

✦FURTHER READING✦

I have read a few pages of the book, 'A Type Primer 2nd Edition' by John Kane. This book is a practical book for beginning students of graphic design which provides the demonstration of basic typography principles. Moreover, it also contains rich historical knowledge regarding the background information of typography, numerous examples to illustrate the points raised, and a series of useful exercises to help readers put basic principles into practice.

Figure 4.1: Cover page of 'A Type Primer 2nd edition' by John Kane.

The first chapter of the book describes the basics of typography, which includes describing letterforms, fonts, describing typefaces, measuring type, comparing typefaces and display typefaces. These provide an introductory lesson to beginners to familiarize the general elements encountered when dealing with typography.

Figure 4.2: Page 3 of 'A Type Primer 2nd edition' by John Kane.

When reading this book, the first few chapters are basically a revision of what was taught in the lectures by Mr. Vinod. However, more examples are provided which allowed me to have further understanding of each terminology in Typography. For example:

Punctuation, miscellaneous characters.
Dingbats: various symbols and ornaments that are intended for use with type. Usually marketed as their own fonts.

Figure 4.3: Page 7 of 'A Type Primer 2nd edition' by John Kane.

The most eye-catching section of the first chapter is the 'Display Typefaces' which covers the type that is presented at 18 pt and above and primarily used for headlines and callouts. This is because the lectures only covers text type, which is defined as type intended primarily for presentation at between 6 pt to 12 pt.

Figure 4.4: Page 14 of 'A Type Primer 2nd edition' by John Kane.

Display typefaces consists of expressive characteristics which allow them to be attractive at a large scale. The characteristics include:

Extreme compression
Extension of form
Unusually large or small counterforms
Complex details
Strong pictorial references

Search This Blog

✦Ariel Chin Bei Yi 0343651✦