TYPOGRAPHY

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Typography is the ART and technique of arranging type, type design, and modifying type glyphs. As the designer, you have choices with regard to the:

SHAPE of text - ie. TypeFace (Font), TypeStyle, PointSize, Spacing, TypeCase, Angle, Skew
POSITION of the text (are all words placed together, apart, aligned, separated)
COLOUR and EFFECTS of text - #000000 vs. #004b3F vs. #41e5a4 ; Fill and Stroke, Dropshadow

The objectives of typography are:

To ensure LEGIBILITY of your text (It has to be easy to read)
Convey the CONTENT of the text (the text should make some emotional impact, or lend itself to the subject matter)

Example - here's the title for a Movie Poster project:

Some Typographical Techniques:

1. The Original Text - legible, but not particularly effective. Typography is NOT about applying a bunch of filters, effects or layer styles to the text - it's about intelligently SHAPING and CRAFTING the text elements.

2. Adjust Group and Size
(Observing "Proximity" and "Alignment")

Split text into "Logical" phrases or groups
Emphasize important elements by increasing their point size (or by reducing the size of less important elements)
ALIGN top and bottom rows by adjusting or transforming their relative sizes

3. Pick contrasting TYPEFACES

Choose DISSIMILAR typefaces from different (but complementary) Font Families
- SERIF, SANS, SCRIPT, SLAB, DECORATIVE
Choose TWO - only two fonts are needed - more is overkill
Adjust the size of the elements to ensure alignment. Varying sizes and fonts keep things looking interesting. Remember that the size should imply the relative importance of each element in the title.

4. Use COLOUR to create Readability and Contrast

Alternate Fill and Stroke colours
Apply Dropshadows

USEFUL LAYER STYLES -

STROKE
- The outlines around text
- Help to create CONTRAST and readibility
FILL
- The colour within text
- Use a STRONG, BOLD font with lots of fill area
DROPSHADOW

INNER/OUTER GLOW

What Font Should I Use?

Check out this article - it really is EXCELLENT

Here are some great examples to get you thinking:

Typographic Design

You are to use the Principles of Design along with your knowledge of typography and create an landscape US paper Photoshop document at 220 ppi (we're going to print them when you're done). You are to use your knowledge of fonts and typography to place content on the canvass that glorifies one of the "7 deadly sins" in relation to a product of your choice that you'll photograph in the studio. The piece should reflect the sin chosen and make a statement about the product at the same time. You may have images but the focus should be on the words on the screen. E.g. using Pride & ownership of Samsung Galaxy phone.