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Build your awareness of the possiblities of typography.
Goal: to arrange a headline for maximum impact and control of how
the message is understood. Does your message sing or shout?
Note: I use layout software for this but you can also keep refining
your type sketches on paper.
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Start
with paper and pencil. Pretend you are charged with creating
a billboard with nothing but text. Write out the phrase: "Does
your message sing or shout?"
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Do
any arrangements/styles of type suggest themselves?
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Remember:
you don't have to rely on gimmicks. Simple is best.
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Execute
your best idea. Layout programs such as PageMaker or Quark or
InDesign will give you the most flexibility to move and position
the type.
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The
same principles of contrast and design apply to a simple line
of typography. What word do you want to be dominant? Is it larger,
darker, with more space around it?
- Or,
do you want every word to be the same, to carry the same intensity?
- Choose
a typeface that supports your concept of the phrase. No more than
2 typefaces, please.Vary size and weight and style (italics/bold)
for variation.
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Refine
the arrangement and alignment. Cut and paste to combine text
within boxes if time allows.
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Share headlines with somebody. Ask them to read it aloud...was
their emphasis in the same place you intended it to be?
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