Part III: Typography

• The Hierarchy of Typography

• Anatomy of Type

• A Brief History of Type
• Choosing Appropriate type
• Tools for emphasis and legibility

• TRY IT: 10 minute Headline
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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.
  1. 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?"

  2. Do any arrangements/styles of type suggest themselves?

  3. Remember: you don't have to rely on gimmicks. Simple is best.

  4. 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.

  5. 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?

  6. Or, do you want every word to be the same, to carry the same intensity?

  7. 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.

  8. Refine the arrangement and alignment. Cut and paste to combine text within boxes if time allows.

  9. Share headlines with somebody. Ask them to read it aloud...was their emphasis in the same place you intended it to be?

next: Part IV. Putting it all together