ADVANCED TYPOGRAPHY - TASK 2

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 Advanced Typography - Task 2

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20/09/2023 - 2023
Safanah Aulia Asep (0337752)
Bachelors of Design (Hons) in Creative Media
Advanced Typography
Task 2 Exercises


LECTURE NOTES

Week 5 (27/09): Perception & Organization

Perception is the way something is regarded, understood, or interpreted. Same way, design and advertising often manipulate perception. Typography deals with the visual navigation and interpretation of content. 

    Contrast in Typography
Contrast is important to create distinction between information. Methods of creating contrast include light and bold, condensed and extended, organic and machined, roman and italic, small and large, negative and positive, self-censor and ornate, simple, red and blue, etc. Contrast helps the reader separate different types of information.

There are seven kinds of contrast: size, weight, form, structure, texture, colour, and direction. Contrast of size draws the reader's attention and is commonly used in the title headings. Size contrast in book design is usually subtle, with the headline slightly larger than the body text.

  • Contrast in weight describes how bold type can stand out in the middle of lighter type of the same style. Other than using bold, using rules, spots, squares can also provide contrast. Different weights can be used in logo type to create differentiation.
  • Contrasting form refers to the distinction between different letterforms, such as capital letters and lowercase letters, or roman letters and italic variants. Condensed and expanded versions of typefaces also contribute to contrast. Different forms can be used within the same sentence to create an attractive typesetting.
  • Texture is created by combining contrast of different sizes and applying them to a block of text on a page. It refers to the way the lines of type look as a whole, both up close and from a distance. It can also be created by arranging standard typefaces in a layout or page design. Layers of texture create contrast and draw the eye in, while also creating a visual impact.
  • Directional contrast refers to the opposition between vertical and horizontal lines, as well as angles in between. Turning a word on its side or mixing white blocks of long lines with tall coloums of short lines can create contrast. Interesting angles can be used in poster design to create directional contrast. 
  • Colour can be used to create contrast, but it should be used thoughtfully. The second colour used should be less intense in values than black and white. It is important to consider which elements need to be emphasized and the tonal values of the colour used. Introducing too much colour can be counterproductive and create confusion. 
    Gestalt Perception Organization Groupings
The laws of similarity, proximity, closure, continuation, symmetry, and simplicity are important in Gestalt perception organization groupings. These laws and principles inform a designer's approach in typography. 

Mastering organization and hierarchical information allows for complex layouts with effective communication. Skills in this area need to be developed over time. Eg: complex layout with diagrams, images, headlines, sub headlines, and subtext. Understanding design principles enhances understanding and informs the work process. Different viewpoints and interpretations exist, so its important to compare and contrast to form one's own understanding. Knowledge gained from reading, listening, and viewing needs to be put into practice to be retained.

Designers have a social responsibility to organize information effectively for effective communication, transfer of knowledge, and understanding. Poorly organized information can impact readability and knowledge transfer. Designing information with good hierarchy, contrast, and readability is a social responsibility towards both the writer and the reader.


INSTRUCTIONS

fig. MIB pdf


EXERCISES



fig. moodboard

fig. key artwork sketches

fig. key artwork outcome

fig. key artwork outcome coloured


fig. finalized key artwork


fig. chosen colour palette


fig. tote bag mockup


fig. t-shirt mockup


fig. clothing tag mockup


fig. progress w7 after feedback





FEEDBACK

Week 4: artwork meaning doesn't really match with me, need to think again of a better meaning. Design aspect, need to be careful of the thick strokes as it is not the main visuals.
general feedback: every key artwork made should have a meaning that is significant to the person and can be communicated.

Week 5: absent

Week 6: general: using gradient is not advisable to use as the main colour of the key artwork
we need to do more than just pasting the key artwork on the collaterals. 
specific: artwork is too noisy for it to be used as repetition.

Week 7: general feedback: avoid making repetitive design in the posts. Animated artwork posted on instagram should be in MP4, for blog in GIF. To make visual interesting, zoom into the collaterals in the feed.


REFLECTION






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