Type Workshop2.

Last session:

UPPER/lowercase
serif/sans serif
point size
weight (light/bold)

//Kerning...

The space between the letters.

Only used with one word.

Problem evident with letraset...don't konw where to place letters.

Harder with lowercase than upper case.

Area between each letter ...try to create a consistent space between each letter.

Taking one word and allowing it to sit comfortably on a page.

Kerning needs to be done by 'you'....

//Logo type
//Brand names
//Business Card (demonstrates your skill)

Important because these have to be perfect.

kern first in sans serif and second name in serif typeface CAPITALS

Begin to approach kerning from space which is the largest space between any of the letters, then work outwards.

RAILWAY ...begin between LW

It the white space is extremely obvious you know kerning needs to take place.

Never negatively kern a word (although you can do it on the computer) as metal lettering would not allow this to happen in traditional typography.

Certain letter combinations are difficult ...LA  YT

There should always be two letter combinations with no kerning to keep the balance.


//Hierarchy...


Communicate the information in the correct order.

The ability to know how to create hierarchy using type is essential.

Techniques to read:

ONE

TWO

THREE

This would read ONE TWO THREE.

Open and close eyes quickly (flash) then recall what saw.

...still read two first because it is centralised.

Layout is about utilising space and learning how to use it. 

Now read one first due to it's positioning and the larger typeface.

...still reads one two three.

It is important to follow where your eye goes ...how you 'LOOK' not how you read it. 

Understanding ability of how to use weight, size, font to enable audience to read in correct order is crucial. 

Use proverb, place words in different order but allow it to be read in the correct order still. (get someone to look at if for you)

//Headings...

Need to be able to do this for headings in publications. 

Speak it to find out where to break it.

You always break the sentence where the natural pause is. 

 The breaking can completely alter the meaning of a sentence.

The subtle bit of language we speak communicated. 

Good typography is adding all these little bits together. 

Use proverb/sentence and break it into two lines. 

I think the first one is right.

I found this type session EXTREMELY interesting today, despite the lack of the mac suite Graham managed to pull it out of the bag and make it fun as ever.