Principles of typography

1
Principles of typography

• Thanks again to Robin Williams!

2
Relationships

• Type is a building block for a page
• Used to create dynamic relationships
• 3 types of relationships
• Concordant
• Conflicting
• Contrasting

3
Concordant

• Use one font
• Use variations on that font
• Size
• Italic,
• Bold
• Color
• Seen as calm, formal

4
For example . . .

• This concordant example uses Lucinda
  Bright. The first letter is larger and there is
  some italic, but the entire piece is rather
  subdued.

5
Or . . .

• The heavy typeface combines well with the
  heavy border. Even the line for writing on is a
  heavy.

6
Conflicting

• Use two or more fonts that are similar (same
  family)
• Creates a visual dissonance
• Should be avoided

7
For example . . .

• This invitation uses two different scripts
  they have many similarities with each other,
  but they are not the same and they are not
  different. The result is piece that looks a bit
  junky.

8
Or . . .

• This sample uses Franklin Gothic and Gill
  Sands. They are similar but not the same look
  at the o. The light border is not the same
  visual weight as the type or the lines. There is
  too much conflict in this little piece.

9
Contrast

• Strong contrast attracts our eyes
• Simple way to create interest on a page
• Creates energy on a page
• May involve 1 or more fonts
• Requires careful planning

10
For example . . .

• This invitation uses two different faces
  different in dramatic ways. The contrast could
  be more dramatic with addition of a graphic