Advanced Typography: Task 2 Key Artwork & Collateral
Advanced Typography: Task 2 Key Artwork & Collateral
17/10/2024-- 27/11/2024
Zhang WanRu / 0368214
Advanced Typography / Bachelor of Design (Honours) in Creative Media
Task 2 Key Artwork & Collateral
TABLE OF CONTENTS
1.Lecture
2.Instructions
3.Task
4.Feedback
5.Reflection
6.Further Reading
1.Lecture
Week5
1.5 Perception And Organisation
Perception in typography deals with the visual navigation and
interpretation of the reader via contrast, form and organization of
the content. Content can be textual, visual, graphical or in the
form of colour.
Fig 1.5.1 Methods of Contrast by Rudi Ruegg
7 kinds of contrast
Contrast-Size
A contrast of size provides a point to which the reader's attention
is drawn.
The most common use of size is in making a title or heading
noticeably bigger than the body text.
Fig 1.5.2 Contrast-Size
Contrast-Weight
Weight describes how bold type can stand out in the middle of
lighter type of the same style.Other than then using bold ,using rules, spot, squares is also provide a "heavy area" for a
powerful point of visual attraction or emphasis, therefore not only
types of varying weight.
Fig 1.5.3 Contrast-Weight
Contrast-Form
The distinction between a capital letter and its lowercase
equivalent, or a roman letter and its italic variant, condensed
and expanded versions of typeface are also included under the
contrast of form.
Fig 1.5.4 Contrast-Form
Contrast-Structure
A different letterforms of different kinds of
typefaces. For example, a monoline sans serif and a
traditional serif, or an italic and a blackletter.
Fig 1.5.5 Contrast-Structure
Contrast-Texture
Created by putting the contrasts of size, weight,
form, and structure together. Texture refers to the
way the lines of type look as a whole up close and
from a distance.
Fig 1.5.6 Contrast-Texture
Contrast-Direction
The opposition between vertical and horizontal, and the
angles in between.
Turning one word on its side can have a dramatic effect
on a layout.
Mixing wide blocks of long lines with tall columns of
short line can also create a contrast.
Fig1.5.7 Contrast-Direction
7. Contrast/Colour
The use of color is suggested that a second color is often
less emphatic in values than plain black on white.
It is important to give thought to which element needs to
be emphasized and to pay attention to the tonal values of
the colors that are used.
Figure 1.5.8 Contrast/Colour
Form
Form refers to the overall look and feel of the elements that make
up the typographic composition. It is the part that plays a role in
visual impact and first impressions. A good form in typography tends to be visually intriguing to the
eye; it leads the eye from point to point, it entertains the mind
and is most often memorable.
Figure 1.5.9 Form
Organisation / Gestalt
-Gestalt is a german word meaning the way a
thing has been "placed" or "put together".
-Gestalt Psychology is an attempt to understand
the laws behind the ability to acquire and
maintain meaningful perceptions.
-The Gestalt psychologists, especially Max
Wertheimer, developed a number of "laws" that
predict how perceptual grouping occurs under a
variety of circumstances.
-Gestalt theory emphasizes that the whole of
anything is greater than its parts-this is based
on the idea that we experience things as unified
whole.
Perceptual Organisation / Groupings
Figure 1.29 Gestalt Principles of Grouping
1. The Law of Similarity
-States that elements that are similar to each other
tend to be perceived as a unified group.
-Similarity can refer to any number of features, including
color, orientation, size, or indeed motion.
2. The Law of Proximity
-States elements that are close together tend to be
perceived as a unified group.
-This straightforward law states that items close to each
other tend to be grouped together, whereas items further
apart are less likely to be grouped together.
3. The Law of Closure
-Refers to the mind's tendency to see complete
figures or forms even if a picture is incomplete,
partially hidden by other objects, or if part of the
information needed to make a complete picture in our
minds is missing
4. Law of (Good) Continuation
-Holds that humans tend to perceive each of two or
more objects as different, singular, and uninterrupted
object even when they intersect.
-The alignment of the objects or forms plays a major
role for this principle to take effect.
2.Instructions
2.Instructions
3.Task
Task 2A ：Key Artwork & Collateral
When the teacher proposed this task, I first considered my hobbies,
personality, strengths and weaknesses, and made a presentation of my
mind map and wrote down keywords.And I also created mood boards from
which I found inspiration for my font design.
Fig 2.3.1 Mind map （week4）
Fig 2.3.2mood-board （week4）
Then I chose a few keywords from the middle, and expressed a form
of presentation of the font through the keywords.Then, I choose to
be nervous, gentle and easygoing.
Fig 2.3.3 sketches （week4）
When I feel gentle, it is as white as white clouds, and
there is no movement, very quiet listening. There are no
edges or corners.Easygoing is the feeling of splashing ink
from the brush, relatively free flow, no direction. Flow
according to the general direction.From this expression, I
feel very much like the nervous feeling I had when I
answered the teacher, the surface is very calm, but deep
inside, the five features have been tightly twisted
together.
Then I made some changes to a part of my design, and I drew several more drafts of the design. Put it on top.And I redid my mood board.
Fig 2.3.4 Mood Board (week5)
I use these pictures to provide inspiration for my font design.I
can see the feeling of bubbles and make the feeling of raindrops
with highlights.
Fig 2.3.5 sketches (Week5)
I gave these design sketches to my sister and asked her which
one she liked best. Her favorites was the first design. She said
it was very outgoing and confident. So I chose the first and second sketch to digitize.
Fig2.3.6 Sketch 1 & 2 Digitized (Week5)
After making the digital Key Artwork, I began to match various
colors to make my own color collocation.
Fig 2.3.7 Process (Week5)
These are my color choices.
Fig 2.3.8 Colour Palette (Week5)
Fig 2.3.9 key artwork (wordmark) PDF (Week5)
I think it’s difficult for me to be selective in my design, so I
chose to design a third font.
Fig 2.3.10 Digitized #3 (Week5)
Then the teacher provided a website for color selection in
class. There were color combinations in it, but the colors
should not be consistent. There should be variations, and
there should be a contrast between the lightest and darkest
colors.
The color link:https://colorhunt.co/
Fig 2.3.11 color process #1(Week5)
Fig 2.3.12 color process #2(Week5)
Fig 2.3.13 color process #3 (Week5)
I changed the original color I made according to the requirements
provided by Mr. Vinod. The color was very colorful, so I changed the
color. And I looked for the color from the website provided.
Fig 2.3.14 color palette PDF (Week5)
Fig 2.3.15 #1 (Week5)
Fig 2.3.16 #2 (Week5)
Fig 2.3.17 #3 (Week5)
Task 2A Final Outcome
Fig 2.3.18 Black wordmark on white background. Week 6 (29/10/2024)
Fig 2.3.19 each artwork. Week6 (29/10/2024)
Fig 2.3.20 White wordmark on black background. Week 6 (29/10/2024)
Fig 2.3.21 Colour Palette. Week 6 (29/10/2024)
Fig 2.3.22 Wordmark in actual colours on lightest shade of colour palette
Week6 (29/10/2024)
Fig 2.3.23 Wordmark in lightest shade of colour palette
on darkest shade of colour palette Week6 (29/10/2024)
Fig 2.3.24 wordmark animation Week6 (29/10/2024)
Fig 2.3.25 color palette PDF Week6 (29/10/2024)
Task 2B: Collateral
This requires us to choose three things and put my font design on
them.So, I opened Pinterest and looked for some inspiration, and
finally I chose to design pillows, clothes and water cups.
Fig 2.3.27 Collateral #1 pillows Week7 (5/11/2024)
Fig 2.3.28 Collateral #2 pillows Week7 (5/11/2024)
Fig 2.3.29 Collateral #3 pillows Week7 (5/11/2024)
Updated：
Because Mr. Vinod told me that there were too many logos on
the water cup, which was not focused and complicated, so he
asked me to reduce the placement of some logos.
Fig 2.3.30 Collateral
Fig 2.3.31 Collateral #3 Week7 (5/11/2024)
Black & White Photograph
First, I chose this photo from many photos and adjusted
the photo filter using my mobile phone.
Fig 2.3.32 Black and White
Photo. Week7 (5/11/2024)
Fig 2.3.33 make process Week7 (5/11/2024)
Fig 2.3.34 black and white self-portrait
Updated：
The teacher asked me to replace the wall behind with
white wallpaper, or to cut out this photo.
Fig 2.3.35 black and white self-portrait
Fig 2.3.36 Instagram Screenshot Week7
(5/11/2024)
Fig 2.3.37 Instagram Feed Design Layout Week7
(5/11/2024)
Updated：
Fig 2.3.38 Instagram Screenshot Week7
(5/11/2024)
Fig 2.3.39 Instagram Feed Design Layout
Week7 (5/11/2024)
Fig 2.3.40 Task 2B PDF Compilation, Week7 (5/11/2024)
Task 2 Final：
Fig 2.3.41 final Black wordmark
on white background. Week6 (29/10/2024)
Fig 2.3.42 final White wordmark on black background Week6 (29/10/2024)
Fig2.3.43 final Colour Palette Week6 (29/10/2024)
Fig 2.3.44 final Wordmark in actual colours on lightest shade of colour palette Week6 (29/10/2024)
Fig 2.3.45 final Wordmark in lightest shade of colour palette
on darkest shade of colour palette Week6 (29/10/2024)
Fig 2.3.46 final wordmark
animation Week6 (29/10/2024)
Fig 2.3.47 final color palette PDF Week6 (29/10/2024)
Fig 2.3.48 final Collateral #1 pillows Week7 (5/11/2024)
Fig 2.3.49 final Collateral #2 pillows Week7 (5/11/2024)
Fig 2.3.50 final Collateral #3 pillows Week7 (5/11/2024)
Fig 2.3.51 final black and white
self-portrait
Instagram link:https://www.instagram.com/gentle_wanru_7?igsh=MTFlcGVrdjRzdGUy
Fig 2.3.52 final Instagram Screenshot Week7
(5/11/2024)
4.Feedback
Week5
General feedback:The teacher praised my mind map very
well, but my design showed my bad side. I need to show my
confident side, and I need to make a mood board to better
introduce my feeling of design, so that the boss can
understand my design style at once.
Specific feedback: In the design to show positive and
good emotions, try not to show their shortcomings. For
example, the tension in my works can not be shown, and
I need to design more works.
Week6
General feedback:The teacher said my homework was good
and chose the third one from my three digitized
fonts.
Specific feedback:The teacher chose the third
design.
Week7
General feedback:Check out Pentagram's website and study how the identity can be
extended. And speed up the animation.
Specific feedback: Need to make the collateral texture more accurate
and show the font more accurately. And put it on IG featuring 9
tiles. Speedup.
Week8
Independence Week
Week9
General feedback:Mr. Vinod said that there are too many
logos on my water cup collateral, which are too complicated
and too many. We should reduce some of them and use them
only for key results to make the collateral more concise and
clear.My own poster should remove the background wall behind
and replace it with a pure white wall.
Specific feedback: Reduce the placement of some logos. Remove the background of the
poster, use Adobe Photoshop to cut me out of the picture, and
replace it with a white wall.
5.Reflection
Experience：
During this time in the design process, I gradually learned how
to design key artwork based on my personal identity and continue
to improve my designs based on feedback. Looking back at the
teacher's feedback, I realized that we should not only pay
attention to the appearance of the design, but also pay
attention to the expression of emotions, especially in the
communication of mood boards and design styles. The feedback
from Week 5 made me realize that I need to project confidence
and positive emotions in my designs rather than negative or
deficient aspects. This change made me pay more attention to
expressing positive energy and emotions in my works. In addition
to emotional expression, I also speeded up the animation
production and tried to use some new techniques in After
Effects. I became familiar with the operation of this tool again
and gradually overcame the initial unfamiliarity. Through
constant practice, I found that accurately mastering every
detail, especially in terms of image arrangement, font design,
animation speed, etc., can significantly improve the overall
effect of the work.
Observations：
When designing the Instagram layout, I didn’t initially
consider the overall coordination, and the layout looked
messy. After receiving feedback from the teacher, I
realized that a balanced and harmonious layout can
effectively enhance the visual impact, so I began to pay
more attention to the relationship between the pictures,
adjusting their color, position and size to make each
image visually visible. complement and coordinate with
each other. In addition, the teacher's advice made me
understand the importance of emotional expression in
design works, especially in the production of mood boards.
I need to better show confidence and a positive
atmosphere. This will not only help clarify my own design
style, It also makes it easier for the audience to
understand my design concept. In subsequent designs, I
paid more attention to the refinement of details, such as
the rhythm of animation, the texture of fonts, etc. These
small adjustments will have a profound impact on the
overall effect.
Findings：
Through this series of feedback and reflection, I found that the
details and emotional expression of the design have a far greater
impact on the final work than I expected. Especially showing the
power of design style through mood boards, it helps me better
convey the emotion of the design and showcase my unique
perspective as a designer. On Pentagram’s website, I learned how
to extend the logo and push the boundaries of design. When making
animations, I found that accelerating the speed of animation and
adjusting the accuracy of textures can significantly improve the
expressiveness and visual effects of the work. In addition, the
teacher's suggestions on my design made me realize that design is
not just a visual layer, but more importantly, the transmission of
emotions and the expression of connotations, which has a deeper
inspiration for my creation.
6.Further Reading
Fig 6.1 Typography Referenced
Introduction
1. The significance and role of typography design:
Typography is not just about the choice of fonts, it
involves how to organize, display and arrange text to
maximize the communication effect of information. The
book points out that "Typography is the craft of
endowing human language with a durable visual form".
Typography is the core of design and communication,
which can guide readers to understand information,
emotions and themes. The book emphasizes the importance
of typography design in the modern information society,
especially in print and digital media, where the role of
typography is crucial.
2. The history of fonts and typography:
From Gutenberg's printing to the transition to modern
digital typography, technological advances have been
driving the development of typographic art.
Historically, the innovation of typography technology
has directly affected the printing and publishing
industry, and "The history of typography is the history
of print itself".
The book mentions how the evolution of typography has
shaped today's design trends, especially the transition
from traditional manual typesetting to machine printing
and digital typesetting.
3. The philosophy of typography:
"Typography is an invisible art" - the task of
typography design is to present information to readers
smoothly and naturally through meticulous fonts and
layout arrangements. It needs to serve the content of
the text unobtrusively without grabbing the reader's
attention.
Typography is not just a skill, but also a tool for
visual communication. Designers convey information on
emotions, tone, brand personality, etc. through
typography, which is "designing with intention".
4. The structure and content of the book:
The content of the book covers many aspects of
typography, from basic typography principles, font
selection, to the historical background and application
techniques of typography. It aims to help designers
understand the foundation of typography while
encouraging them to explore creativity and visual
expression through typography.
Typography
1. Definition of Typography
Typography is the art and technology of designing and
laying out text into effective visual forms. It is not
just about choosing fonts, but about how to combine text
with images, space, color and form to achieve the best
visual communication effect.
Typography involves many aspects, including font
selection, adjustment of letter spacing, setting of line
spacing, paragraph layout, and interaction between text
and graphics.
2. History and Evolution of Typography
The history of typography can be traced back to
Gutenberg's invention of printing. Initially, printing
technology was only used to copy books and documents, but
with the development of technology, typography has
gradually become a part of visual art.
With the advancement of modern printing technology and
digital tools, typography has become more flexible, and
designers can achieve ideal visual effects through more
detailed adjustments.
3. Core Elements of Typography
·Typeface: It is the overall design style of text.
Different fonts will convey different emotions and
information.
·Font: It refers to the specific implementation of a
specific font, including weight, width, italic, etc.
·Tracking: It refers to the overall spacing between
letters. Proper letter spacing can make text more
readable.
·Kerning: refers to the adjustment of space between
adjacent letters, the purpose is to make the typesetting
more uniform and harmonious.
·Leading: refers to the vertical space between two
adjacent lines of text. Reasonable line spacing helps
improve readability.
4. Typesetting and visual design
Typesetting is not just about text processing. It is
closely related to other elements of visual design, such
as graphics, color, proportion, etc. A good typesetting
can enhance the transmission of information and attract
the audience's attention while maintaining visual balance
and harmony.
The typesetting of text should take into account
readability and visibility, especially in different media
(e.g. printing, web design, etc.). Each medium has
different requirements and performance for typesetting.
5. Challenges of modern typesetting
With the advent of the digital age, typesetting design
faces new challenges. The resolution and size differences
of different devices and screens require designers to
ensure the consistency and readability of typesetting on
multiple platforms and devices.
Typesetting is not limited to traditional printing, but
extends to the Internet, application interface (UI),
interactive media and other fields, which requires
designers to have cross-platform design thinking and
technical capabilities.
6. The aesthetics and functionality of typography
Typography is not just for aesthetics, its ultimate goal
is to help information be effectively transmitted.
Effective typography design can guide readers' sight and
help them quickly understand the hierarchy and structure
of information.
The aesthetics and functionality of typography complement
each other. Designers need to balance the two to ensure
that the typography is both aesthetically pleasing and can
enhance the communicability of information.
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