Typographic Variables

Complete Project 1: 9 exercises exploring typographic hierarchy and variables. Typography is the visual representation of language. And… ? JUST AS IT IS HARD TO LISTEN TO AN ORATOR SPEAKING IN A MONOTONE, ?it is equally difficult to read a completely neutral text. We need inflection and emphasis ?in the messages we hear and see – to make them interesting, accessible and clear. Identifying the syntax of a message and visually reflecting the linguistic relationships within ?is central to the information designer’s role. We must be able to identify and express the ?relationship between language (the spoken word) and typography (the mass-produced visual word). For this project, you will work with one message throughout a series of exercises. Though fairly short, the message ?is complex. Without further typographic ‘signaling’ the message lacks clarity and immediacy. ?This exercise series identifies specific typographic variables and clarifies their function as ?visual cues to signal the hierarchical levels and associations of information in a text. In these? exercises, you will discover the power of subtle typographic signals, learn how they affect ?the transmission of a message, and ultimately adopt a methodology for approaching all messages. Please read very carefully as the devil is in the details… Objectives Reveal the hierarchy by identifying and expressing the hierarchy inherent in the message. Explore the communication potential of typographic variables, with an objective to make ? the message as accessible to the reader as possible. Evaluate ideas in front of your eyes – ? don’t just think about it. Make it beautiful! In the first seven exercises, your focus is on internal relationships among ?components. Beyond these exercises your focus will include the compositional issues of how ?typographic components relate to the four edges of a defined format. Consider the shapes, ?proportions and variation among the components and surrounding space. Guidelines For each exercise, stay within these guidelines: • Document is letter size (8.5” x 11”) with .5” margin on top and sides. 3” margin on bottom. • Live area is 7.5” x 7.5” square bound (border) by a black .5 pt. rule (line) for exercises 1-7 only: Project Layout • Use consistent type face comparable to Myriad (san serif, non decorative) • Maintain 14 pt. text size and 16 pt. leading (until otherwise noted) • Maintain given text order (until otherwise noted)? • Maintain given text linebreaks • Maintain flush-left vertical alignment (exception in 3 and 4) • Maintain horizontal baseline orientation within the composition (exception in 9) • Maintain 100% black, no color or grayscale values (exception in 9 for rules only ) Text ?The text announces imaginary events (lectures). However, the information is based on a real person, ?real book chapter titles, and real places. It is average and ordinary text, yet typical of a professional ?information design problem in practice. Message Arts and Sciences Lectures? presents? Richard L. Gregory ?Director, Perception Laboratory? Department of Psychology? Cambridge University Monday, February 23 ?The Peculiarity of Pictures? Monday, March 9? Seeing and Believing? Wednesday, April 16? The Intelligent Eye? 8:00 pm? Kunsela Hall Auditorium? SUNY Polytechnic Institute Utica, New York? Admission Free Signaling specific typographic variables utilized as ?visual cues to signal the hierarchical levels and associations of information in the text. Single – one variable Exercise 1 Linespace Select one weight (light, roman, bold, black). Insert 1 linespace between any 2 lines, once or as often throughout the 17 lines. Exercise 2 Weight Select two weights (for ex. light and bold or roman and black). No linespacing. Exercise 3 Horizontal Shift Select one weight. Shift lines of type horizontally left or right, resulting in only 2 flush left situations. No linespacing. Exercise 4 Horizontal Shift Select one weight. Shift lines of type horizontally left or right, resulting in only 3 flush left situations?. No linespacing. Double – two variables Exercise 5 Linespace & Weight Select two weights (light and bold, regular and heavy). Insert 1 linespace between any 2 lines, once or as often throughout the 17 lines.? Exercise 6 Weight & Shift Select two weights (light and bold, regular and black). Shift lines of type horizontally left or right, resulting in only 2 flush left situations?. No linespacing. Exercise 7 Linespace & Shift Select one weight. Insert 1 linespace between any 2 lines, once or as often throughout the 17 lines.? Shift lines of type horizontally left or right, resulting in only 3 flush left situations. Signaling Complex – new format: 6 x 9 inches, vertical orientation Exercise 8 ?Reorder & Size You may reorder the text (break or combine lines of type, complete restructuring). Up to 3 different point sizes (you must have two distinctly different sizes, you may have 3).? Unlimited linespace, weight and thresholds. Exercise 9 Typographic Rules Same constraints as Exercise 8. Consider this an attempt to improve Exercise 8 with the addition of rules (lines). Rule weight (thickness), value (shade of gray), and angle (rotation) is your choice.