TGJ3M_Digital_Imaging_typography

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=TYPOGRAPHY & MESSAGING= [[http://TYPOGRAPHY%20-%20Adding%20STYLE%20to%20Text%20Typography%20is%20the%20ART%20of%20arranging%20how%20text%20is%20displayed%20in%20your%20pieces.%20As%20the%20designer,%20you%20have%20choices%20with%20regard%20to%20the:%20%20%20%20%20%20*%20SHAPE%20of%20text%20-%20ie.%20TypeFace%20%28Font%29,%20TypeStyle,%20PointSize,%20Spacing,%20TypeCase,%20Angle,%20Skew%20%20%20%20%20*%20COLOUR%20of%20text%20-%20Fill%20and%20Stroke,%20Dropshadow%20%20%20The%20two%20objectives%20of%20typography%20in%20this%20class%20are%20%20%20%20%201.%20To%20ensure%20LEGIBILITY%20of%20your%20text%20%28It%20has%20to%20be%20easy%20to%20read%29%20%20%20%202.%20To%20maximize%20EFFECTIVENESS%20of%20your%20text%20%28You%20want%20to%20make%20an%20impact%20on%20your%20viewer%29%20%20%20Example%20-%20here%27s%20the%20title%20for%20a%20Movie%20Poster%20project:%20%20%20Typography_Example.png%20%09Some%20Typographical%20Techniques:%20%201.%20The%20Original%20Text%20-%20legible,%20but%20not%20particularly%20effective.%20Typography%20is%20NOT%20about%20applying%20a%20bunch%20of%20filters,%20effects%20or%20layer%20styles%20to%20the%20text%20-%20it%27s%20about%20intelligently%20SHAPING%20and%20CRAFTING%20the%20text%20elements.%20%202.%20Adjust%20Group%20and%20Size%20%28Observing%20%22Proximity%22%20and%20%22Alignment%22%29%20%20%20%20%20%20*%20Split%20text%20into%20%22Logical%22%20phrases%20or%20groups%20%20%20%20%20*%20Emphasize%20important%20elements%20by%20increasing%20their%20point%20size%20%28or%20by%20reducing%20the%20size%20of%20less%20important%20elements%29%20%20%20%20%20*%20ALIGN%20top%20and%20bottom%20rows%20by%20adjusting%20or%20transforming%20their%20relative%20sizes%20%20%20%203.%20Pick%20contrasting%20TYPEFACES%20%20%20%20%20%20*%20Choose%20DISSIMILAR%20typefaces%20from%20different%20%28but%20complementary%29%20Font%20Families%20%20%20%20%20%20%20%20%20%20%20o%20SERIF,%20SANS,%20SCRIPT,%20SLAB,%20DECORATIVE%20%20%20%20%20*%20Choose%20TWO%20-%20only%20two%20fonts%20are%20needed%20-%20more%20is%20overkill%20%20%20%20%20*%20Adjust%20the%20size%20of%20the%20elements%20to%20ensure%20alignment.%20Varying%20sizes%20and%20fonts%20keep%20things%20looking%20interesting.%20Remember%20that%20the%20size%20should%20imply%20the%20relative%20importance%20of%20each%20element%20in%20the%20title.%20%20%204.%20Use%20COLOUR%20to%20create%20Readability%20and%20Contrast%20%20%20%20%20%20*%20Alternate%20Fill%20and%20Stroke%20colours%20%20%20%20%20*%20Apply%20Dropshadows%20%20USEFUL%20LAYER%20STYLES%20-%20%20%20%20%20%20*%20STROKE%20%20%20%20%20%20%20%20%20%20%20o%20The%20outlines%20around%20text%20%20%20%20%20%20%20%20%20%20%20o%20Help%20to%20create%20CONTRAST%20and%20readibility%20%20%20%20%20%20*%20FILL%20%20%20%20%20%20%20%20%20%20%20o%20The%20colour%20within%20text%20%20%20%20%20%20%20%20%20%20%20o%20Use%20a%20STRONG,%20BOLD%20font%20with%20lots%20of%20fill%20area%20%20%20%20%20%20*%20DROPSHADOW%20%20**%20%09%20What%20Font%20Should%20I%20Use?%20Check%20out%20this%20article%20found%20by%20Cassandra:%20http://www.smashingmagazine.com/2010/12/14/what-font-should-i-use-five-principles-for-choosing-and-using-typefaces/|source]]

=Typography and the holy grail=



In today’s digital landscape—more than ever—people are aware of typography, design and how the world looks around them. Gary Hustwit records this in [|Helvetica]//,// a documentary about how fonts affect our everyday lives. Most notably, //Helvetica// ushers in the larger conversation about global visual culture, detailing how and why people are progressively more mindful about the visual impact of design. [|source]

[|Interactive font map]


 * Typography** is the ART and technique of arranging type, type design, and modifying type glyphs. As the designer, you have choices with regard to the:
 * SHAPE of text - ie. TypeFace (Font), TypeStyle, PointSize, Spacing, TypeCase, Angle, Skew
 * POSITION of the text (are all words placed together, apart, aligned, separated)
 * COLOUR and EFFECTS of text - #000000 vs. #004b3F vs. #41e5a4 ; Fill and Stroke, Dropshadow

Between the shot art (i.e. the photograph) and the typeface a consumer message either succeeds or fails with little room between. Can you imagine the messaging of, say, Mothers Against Drunk Driving if it used a heavily [|serifed], or a brush script font?



Or the poster from PETA without the shot of the basketball player?

The objectives of good messaging are:
 * 1) To ensure LEGIBILITY of your text (It has to be easy to read)
 * 2) Convey the CONTENT of the message (the text and art - including photos - should make some emotional impact, or lend itself to the subject matter)


 * Example - using only font - here's the title for a Movie Poster project:**


 * [[image:stormtech/Typography_Example.png caption="Typography_Example.png"]] || **Some Typographical Techniques:**


 * 1. The Original Text** - legible, but not particularly effective. Typography is NOT about applying a bunch of filters, effects or layer styles to the text - it's about intelligently SHAPING and CRAFTING the text elements.

(Observing "Proximity" and "Alignment")
 * 2. Adjust Group and Size**
 * Split text into "Logical" phrases or groups
 * Emphasize important elements by increasing their point size (or by reducing the size of less important elements)
 * ALIGN top and bottom rows by adjusting or transforming their relative sizes


 * 3. Pick contrasting TYPEFACES**
 * Choose DISSIMILAR typefaces from different (but complementary) Font Families
 * SERIF, SANS, SCRIPT, SLAB, DECORATIVE
 * Choose TWO - only two fonts are needed - more is overkill
 * Adjust the size of the elements to ensure alignment. Varying sizes and fonts keep things looking interesting. Remember that the size should imply the relative importance of each element in the title.

>> >>
 * 4. Use COLOUR** to create Readability and Contrast
 * Alternate Fill and Stroke colours
 * Apply Dropshadows ||
 * USEFUL LAYER STYLES -
 * STROKE
 * The outlines around text
 * Help to create CONTRAST and readibility
 * FILL
 * The colour within text
 * Use a STRONG, BOLD font with lots of fill area
 * DROPSHADOW


 * INNER/OUTER GLOW ||  ||

What font Should I Use in my messaging?
Check out this article - [|it really is EXCELLENT]

Here are some great examples to get you thinking:



 =Assignment #6 - PSA: Be the Change=

Often commercial art and messaging is thought to be something done only to sell a product, in fact, our opinions are shaped just as often by organizations who are trying to sell ideas. PSA mandates are often to inspire change locally to impact global change. Make it relevant, make it yours. Ideally you are shooting in the studio, but you may use ROYALTY FREE stock images to supplement your design (from places like [|RGBStock.com] or Pexels etc...) Work at document size 24"x 36" at 220 ppi.

Evaluation is as follows: = =
 * pitched idea
 * shooting
 * poster/photo-essay
 * 1500 KB jpg and PSD file
 * **CATEGORY** || **4** || **3** || **2** || **1** ||
 * **interview/brainstorming ideas (must be signed off on before you can proceed with the project)** || Student has sketched idea that includes all lighting cues and any relevant costume/environmental notes || Student generally has some sketches and notes but hasn't completely thought through the shoot or editing process || Student has some sketches and notes but hasn't thought through the shoot or editing process || Student has some rough planning but hasn't thought through the idea ||
 * **Poster/Photo extraction/retouching** || Superb stylistic choices in choosing and retouching for tone, blemish and lighting || Good choices in choosing and retouching for tone, blemish and lighting with some minor flaws || Generally satisfactory choices in choosing and retouching for tone, blemish and lighting || The choices in retouching for tone, blemish and lighting are flawed, but have some attempt has been made to complete the work ||
 * **Photo shooting** || Student has set up lighting properly and setup is meticulous and well thought through || Student has set the studio up for the shoot and will generally see success, though there may be some flaws || The studio setup will lead to problems in editing, but there was an attempt made to set up properly || The studio setup was weak, or non-existent, there will be significant problems with retouching the photo afterwards. ||
 * **Final Poster assembly (putting it all together, messaging/photos)** || Choices in each element are meticulous and well thought-out. || Generally the principles and elements of design are followed. || Principles and elements of design are sometimes heeded, but there are flaws. || There are serious flaws in adhering to the principles/elements of design. ||
 * **Use of Time** || Used time well during each class period (as shown by observation by teacher, and documentation of progress in journal) with no reminders. || Used time well during most class periods (as shown by observation by teacher, and documentation of progress in journal) with no reminders. || Used time well (as shown by observation by teacher and documentation of progress in journal), but required reminders on one or more occasions to do so. || Used time poorly (as shown by observation by teacher and/or documentation of progress in journal) in spite of several reminders to do so. ||