VISUAL VOCABULARY LECTURE 2 TYPOGRAPHY II COUNTY COLLEGE OF MORRIS PROFESSOR GAYLE REMBOLD FURBERT

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1 VISUAL VOCABULARY LECTURE 2 TYPOGRAPHY II COUNTY COLLEGE OF MORRIS PROFESSOR GAYLE REMBOLD FURBERT

2 Observing abstract form In this chapter, the vocabulary of elements and principles of visual design are applied to type and type design 2

3 Objectives To recognize the importance of observing visual characteristics in type design To begin to use a vocabulary of visual elements, qualities, and principles as tools in type design I ll show you how to look at a picture Don t look at it feel it with your eyes. GULLEY JIMSON The fictional artist hero in Joyce Cary s novel The Horse s Mouth 3

4 This quote hits on a basic truth to all kinds of visual design: To understand and appreciate any sort of design composition, we need to use our eyes differently. We see things everyday, and yet, even though we may not be aware of it we are affected by the feel of what we are looking at the sensual qualities of things and how they are arranged. To create compelling designs, artists need to develop a more refined ability to observe and reflect on what is being viewed. Designers have created a special visual vocabulary to help them. 4

5 Words are tools Vocabulary is part of the set of tools that help you focus on the visual structure Enable you to discuss your work with others and help you make better design decisions Three Types of Terms: Elements Qualities Principles of Design 5

6 Elements Are used to describe the parts used in a design. The abstract elements of design include: Line: Any mark connecting any two points Shape: Anything that has height and width Texture: The look or feel of a surface Space: The distance/area between or around things Size: How big or small something is Value: The lightness or darkness of an area Color: The ultimate tool for symbolic communication 6

7 Qualities Are adjectives that are used to describe the look & feel of elements. Or the essence or unique characteristic of the letterform. These include terms such as: Rough: Coarse or uneven looking surface Smooth: Uniform consistency Organic: Shapes associated with things from the natural world Geometric: Shapes using simple rectangular or circular lines 7

8 Principles of design: Describe how elements work together; guidelines that help you develop more powerful designs. Balance: An equal distribution of weight Rhythm: A pattern created by repeating elements that are varied Emphasis: The focal point; what stands out and is noticed first (influenced by color, value, size and shape) Unity: All the elements look like they belong together 8

9 Elements, Qualities and Principles in letterforms The element of shape is of fundamental importance in letterforms. Shapes are perceived in relation to the areas that surround them and come in between them; these are called negative shapes. For example: A negative shape inside a character is called a counter. 9

10 Legibility The difference between the shapes of different letters is the key to legibility it is through these differences that we recognize one letter from another. The shapes of letters are made of lines Their surface quality or texture can be smooth or rugged, crisp and hard or soft and fuzzy Letterform shapes are derived from basic shapes (circles, triangles or rectangles) These shapes possess geometric or organic qualities 10

11 Legibility Lines within letterforms that do not vary are called monoweight Lines that vary between thick and thin are calligraphic Such qualities of line and shape can suggest specific actions or express emotional feelings 11

12 Differences between elements or qualities create contrast Any element or quality can be made to contrast: Shapes Textures Color Line thickness Proportion Distance Without contrast everything would look the same, with contrast things stand out and create visual energy! 12

13 Repetition If we examine the letters within a specific typeface, they seem to share an overall family resemblance This is due to similar shapes and qualities have been used throughout the letters in the typeface Repeating similar visual elements throughout the typeface creates a sense of rhythm 13

14 Rhythm helps create unity Unity is created when separate parts are tied together and making up the whole Our mind has a natural instinct to recognize similarities Repetition of similar elements and qualities throughout a typeface creates a unified identity This is called the look & feel or essence of a typeface 14

15 Principles of design The principles of design can also express feelings. Rhythm is an example. This term means creating visual interest by setting up intervals of both repetition and variety. In general, the principles of design remind us of an important lesson: not to merely think of things in themselves, but instead, to recognize the importance of relationships. Balance is the principle of compensation: Think of each element as a visual force an action that demands an equal and opposite reaction. Shapes need to be balanced by negative shapes; weights need to be balanced by counter-weights. 15

16 Unifying the composition In between the text blocks and illustration boxes on a page are negative shapes, which we call white space White space adds clarity and importance to the composition When different elements line up, like the edges of text boxes, they create the impression of an implied line When elements share an implied line, we say they are in alignment. Alignment helps creates unity in a composition. A unified composition holds the viewer s attention. Unity can also be achieved with rhythm and balance. 16

17 Balance Symmetrical balance is the arrangement of elements on the page that mirror each other. This is the simplest way to create unity in the composition. This is sometimes called formal balance. Asymmetrical balance is when the weight of elements on one side of the composition is compensated by different elements on the other side. Asymmetrical balance is referred to as informal balance and is less predictable and more energetic than formal balance.. 17

18 Chapter Summary This chapter we have discussed the visual vocabulary used to understand type design and composition. Including them in the practical application of creating your compositions and designs will reinforce mastery of these terms and concepts. 18