COMMUNICATION DESIGN
NITHISH RAMESH
TYPOGRAPHY
COMMUNICATION DESIGN : NITHISH RAMESH
TYPOGRAPHY
Typography is the art and technique of arranging type to make written
language legible, readable, and appealing when displayed.
WHAT IS THE DIFFERENCE BETWEEN FONT AND TYPEFACE
TYPEFACE FONT
A typeface (or type family) A font refers to variations of
is the name of a specific a typeface, like its size and
collection of related fonts. weight.
EXAMPLE FOR TYPEFACE AND FONT
COMMUNICATION DESIGN : NITHISH RAMESH
WHY TYPOGRAPHY IS IMPORTANT
Typography is a way to use text as a visual element to convey a message.
when used effectively, typography grabs attention, builds hierarchy and project recognition.
As a communication tool it is essential to our projects.
It is important to understand the principles of typography otherwise we can compromise
communication, expression and clarity.
EXAMPLE FOR WHY TYPOGRAPHY IS IMPORTANT
SIMPLE LOVE STORY DRAMATIC LOVE STORY HORROR LOVE STORY
THERE ARE FIVE MAJOR TYPES OF TYPOGRAPHY:
SERIF
SANS-SERIF
SLAB-SERIF
SCRIPT
DISPLAY
COMMUNICATION DESIGN : NITHISH RAMESH
SERIF
Serifs are small feet at the end of a stroke on the letter.
Font Adjectives: class, heritage, trust, respectability, authority, grandeur,
classic, established, formal, trustworthy, sophisticated, stylish, traditional,
high- end, mature, luxurious.
Pairs well with: San serifs, scripts, and display fonts.
Used For: Logo, Body copy, titles.
MOST USED SERIF FONTS
EXAMPLE FOR SERIF FONT
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SANS-SERIF
If “serif” is the foot, “sans serif” is without the foot.
Font Adjectives: clean, modern, engaging, chic, honest, clarity, geometric,
universal.
Pairs well with: serif, script, slab serif.
Used For: Logo, body copy, titles, small text.
MOST USED SANS-SERIF FONTS
EXAMPLE FOR SAN-SERIF FONT
COMMUNICATION DESIGN : NITHISH RAMESH
SLAB-SERIF
Often regarded as a subset of the serif family, they look like serifs but have
specific slab sections as the serifs.
Font Adjectives : confidence, solidity, boldness, innovative, modern,
creative, contemporary, friendly, solid.
Pairs well with : San Serif.
Used For : Logos and titles.
MOST USED SLAB-SERIF FONTS
EXAMPLE FOR SLAB-SERIF FONT
COMMUNICATION DESIGN : NITHISH RAMESH
SCRIPT OR CURSIVE
Emulates cursive handwriting.They are classified as letters that are
connected and flow together in a fluid motion.
Font Adjectives : femininity, elegance, creativity, personal, history, and
experience.
Pairs well with : San Serif and serif.
Used For : Logos and accent fonts.
MOST USED SCRIPT FONTS
EXAMPLE FOR SCRIPT FONT
COMMUNICATION DESIGN : NITHISH RAMESH
DISPLAY
Each display font has a specialized element, whether it’s an unusual shape
to the letters, outlines, shadowing, or a more artistic/hand-drawn edge.
Font Adjectives : Determined by the font.
Pairs well with : San Serif and serif.
Used For : Logos and titles.
MOST USED SCRIPT FONTS
EXAMPLE FOR DISPLAY FONT
COMMUNICATION DESIGN : NITHISH RAMESH
BASIC RULES
Basic thumb rule for normal body text size should be between 8-12
points.For title it should be 2-3 times larger than the body text. A common
range is 24-32pt.
Letter spacing or leading a general rule of thumb is to have a letting value
of 1.25 and 1.5 times greater than the font size.
One or two types of fonts are enough to make any project.
EXAMPLE :
HEADING (Glacial indifference font : 30 point)
Body text, Body text, Body text, Body text, Body text, Body text, Body text, Body text
Body text, Body text, Body text, Body text, Body text, Body text, Body text, Body text
Body text, Body text, Body text, Body text, Body text, Body text, Body text, Body text (Avenir : 12 point)
COMMUNICATION DESIGN : NITHISH RAMESH
COMBINATION OF FONTS
Don't choose fonts that looks SIMILAR.Using two similar types of fonts is
like drinking milk and having milk chocolate.If they are TOO SIMILAR they
CREATE CONFUSION, avoid it !
EXAMPLE TO AVOID THE COMBINATION
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STANDARD COMBINATION
Use the standard combinations SERIF + SANS SERIF.
This combination is an absolute classic and it is really very difficult to make mistakes
by following this advice. SANS-SERIF are more appreciated in large body and so in
BIG TITLE AND SLOGAN, SERIF guarantee better readability,therefore they are used
for the BODY.
EXAMPLE FOR THE COMBINATION
COMMUNICATION DESIGN : NITHISH RAMESH
THANKYOU
NITHISH RAMESH
