Type / / Session Four

ALWAYS REMEMBER TONE OF VOICE.
- think about the receiver and how they will respond to it.


Leaflets.
- main purpose to inform.  Doesn't have to be exciting, needs to communicate information.  All proportional to A sizes, just have to look out for a different way of creating a different format.  Depending on the amount of information / / heirarchy / / structure of information you have to decide what kind of format is relevant.  Design for purpose.  
Different types of fold:
- concertina
- gate fold
- double gate


Nothing less than 8mm margin.  EVER.
Setting up:
3 columns


image.


Anything with a staple is a booklet.  No VAT on leaflet.  VAT on Booklet.


Type of fold determines what information the viewer takes in first.  Always Design for purpose and have a reason for the chosen fold.  However, by using the tools of typography and layout you can manipulate the viewer into reading certain areas of information.  


Take care of the images.
Images- how much space you've got left.


ALWAYS ASK YOURSELF QUESTIONS.


Print it out every so often!

Type / / Session Three

Branding / / Type.
- assumption that because it is their brand, it works.

Type / / Session 2

Visual Hierarchy:

Type / / Session 1

This whole module deals with Type in relation to print.

TimesNewRoman designed in 1932

Classification:

Linotype:

Talks about how we describe typefaces.  Classified as: transitional / slab serif /  black letter and broken / modern / old style / decorative and display / script and brush (FIND SOURCE)  A way of classifying for assigning identity to type.  

No real classification of type now.  All type is digitalised, been created on computer rather than by hand.  This is the reason why there are a lot of typefaces.

Catherine Dixon:

Source

Formal Attributes

Patterns.

Typographers to read-up on:

Licko

Ruder

Frutiger

Tschicold

Huxley

Stanley Morison

Dair

Gaudy

Sebastian Carter

Key programme: QuarkExpress

Easy to use for simple print jobs.

Remember H&J's- how sentences break.  IMPORTANT when working with editorial or large amounts of type.

SHORTCUTS

CMD / / SHIFT

ALT / / CMD / / SHIFT

Key aspect of each letter helped form the patter.  Using the anatomy of the type.  Look at key characteristics of each individual letter.

Some self-led letterform pattern designs: