Typography

In typography diffrent styles and techniques are put in place to create different visual effects and in many cases to emphasise a displayed message or way of reading for the viewer (e.g. the largest text shows the most important information so the viewer is made to read the correct part of say a poster at first glance).From a descriptive and simplistic point-of-view, typography is the art and technique of arranging type. Most people never think about typography. They don't understand the psychological effect it has in relation to conveying a message. 

The point inside the a at the top of the triangle its cut out space creates is not made of two straight lines that meet each other. Instead there are two slightly bent upward lines, warping the shape of the triangles point. This is done to make the space inside the A look equal to and even in comparison with the white shape of the letter, without this technique the top of the A would look too bulky. This is what typography is all about altering font and letters, sizing spacing etc, to create an illusion of equality between the letters and to create a more pleasing outlook. 

Basic concepts

Here are some of the most important typographic considerations the professional designers needs to take into account. You need to learn the rules of typography before you break them. 

1:

Size

The height of each character is known as its 'x-height' (quite simply because it's based on the letter 'x'). When pairing typefaces - such as when using a different face to denote an area of attention - it's generally wise to use those that share a similar x-height. The width of each character is known as the 'set width' - which spans the body of the letter plus a space that acts as a buffer with other letter.

X-Height:

X height is that height of the main body of each letters. The tail of letters like g and y will go below the x height and the heads of letters like h and d will go above it. This does not Apply to text in all capitals. 

This image shows how different typefaces have different sized x heights. Again this is something that should be thought about when pairing typefaces (how they will look together).

  BaseLine:

These images above show examples of baselines used in typography. Again like in the first image i spoke about of the A and the warped triangle point, a baseline is used to make the text look more aesthetically pleasing and in balance. The baseline is where letters that are curved at the bottom go slightly over the line that the letters would sit on or the line used to line the bottom of the letters up together. The image above shows an example of this in two different font. This technique is used because typographers found that these curved letters looked too small if they made them fit into the x height and the baseline rulers, and too big if they simply sat the O on the baseline like the rest of the letters. And so again a visual illusion is used to make all the letters look even. 

2:

Leading

Leading describes the vertical space between each line of type. It's called this because strips of lead were originally used to separate lines of type in the days of metal typesetting.

For legible body text that's comfortable to read, a general rule is that your leading value should be greater than the font size; anywhere from 1.25 to 1.5 times.

3:

Kerning And Tracking 

Kerning describes the act of adjusting the space between characters to create a harmonious pairing. For example, where an uppercase 'A' meets an uppercase 'V', their diagonal strokes are usually kerned so that the top left of the 'V' sits above the bottom right of the 'A'.

Kerning similar to, but not the same as, 'tracking'; this relates to the spacing of all characters and is applied evenly.

Tracking:

 Kerning:

Typography tips:

Lowercase:
avoid l e t t e r s p a c i n g lowercase type. This stunts the readability of the type and the aesthetics of the type and creates an over all more messing appearance.

Uppercase:

Titles in uppercase will usually benefit from the addition of space between the letters. However once letters have been spaced globally (letterspaced the whole word) don't forget to kern the individual spaces between the letters to ensure each letter appears optically to be in the middle.

Stacking:
Don't vertically stack
l                                                          U
o                                                         P
w                                                        P
e                                                         E
r                                                          R
c                                                          C
a                                                          A
s                                                           S
e letters!                                             E

Stretching:

Most typefaces in their individual letterforms are the result of hours of dedicated crafting. This crafting created the highly considered and harmonious proportions of the letters, so avid squashing or stretching type as it may not look atheistically pleasing or proportions after doing so. Instead select extended or condensed version of the font.

Typographic Heierarchy:

Use position, space, colours, variety of typefaces, size, italic, bold etc to emphasise different levels of information. Be wary of employing too many different ways of emphasising in one design.

Screen Type:

When using small text on computer screen serif type can often appear distorted and inconsistent, dues to the delicate serifs and stresses sometimes being hidden or stretched by the pixel grid of the screen. choose screen friendly serif fonts such as georgia or fonts with heavier serifs and less stress. 

Thinking with type source by ellen lupton:

The ten commandments by paul felton


My Task with Emphasis:

My work:

My Task With Colour:

I was given this arrangement and sizes of fonts and i had to use colour alone to make the texts stand out evenly

What i made: