TYPOGRAPHICAL COMPOSITION DO'S AND DON'TS

        -Some general issues to utilize and watch out for
        -Good and bad examples to illustrate tips




White Space: Work around holes and gaps in the middle of publications. This occurs when unnecessary or unappealing space appears between a headline or text with a separate graphic, text, or column. Adjust the size of the graphic or fill the space so that the negative space (white space) looks purposeful, attractive and readable.

Note: Sometimes making the white space dominant puts the focus on the intention of the message, which can also work in the intention's favor. See examples below.

White space to focus attention on a single matter

A good and bad example of white space...

Similar Typefaces: Whether it be the same color, style, or font of a typeface, it's important to have a contrast when using more than one on a template. Underlining, bolding, or italicizing doesn't always create enough contrast and can create clutter and confusion, so be familiar with the choices of fonts available. It may also take more time for readers to separate the text if the typefaces are too much alike.


Too Many Typefaces: In regards to the previous tip of 'Similar Typefaces', it's important to not use too many as well. One should utilize texts for contrast, but using too many can have the same consequences of using typefaces that are too similar. Use enough to create contrast variation, but don't make the layout too busy and hard to comprehend.

Also be aware of sans serif and serif when choosing fonts to contrast! It needs to be visually appealing, yet make sense and readable. There are great typography links and tutorials listed at the end of the post to visit to get a better understanding.

-Cluttered and use of unprofessional text (Comic Sans)

Boxes and Rules: Avoid using headline and subheadings that are too close to other columns, texts, or boxes. Too many bordered elements on a page can be an overload and even harder to decipher. The result is clutter that interferes with the purpose of the easy-to-read aspect and purpose of any type of design.


Unequal Spacing: Strive for consistent spacing between text and graphics. Pay attention to the the relationship between the two for any grammatical or even appealing errors that could occur.

For example:
     -subheads and text
     -captions of artwork or images
     -columns starting and ending
     -the spacing between the information of text
     -text or graphics in relation to margins, borders, headlines and other text

-Personal example of a booklet layout

-Information is proportional and in relation to images

-Use of spacing between columns and variation of heading/subheading size and color makes it easy to read

Tabs and Indents: Default tabs in files should be changes to be proportionate and consistent throughout. It can be unappealing if it's not in relation to the text size, font or style on a template. Depending on which type of document or medium you are designing for, it may not even be necessary (classical book structure for example).


Cramped images, logos, and addresses: Information can be difficult to read because they may be squeezed by, together, or next to other information, just to get it on the page. No matter the layout you're designing for, if the information is on it, it has to have some importance. To avoid this, place the image, graphic or logo first and then place the important information next, and then build the rest of the document together/place the tertiary information last.

-Personal corporate system design example of text placed around a logo

-Text is easy to read and not cramped with the logo

Body Copy: Centered alignment of text is often difficult to read, especially on resumes, posters, word files, and website design. Flush left type is easiest to read, and is most often, the most appealing. To add a little style or change it up, there are such tools and differentiations of alignment. For example, left justified, right justified, forced and so on. This needs to be taken into consideration as well in the respect of the other objects, graphics and text surrounding the information

-Difficult to read, unappealing, centered text alignment

Headings, Subheadings, Tertiary Information: Utilize and create contrast based on the most important information that one wants to grab the attention of, to the tertiary information that can be read as the supporting text. Be sure to create this contrast by size, font style, or text difference. Also be sure that the headlines are subheads are closer to the text they are intended to represent or introducing. This can be weak if it's not immediately clear.

-Hard to distinguish which information is primary, secondary, or tertiary

-Drop shadow makes it difficult to read

     -->  Although these few tips can be utilized and transition between all medias and types of design, this is just the beginning! Below are some fantastic articles and sites to further your knowledge and skills in creating successful typographical composition layout for posters, business cards, website layouts, advertisements and more! 

http://www.ideastraining.com/PDFs/TypographyBasics.pdf    <---- A pdf to download!

http://designinstruct.com/tools-basics/the-basics-of-typography/

http://www.noupe.com/design/a-crash-course-in-typography-the-basics-of-type.html

ELEMENTS OF DESIGN

-The elements and principles of design are building blocks used to create and establish an understanding of not only art, but design as well. Elements can be learned and developed as supporting aspects of a design for all medias of artwork.

Line
   -Line can be considered marks made that have an edge created when two shapes meet.

Shape
   -A shape is a self-contained defined area of geometric and organic forms. A positive shape in a design can also create a negative shape at the same time. It can have a powerful and proportional influence on a design as well.

Direction
   -All lines have a direction whether it being horizontal, vertical or oblique. Direction can correlate to different feelings or purposes such as calmness, tranquility and stability. Other directions, such as vertical, gives a vibe of balance and structure. Oblique suggests more movement and direct action.


Size
   -Size is the relationship of the area occupied by a shape of another. Size relationship can be equal, largest to smaller, asymmetrical, etc...

Texture
   -Surface quality of a shape. Texture creates substance and can be seen as rough, smooth, hard, rigid, furry and many other textural surfaces. It can actually be physical or even visual.

Color
   -Also known as hue. Design can be based off of thousands of different color systems and patterns. Kuler is a fantastic website to obtain color patterns and palettes from.
http://kuler.adobe.com/

   -A color wheel is based on the three primary colors (red yellow and blue) placed evenly around a circle
   -Between the three primary colors are secondary colors (green, orange and violet) which are mixtures of the two primary colors they sit between.
   -The tertiary colors fall between each primary and secondary color. Between blue and green is blue-green for example.

Value
   -Lightness or darkness of value which is also known as tone.


--> Check out this website for more in-depth information and ideas about the elements and basics of design!
http://www.online.tusc.k12.al.us/tutorials/grdesign/grdesign.htm#elemdes

GRID STRUCTURES

Grid Structure- Structure of intersecting vertical, horizontal, and diagonal axes used to organize and arrange content. It serves as a system that the designer utilizes to place text and images in a rational and easy way.

Personal Grid system

-The main idea behind a grid-based system in the design world is the solid visual and structural balance that you can use to base an idea or composition from. Proficient layout structures offer more flexibility and enhance the design for a potential pleasing visual experience to the audience. It can be easier to follow the consistency of the layout, while developers can update the layout in a well thought-out and consistent manner.


-As a tool, grids are useful for organizing and presenting information. If they are used in the correct manner, they can enhance by creating predictable patterns for users to follow. From a designer's point of view, they allow for an organized approach for planning systematic layouts. As from the audience's point of view, the result from using a grid system can appear to the eye as visually appealing, relevant, controlled, and accessible for retaining information.


-Grids also maintain chaos, confusion and disorder...but that isn't necessarily a bad thing. The purpose of the grid is to create a system for presenting the intended use of information. They suggest ordered hierarchies, proportional relationships, clear visual paths for the eye to travel, and more.


-The first rule to understanding and using a grid system is to be aware and familiar with the programs and tools used to create them. This means you should study the grid and understand how to successfully use it to create the layout.

Below are a few basic and helpful pointers on successfully utilizing a grid structure in a design element.

      1. Utilize Angles
          a. The use of angles can break up a design in an interesting way and create appeal. If you restrict the use of lines and angles, you could lose interest to the audience.

     2. Break Boundaries
          a. Although a grid is available to guide you, it doesn't hurt to break the boundaries of the grid. Thinking 'outside the box can create a masterpiece and provide many more possibilities.
   
     3. Use Space
          a. Arrange the composition so the empty space creates a message and is visually appealing. Create interest by using elements such as symmetry and asymmetry. These elements can equalize, even though they may be completely different approaches
          b.Vertical and horizontal images, lines, rules, etc...can break up the page and allow space and opportunities for a successful piece to be produced. The designer uses this precision as an eye to fill unused and/or creative space.

-Below is an illustration based off a grid system created for a symbology project in an Identity Systems class I was enrolled in.

-The example above and to the right is a product based off of the grid system using those pointers and skills suggested. Notice the grid system is mathematically arranged and complicated. Grid structures (especially for a beginning designer) can be much more simplified and limited.
http://www.spd.org/images/blog/TimeCom-Home-Article-grid.jpg

-Creating this in the Adobe Illustrator program and using the 'pen tool' allowed me to easily construct the grid.


-If you were to align the image and the grid up, it probably isn't the same to the grid layout exactly, but still creates structure and an appealing end product. By using design elements of asymmetry, negative/positive, and directive symbology, I was able to create a visually attractive piece that was structured around the grid system and successful for the project assignment given.


-These tips are only the beginning! There are many articles, summaries, and tutorials that can give tips, hints, and suggestions on the fundamentals of not only grid structures, but for design elements in general!

http://www.poynter.org/how-tos/newsgathering-storytelling/visual-voice/12369/the-grid-the-structure-of-design/   is a great place to start!

COMPOSITION

Composition is known as the placement or arrangement of visual elements or ingredients in a 'work of art', as distinct from the subject of a work. In other words? The term means 'putting together', and can apply to any work of art of subject.

There are numerous approaches or techniques to achieving a sense of unity within an artwork, depending on the goals of the artist. For example, a work of art is said to be aesthetically pleasing to the eye if the elements within the work are arranged in a balanced compositional way, but can also be pleasing if something is offset, asymmetrical, or even disruptive.

Why is this relative information? For many reasons. Understanding how to utilize composition is one of the first things a designer should learn and comprehend. It determines what can make a piece of work successful or unsuccessful. If one understands the use and value of composition other aspects of design will come much easier. Design is apparent everywhere. When design is present, the way the subject fills the plane of design is arranged is extremely important and essential to understand.

The purpose and subjects that will be shared in this blog will b e providing hints, tips, and guidance to any audience for making facets of design appealing and successful. These tips are not only based off of individual and personal experience, but also relate to inspirations from outside sources such as text, images and professional pieces from areas of social media, graphic design, advertising, campaigns and other medias.

Make sure to tune in next time for the first topic- Grid Structures!