Typography // Project 2B: Expression, Hierarchy and Composition
27/10/20 - 24/11/20 (Week 10 - Week 14)
Caitlyn Aurelia Tjandra (0339381)/BDCM
Typography
Project 2B - Expression, Hierarchy, and Composition
Lectures
Lecture 9: Introduction (20/10/20)
This week we were briefed on our last project. This time we were told to make a poster that contains a social message to society. Here are the requirements we need to follow:1. Research
2. Identify your quote (i.e quote on design's relevance in society)
3. Idea sketches (think Type Expression)
4. Digitize (use Illustrator)(use Photoshop in a very limited capacity, final output in Ai)
5. Enhance the final approved poster (texture etc)
6. Animate (only think of this once static poster is complete and approved)
3. Idea sketches (think Type Expression)
4. Digitize (use Illustrator)(use Photoshop in a very limited capacity, final output in Ai)
5. Enhance the final approved poster (texture etc)
6. Animate (only think of this once static poster is complete and approved)
Instruction
Research
For this project, we were told to do some research regarding typography posters. We were told to create a poster that has a social message to society preferably design-related which after we would animate it. I went ahead and research some reference pictures on Pinterest and here is what I found:
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| Fig 1.0 reference 1 (24/10/20) |
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| Fig 1.1 Reference 2 |
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| Fig 1.2 reference 3 |
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| Fig 1.3 reference 4 |
Exploration
Sketches
2. Less is more - Ludwig Mies van der rohe
3. Design is intelligence made visible. -- Alina Wheeler, author
4. Practice makes perfect -
5. There are secret opportunities hidden inside every failure - Sophia Amoruso
6. Art has to move you - David Hockney
7. Think out of the box - John Adair
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| Fig 1.4 Sketch 1 (26/10/20) |
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| Fig 1.5 Sketch 2 |
Digitalized
After feedback at class from Mr. Vinod, I went ahead and digitalized the picked poster on my Adobe Illustrator. I did several drafts prepared for the next class. I also added the text out of the box as requested. I tried to do the Thinking in the different font but it looks weird, so I decided to stick with 2 different font which is Gill Sans and Futura.
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I also try out several paper texture on the poster to see what it would looks like.
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| Fig 1.7 Texture 1 (06/11/20) |
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| Fig 1.8 Texture 2 |
However after looking at it, I don't really like how it turned the white grey which makes the poster less impactful. I think I was more satisfied with the plain one which the I decided to go for.
Application
Finalizing
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| Fig 1.9 Progress 1 ( Fixing Allignment) |
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| Fig 2.0 Progress 2 ( apply square) |
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| Fig 2.1 Progress 3 (apply yellow text) |
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| Fig 2.2 Final Poster " Think outside the box - John Adair) (8/11/20) |
Animation
I decided to do two simple animations. First, I did the words Think moving in words in a zigzang motion. Then a square emerging which follows by the neon yellow which switch on and off like a light bulb.
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| Fig 2.3 Gif Animation Draft 1 (9/11/20) |
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| Fig 2.4 Gif Animation Draft 2 |
For this animation I wanted to emphasize first on the think which is why I make them bounch in which would catch your view. Then I animate the box emerging from the middle in a more slow paced motion which helps create a sensitivity. After that came out of the box text which I animate emerging word by word while glowing like a light bulb. After that I also added a moment of pause before looping the animation.
Feedback
Week 10
General Feedback: We need to Understand the quotes and do some research on it before designing it.
Specific Feedback: Sketch no 1. Looks impactful however need all quotes to be stated. The composition of failure also needs to be fixed. Then, Sketch no 3. Idea-wise looks interesting however it doesn't fully express the word. Meanwhile, Sketch no 4. Looks interesting and Mr. Vinod like this one out of the four. He told me to make the art looks like a person and makes it as if it's crying. Finally, sketch no. 8 this one caught sir Vinod attention as it is ambiguous however once you realize the meaning it is interesting. Mr. Vinod suggested adding a subtle text out of the box. He also suggested making the typeface different for each thing. Therefore, Mr. Vinod told me to choose between sketch no.4/8
Week 11
Specific Feedback: Mr. Vinod and Mr. Shamsul told me that t's already okay. I just need to adjust the space for thinkings and Mr Vinod choose the poster that has the word out of the box in the middle. Mr. Vinod also told me that the yellow doesn't work on my poster and just go with the white one
Week 12
General Feedback: Mr. Vinod said that when we are designing a poster, communication is key, composition is important (hierarchy). While animation needs to have an Idea and message (impact)
Specific Feedback: Today Mr Vinod and Mr Shamsul gave me feedback for my animation. They like my animation. My animation has a good flow, sensitivity and Mr Shamsul liked the box animation. I have a good timing for each animation. I can move on.
Reflection
Experience: It was pretty fun. I think I had the most fun with this project and exercise 1. I feel like I can experiment much more with this project. I was able to use color too and have different kinds of ideas explored.
Observation: It is hard to design a good poster. We need to be able to send our message clearly so that viewers would be able to understand what we wanted to express. We also need to emphasize what's important not all of them.
Findings: I could see my classmates have a different approach to the same quotes which I found was interesting. We were given design-related quotes that lessen the broad quotes. There are several ideas that my classmates did that impressed me.
Further Reading
This week I read this book called The Vignelli Canon by Massimo Vignelli. Here are some of the things that I learned and understood from this book:
Visual Power
-we like Design to be visually powerful.
-We cannot stand Design that is weak in concept, form, color, texture
- We think good design is always an expression of creative strength bringing forward clear concepts expressed in beautiful form and color, where every element expresses the content in the most forceful way.
-Bold type contrasting with light type creates visually dynamic impressions.
-3d: manipulating light through different textures and materials gives infinite and effective results.
-Changing scale and contrasting sizes provide an impressive array
of possibilities.
-Visual strength can be achieved using delicate layouts or materials.
-Visual strength is an expression of intellectual elegance and should never be confused with just visual impact
Grids, Margins, Columns
and Modules
-Graphic Design is the “organization of information.”
-The grid represents the basic structure of our graphic design it helps to organize the content, provides consistency, gives an orderly look and it projects a level of intellectual elegance that we like to express.
-in designing a grid we want to have the outside margins small enough
to provide a certain tension between the edges of the page and the content.
-divide the page into a certain number of columns according to the content, three, two, four, five, six, etc.
-horizontal frame of reference to assure certain levels of continuity throughout the publication. Therefore, we will divide the page from top to bottom into a certain number of Modules, four, six, eight, or more, according to size and need.
Layouts
-Any kind of publication has different layout requirements.
-Most publications are composed of text, images, and captions and the task of the designer is to sift through the images to select those that best portray the essence of the content and possess the quality of becoming an icon.
- icon: is an image that expresses its content in the most memorable way.
-outside margins are established (I tend to like narrow margins to increase the tension) the basic grid should be devised according to the nature of the publication: 2, 3, or 4 columns for a book or a brochure, 6 or more, for a newspaper.
-Once the number of vertical divisions is decided the next step is horizontal divisions which will provide the number of modules per page.
-The purpose of the grid is to provide consistency to the layouts, but not necessarily excitement which will be provided by the sum of all the elements in the design.
-Outlined images, line drawings, and bold initials, can add sparks to the page as a variety of other devices.
-white space that makes the layout sing. Bad layouts have no space left for breathing - every little space covered by a cacophony of type-sizes, images, and screaming titles.
White Space
-The white space on the printed page is the correspondent of space in architecture. In both situations, space is what qualifies the context.
-White space, non only separates the different parts of the message but helps to position the message in the context of the page.
-Tight margins establish a tension between text, images, and the edges of the page. Wider margins deflate the tension and bring about a certain level of serenity to the page.
-Tight type setting transforms words into lines just as loose type settings transform words into dots. Decreasing or increasing the letter spacing (kerning) confers very distinctive character
and expression to the words.
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