Lesson 4 - Objectives 1-2 (Monday)
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There are many colleges around the world that offer a full, four year degree in typography. We won't have time in this course to go that deep. However, there are some basics we can learn that will help us improve our graphic design skills. This past week as part of assignment three, you read about typography. Let's summarize some of the important fundamentals.
First and foremost type is about communication. Even when using a letter as a design element, type is all about giving a message. In Robin Williams' book, The Non-Designer's Design Book, the fonts chosen for use on a page can have one of three relationships:
Unless there is some sound reason to use conflicting typefaces (and I can't think of any at this moment), you should avoid them. Go for concordant or contrasting instead. 
Click on image to be taken to it's source...
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Click image to view source...
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So, how can we tell if two fonts are conflicting? There are thousands of typefaces right now, and more are added each day. That makes it difficult to choose among them. However, typefaces can be categorized into general styles, which will help us to choose font matches that work well together.
Depending upon the source you go to, there are varying categories. Six of the most commonly used categories are Oldstyle, Modern, Slab Serif, Sans Serif, Script, and Decorative.
Robin Williams continues, "To use type effectively, you have to be conscious. By that I mean you must keep your eyes open, you must notice details, you must try to state the problem in words. Or when you see something that appeals to you strongly, put into words why it appeals to you." Being able to categorize a typeface can help you do this. Some of the most effective font use happens when you follow some basic rules.
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Click image to view source...
Click on image to view source...
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Text Color: Blocks of text on a page have color (squint through barely open eyes at a page of text so that it looks like a field of grey), Adding color variety to a page of text by using different weights, size, or fonts can add more visual interest to a page. For example, the image at right is a specimen of fonts, size, weights, etc. Click on it to see a full size view. In this thumbnail size, however, you can't read the text, but you can see clearly the varying shades of grey the blocks of type make.
Again, the principle of contrast will be one of your best friends when using type. As Robin Williams says, "Don't be a wimp!" With these principles in mind, let's work with type in Photoshop. |
Click image to view source...
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Photoshop is used typically to combine smaller amounts of type with images to deliver a message quickly and with flare. If you're designing newspaper, newsletters, magazines, or other publications that require more text, then other programs such as Adobe inDesign, a desktop publishing application, would better serve that purpose. Click on each of the photoshop examples below (at left) to see a few ways type can be used in Photoshop.
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All images above are by Nathan Smith
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Click this image to learn some font terminology...
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What constitutes a bad font?
Overuse – You don’t want to be part of a trend or, worse yet, late to a trend. Your brand shouldn’t convey a message of being typical and, therefore, replaceable. Who you are, the services you provide and products you offer, are unique.
Choosing an overused font for your graphics/logo can take away from the impact of your message. If you’re not the most popular brand utilizing a certain font, users could be distracted from your message by associating the font you use, with another brand.
Utilizing extremely popular/typical fonts like Arial, Times New Roman or Calibri is not only a common choice, but a thoughtless choice as well. If your brand feels as though the font that comes standard with the most popular word processors is most representative of your brand, you need to rethink your messaging. Users want something more animated and interesting than the standard.
Misuse – The modern consumer is an informed consumer. Utilizing a font that is inauthentic to your brand or industry will be noticed by potential customers. Take the time to find a font that truly represents your brand or your purpose for a logo or graphic.
Antiquated – Just as you wouldn’t build a website that looks like it was built in 1999, you shouldn’t maintain a logo that was originally designed in the 1800s. Modern consumers have a standard for what they expect in a font. Fonts that are creative, engaging, legible and sharp, will pop to potential customers.
More basic or overly intricate designs will equally put off online visitors. Your brand will come off as out of touch or less than. Invest in your business, invest in the experience of your customers by updating your brand’s font use.
Illegible – The quickest way to sabotage your message is to utilize a font that is illegible or hard to read. This is especially relevant in our fast-paced culture, where consumers don’t have time to closely dissect a logo, advertisement or graphic.
Source
Overuse – You don’t want to be part of a trend or, worse yet, late to a trend. Your brand shouldn’t convey a message of being typical and, therefore, replaceable. Who you are, the services you provide and products you offer, are unique.
Choosing an overused font for your graphics/logo can take away from the impact of your message. If you’re not the most popular brand utilizing a certain font, users could be distracted from your message by associating the font you use, with another brand.
Utilizing extremely popular/typical fonts like Arial, Times New Roman or Calibri is not only a common choice, but a thoughtless choice as well. If your brand feels as though the font that comes standard with the most popular word processors is most representative of your brand, you need to rethink your messaging. Users want something more animated and interesting than the standard.
Misuse – The modern consumer is an informed consumer. Utilizing a font that is inauthentic to your brand or industry will be noticed by potential customers. Take the time to find a font that truly represents your brand or your purpose for a logo or graphic.
Antiquated – Just as you wouldn’t build a website that looks like it was built in 1999, you shouldn’t maintain a logo that was originally designed in the 1800s. Modern consumers have a standard for what they expect in a font. Fonts that are creative, engaging, legible and sharp, will pop to potential customers.
More basic or overly intricate designs will equally put off online visitors. Your brand will come off as out of touch or less than. Invest in your business, invest in the experience of your customers by updating your brand’s font use.
Illegible – The quickest way to sabotage your message is to utilize a font that is illegible or hard to read. This is especially relevant in our fast-paced culture, where consumers don’t have time to closely dissect a logo, advertisement or graphic.
Source
Please note that whenever you use the Type tools, a new type layer will be created. You will learn more about layers in lesson 6.
Watch the video - The Basics of Using the Type Tools in Photoshop.
Watch the video - The Basics of Using the Type Tools in Photoshop.
Besides the video, here are some great, step-by-step instructions by Steve Patterson on using the type tools in Photoshop:
Reference Article: Type Shortcuts in Photoshop CC 2014 (or PDF)
Reference Article: Type Shortcuts in Photoshop CC 2014 (or PDF)
Video: The Basics of Using the Type Tools in Photoshop (17:10)
