By Michael Harkins

Basics Typography: utilizing variety presents scholars with a entire advent to the topic of Typography. What typography is (and what it isn't), how and while to exploit it, and the way to refine typographic etiquette are all lined during this crucial reference booklet. This ebook is a key introductory textual content for undergraduates learning photo layout and visible Communication, and for all students with an curiosity in Typography.

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This won’t have the effect of compensating for what has been ill-considered – it is more likely to draw attention to the fact. However, a considered and confident selection of print finishes can add something special to a design that would be impossible to achieve in any other way. indd 56 Job: 02742 Title: Fund of Typoraphy (2nd edition) (AVA) Page:56 5/25/11 7:03 PM 56—57 Above The packaging shown here forms part of Made Thought’s identity for The Mill. The quality of the materials and print finishing is paramount to the effectiveness of the visual identity.

Yet, as typographers and graphic designers, that’s almost exactly what we do when we produce good quality mock-ups of our work. We may be using the correct text, and the appropriate font and images. We may have specified the exact colours for the design scheme. But because we work so closely with material that could convincingly pass for the finished article, we sometimes neglect to ask further reaching questions of it. indd 50 Job: 02742 Title: Fund of Typoraphy (2nd edition) (AVA) Page:50 5/25/11 6:56 PM 50—51 What printing process will be needed to produce this work?

This chapter looks at some of the considerations you may need to make even before the process of designing begins. 1 Understanding the design problem Content and context It is a mistake to think that typography is an art, or worst still that it is art. It is true – and in this there is something of a paradox – that it is impossible to remove our personality from the act of designing. That is to say, that even when we try to be as objective as we possibly can in terms of design, something of our personality will always inevitably show through in that work.

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