Computer Graphics

SELECTING TYPE
The key to great typography is communication. When you create a graphic design using type and images your main goal is to effectively communicate the message to your readers. The typeface you select for your design can have a major impact on its success. By choosing the correct typeface you will:

1. Reinforce the meaning of the words and match the mood of the type to the topic.

When a typeface is designed it possesses certain qualities or attributes. Some typefaces are designed with a specific function in mind. For example: condensed faces are for situations where there is little space, legible serif typefaces are designed for text setting. Other typefaces may have a strong personality or mood. These send a subliminal message to the reader which can enhance the information being read. For example: there are typefaces which “look” casual or sophisticated, or which convey a time period or country.

Selecting the right typeface is not just a matter of picking the “nicest” or “coolest” typeface. It also entails considering other aspects such as mood, audience, design function, legibility, printing method, paper type, size, etc.

SELECTING TYPE BY TOPIC AND MOOD
First, consider the topic of the design. What exactly is its main subject? For example, is it about cars, or toiletries, finance or education? You will want to select the typeface which best reinforces the theme.

Next, address what kind of mood you want to create for the design. There are various kinds of moods you can convey. You may want to choose a typeface associated with a certain time period, country or emotion. Here are some typefaces which give the impression of a certain time period or country:

Typefaces can also send a strong message about emotions or attitudes. Look at a typeface carefully to make sure it matches the kind of impression you want to make. An emotional word can be reinforced by selecting an appropriate typeface.

Here are some typefaces which might reinforce a certain kind of attitude or message. Maybe you want to convey the idea of casual, or upscale.

Although, it is tempting to pick a really obvious choice, usually it’s best to avoid a stereotypical solution. For example:

Sometimes, an alternative (less obvious) typeface may look better …

You will need to decide whether the typeface you have chosen is appropriate or stereotypical and overdone.

SELECTING TYPE FOR A SPECIFIC AUDIENCE
There are two things to consider when selecting an appropriate typeface for your readers.

When considering whether a typeface will appeal to your audience, focus on the age group and their outlook. Teenagers may be attracted by an unusual, dynamic typeface, whereas older people might prefer something traditional with easy-to-distinguish letters.

Legibility is also very important. Do not use a typeface with letters which are very hard to distinguish unless it is just for a few words. The characteristics of typefaces with reduced legibility include: fancy or exaggerated letterforms (most scripts), very condensed/expanded, very thick/thin contrasting strokes, and excessively large or small x-heights.

SELECTING TYPE FOR A SPECIFIC FUNCTION
Each design situation has different requirements for typeface selection. For one, your main priority might be to catch attention, for another it might be to make the type most readable. Most typefaces are designed with a specific function in mind. Some are extremely legible and ideal for lengthy text setting, others have more personality and are suitable for only specific situations or moods. Condensed fonts help you save space, while expanded fonts take up more. Which should you choose?

First, focus on the main function of your design. It is strictly reading material, such as a newspaper? Do you have text but also a need for some mood or personality, e.g. a brochure? Perhaps you are designing an advertisement which may need an eyecatcher for a headline and legible type for the text. Or maybe you have a timetable which needs to be clear but has limited space available.

For a newspaper or book, your typeface should be a legible serif, that fits many words on a line, has little or no personality, and prints well on poor quality newsprint paper.

When designing a brochure, you might select a typeface with more personality and appeal. It should still be fairly legible though.

If your design has little space, use a condensed face, preferably sans serif. Sans serif letters are easier to distinguish when the reader only needs to look at one or two words at a time, e.g. a timetable.

OTHER FACTORS IN TYPE SELECTION
There are several other factors you need to consider when selecting a typeface. These include:

Printing Method: Will the design be professionally printed or will you have to make copies on a copy-machine? If it’s the latter, try to pick a typeface which is fairly heavy and has large counters.

Type of Paper: The type of paper has a lot to do with the typeface you choose. For newsprint, you’ll need a heavier typeface with little contrast. Textured paper may interfere with a light, delicate font. Dazzling or glossy paper is not ideal for typefaces with lots of contrast.

Size: The type you choose will have a real impact on the amount of space used. Look at the typeface carefully to see if it has wide or narrow letters. If you have limited space, use a narrower face.

Design features: As you develop your design, ask yourself whether the features might interfere with the typeface you plan to use. These features might include: screened boxes, images or textured backgrounds, areas of bright, glossy colors, or places where the type needs to be reversed. Look carefully at the typeface to ascertain if it will stand out against your design features. In general, delicate typefaces and those with extreme thick/thin contrast should not be placed on busy backgrounds.