Great Minds: Paula Scher

Modularity Font

Pattern Making

Layers

Video Summary: Foundations of Typography | Color, Contrast & Scale

This video offered lots of useful information to think about when working with typography. 

Fundamental considerations when making decisions regarding type: 
- length
- format
- audience
- surface

Things to remember when working with text type:

- Aim for even color/tonality

- No rivers/gaps in text

- No widows/orphans

- Keep tracking to a minimum

- Lengthy passages should appear in regular or book weight

- Font size and leadding affects the color of the text

- Content should play a role in the choice of typography

COLOR

- can create contrast or unity

- can elicit an emotional response

- can create hierarchy: enhance, amplify or separate text

- Consider the color of background against the color of type

CONTRAST: the degree of difference between two things

- Create contrast by using a typeface with a broad range of weights

- Use combination of serif and sans serif fonts

SCALE

- Bigger is better!

- Consider the size of surrounding elements

When working with text and image:

- Make use of the negative space in an image

- Try darkening the image behind text

- Use outlines and shadows to make text pop against a busy image

"Everything exists in relationship to everything else."