Type/Typography as Design
Well designed typeface merges aesthetic concerns with effective communication. I have been more aware of the use of type in my surroundings since last class. I think it is interesting how the shape, line quality and spacing can give the font a completely different feeling. For example, a san-serif font has a more modern feel to it, whereas a serif font has a more traditional feel and is generally easier to read in printed material. I tend to gravitate towards particular styles of fonts, and it is interesting to think about why certain fonts are more popular or more appropriate for different situations. There are so many typefaces to choose from that it can be overwhelming when making design decisions.
Balance
Balance in a design can be achieved through a number of techniques. The human eye has a natural tendency to make connections between objects that are similar or close together. Balance can be either formal or informal, meaning it can be symmetrical or more dynamic and grab the viewer’s attention using the principles of CRAP. A design that is unbalanced feels unfinished or can look unprofessional and can make the viewer uneasy. However, a designer could intentionally break the rules by creating an unbalanced design.
Intangibles
Intangibles relates to the hidden meaning or how a design makes you feel. There are hidden messages in some logos that we looked at in class. For example, the FedEx logo has an arrow carved out through the use of negative space. Learning the basics of design can help the viewer understand the choices a designer makes when creating a logo and can see the less obvious messages that are communicated in the design.
Flexibility
A design that is flexible can be adapted and/or tweaked to fit a variety of collateral material. A design might look great on a website but if it cannot be resized easily if might not look very good on a business card or the imagery might not be visible.