What are the use, effects and values of Typography in graphic design?
What are the use, effects and values of Typography in graphic design?
Out of the huge number of fonts used by graphic designers, there really is quite a small pool of fonts consistently chosen over and over again by graphic designers as their “most used”. I took some time to search out as many “top fonts for graphic designers” search results (plus variations) that I had time to visit. I spent several hours visiting blogs, forums, magazine websites, etc..
A good artwork is proved with the alphabets used within the design. Typography is an art without which every design seems to be incomplete. It is not a science, for which we need to follow any definite axioms and rules. Typefaces are designed to convey your creativity to others but every type cannot be used for any design.
It won’t be wrong to confess that typography plays a major role in making any graphic designsuccessful. However, sometimes the combination of color and typography is overlooked, which affects the overall project. So, have you ever tried black and white typography? I mean.. have you ever tried black and white typography? Well, I think black and white typeface can be more impressive thancolorful typography….what say?
Today, I present you 20 most amazing typography posters and illustrations in Black and White. These designs got me thinking that a cool black’n’white design can be much more expressive than a colorful one. We all know, anything in B&W can captivate viewers mind easily.
Designing a typeface is a process in which a large number of (arbitrary) decisions on detail, construction, contrast, and relationships have to be taken. All of these decisions are choices between many options and alternatives for a particular situation. These decisions are made by the designer for many reasons, based on experience, preference, purpose, time, etc. If a typeface was made by someone else, it would have been different, even if the intent was to make the same thing. It is that collection of personal, specific decisions and opinions that make a typeface useful, appropriate, good or bad, that is its value. That also makes a typeface undeniably the intellectual property of its designer.
http://www.tripwiremagazine.com/2009/05/very-inspiring-uses-of-typography.html (Examples of Typogrpahy)
The importance of typography in design can’t be underestimated, said that before I guess.Typography is a key element of design and communicating a message and in some cases designers use typography in a way that makes it support the overall design or in some case becomes the design itself.
What are the use, effects and values of colour in graphic design?
Reading Material –
In order to take a good look at this subject, we’ll need to evaluate a number of companies and websites. In the examples here, we’ll see some that do an effective job of working with the company’s existing branded image and color scheme, and we’ll see some that don’t use company colors in quite the way that you might expect. All of these companies have used specific colorsvery significantly in their branding. Most are very well-established international companies that everyone is familiar with, and in most cases you could associate a color with the brand just by hearing the company name.
Wal-Mart has branded itself over the years as the leader in low-cost retail goods. Along the way, it has used the color blue in just about all of its branding efforts. In recent years, Wal-Mart has been trying to upgrade its image in the eyes of customers, but the familiar blue color has not gone away, although the logo did get an update not too long ago.
Like most retailers’ websites, Wal-Mart’s is primarily white, but there is plenty of blue to give it the familiar feel. Navigation and headlines are blue throughout most of the website — the same blue color and same Wal-Mart logo found at Wal-Mart’s retail locations, in fliers and advertisements and in all of its other marketing materials. Throughout the website, orange and yellow are used as secondary colors, but the heavy use of blue in graphics, navigation and headers is what really gives the website a familiar Wal-Mart feel.
Fast food giant McDonald’s is very well recognized for its golden arches and prominent red. However, the US home page for McDonald’s does little to build on this strong brand that has been built over a long period of time. The golden arches logo is there, but black is used much more heavily than the gold and red color scheme. Certainly, the website does need to be more than just gold and red, as that would be very hard on the eyes, but it seems that the McDonald’s website doesn’t quite feel like McDonald’s because of this color difference.
Even by just using a white background instead of a black background, the gold and red would stand out more in the design, instead of being overpowered by the black. An area for potential improvement is the primary navigation menu at the top of the page. A red background here would do more to promote the McDonald’s brand and build familiarity with visitors and customers. With the navigation menu currently designed on a black background, gold could be used either in the text colors or on hover.
For decades, the Coca-Cola brand has been built with a very familiar red and white color scheme. Everything from product packaging to displays in retail stores to advertisements has predominantly used the same color scheme, and as a result the Coke brand is one of the strongest in the world. The Coca-Cola website does use the red and white color scheme, but there is much less red than you would expect.
The website could easily be a better fit with the company’s corporate identity with a design that has a red background instead of the gray currently being used. The well-known Coca-Cola logo is also not used prominently on the home page. There is a very small logo at the top of the page above the main navigation, which can also be seen on a few of the product labels displayed. The corporate identity could possibly be enhanced by using a larger logo at the top of the page and by showing it in red, or in white on a red background, rather than in gray on a white background.
Coca-Cola’s major competitor, Pepsi, has also used a standard color scheme in its own branding efforts over the years. The red, white and blue color scheme is a Pepsi staple, and the website is true to form in this area. Most of the website is blue and white with some red in the logo, which stands out more because red is used sparingly. Just about everything on the home page is red, white or blue.
Financial services provider ING has branded itself with a blue and orange color scheme. As expected, its website strongly uses these company colors, with orange and blue being almost the only colors used on the website, aside from the white background and the dark gray text. The main navigation menu is orange, and headlines are blue. Of course, the logo also uses orange and blue on the white background.
ING’s online banking customers also see the familiar orange and blue every time they visit their accounts at ING Direct. This website uses more orange in the design, but the color scheme and branding are consistent.
US automaker Ford has built its own brand with steady and consistent use of blue. The Ford website obviously is an extension of this branding effort as blue is used as the background color. Although a brand’s colors don’t necessarily have to be used as the background color of the website (most companies still use a white background), Ford manages to push its brand with heavy use of blue on the website. Even design elements such as the search button and the secondary navigation towards the bottom of the screen use shades of blue.
One potential area for improvement in terms of corporate identity would be to use the Ford logo in the header, rather than just the words “Ford Motor Company.” The logo does appear on the home page, but it’s smaller and a bit less noticeable than it would be in the header.
It is a scientific fact that colors can have psychological effects on people. Properly used on a website, colors can go hand in hand with graphics and well-written content to effectively communicate to your target audience and even compel them to make the desired call to action. Colors can be a great design element that can help visitors with site’s navigation, the grouping of content and their relative importance, relationships, etc.
It is, thus, important for web designers to know the subliminal effects of different colors and their combination can make. The colors they choose can either work for or against them, depending on how a visitor unconsciously reacts to them during that critical first few seconds.
Below is a list of color qualities that can have both positive and negative meanings:
Red is commonly associated with love, passion, danger, warning, excitement, food, impulse, action, adventure and is, thus, good in attracting attention. In it’s negative side, red evokes aggressive feelings, and can suggest anger or violence.
Blue has a calming effect on people. It evokes a sense of belonging and trust, reliability, coolness, peacefulness, tranquility, security and is often associated with high quality, faithfulness and dignity.
In its negative side, it can imply alienation, sadness, passivity, or depression.
Yellow evokes feelings of happiness, warmth, and sunshine. But in its negative side, over-use of yellow can cause eye-strain and vague feelings of irritation.
Orange evokes feelings of playfulness, pleasure, approachability, informality and warmth. Orange and black together are often associated with ambition and drive. in the negative side orange may imply a lack of discrimination or quality.
Green is easiest on the eyes. It is usually associated with feelings of growth and abundance. Also, depending on the shade, green can bring to mind nature, healing, freshness, money and freedom. Some shades of green, on the other hand, suggest decay, fungus, mold, toxicity, etc.
Purple is the color of royalty, dignity, sophistication and spirituality. Purple can evoke feelings of luxury and abundance.
Violet evokes feelings of playfulness, impulsiveness, and fantasy. In its negative side, it can suggest nightmares or madness.
Pink evokes feelings of being nurtured or pampered. It is also associated with sweetness and femininity.
White is most often considered pure, innocent, clean and mild.
Black evokes feelings of elegance, authority, sophistication, and power. Black is often associated with mystery, sobriety and seduction. In its negative side, it represents evil, sorrow and death.
Gray evokes a sense of solidity and reliability. Grey is associated with authority, creativity and practicality.
Brown evokes feelings of masculinity, reliability and affectivity. Brown is associated with dependability and affluence.
Gold evokes feelings of prestige, influence and money.
Silver evokes the same feelings as gold, but silver can also be perceived as cold, hard and distant.