Category: Blog

Audience

When communicating with your audience, it is imperative to know your audience.  Know what they care about and what they want to hear about. Visual communication contains image aspects that are subject to interpretation.  To understand the depth of meaning, or multiple meanings communicated in an image, requires awareness of different audience perspectives. There are…

Alignment

“Each basic style of alignment brings aesthetic qualities and potential hazards to the design of page or screen.” -Topography of Typography Alignment is important to how we read paragraphs. Alignment styles include centered, perfect for a heading or a formal invitation; justified, a format often used in scientific journals; right aligned, a format normally reserved…

Grid

A grid separates a page into vertical and horizontal divisions. These divisions could include: margins at the edges of the page, columns dividing the page vertically, rows dividing the page horizontally, spaces between blocks of type and/or images, and spaces between individual rows of type, also known as the baseline grid. Spacing and gridlines can…

Kerning

“If letters in a typeface are spaced too uniformly, they make a pattern that doesn’t look uniform enough.” – Ellen Lupton, Thinking With Type Kerning is the spacing between letters in typeface or text, and it helps provide the basis of text organization within your writing.  One aspect of kerning is called tracking, which is…

Type

“Type is saying things all the time. Typefaces express a mood; an atmosphere. They give words a certain coloring.” -Rick Poyner, Helvetica Typography used in visual communication evokes emotion in the audience.  It ties a specific quote with the message behind that quote to encompass the idea. Since font is a visual aid, the font…