Module 7

Typography and Color

After learning graphic space and choice from the last module, you should gain some basic knowledge about organizing your design and the choice of visuals. In this module, we will talk about the choice of typography and color for design. These two visual elements have significant impacts on the viewer’s perception and attitude. How to select the right typography and color is a critical skill for a graphic designer. In this module, we will first look at typography and the appropriate use of it. Second, we will examine the effects of color carefully and explore how to pick the right colors for your design.

Typography

Typography is the art of designing with words and letters. The typeface you choose for learning and information content is a critical decision. Reading should be smooth and easy so it does not interfere with comprehension. Also, the design of type sends an impression, conveying what you want to communicate before the text is even read. The beautiful variety and range of typefaces provide a tremendous opportunity to amplify your message. View the following brief video and you will see how typography will affect your perception.

Don’t shy away from studying this building block of design. It is not difficult to grasp the basics of typography, and your eye will improve with practice. Like everything else in design, your choice of a typeface should be intentional rather than random. In this module, we will learn to see letterforms in a new way. You will be given guidelines for making informed decisions about typography.

Color

The color will demand a lot from you. It must work with the typography and images you select. It must also fit your content, your audience, and your purpose. But that’s not all. Color is a chameleon. It changes appearance according to its surroundings. And to make things more difficult, people are known to perceive colors differently.

But you can’t ignore color. It is a powerful channel of communication and an enigmatic aspect of visual design. It has both an aesthetic as well as a utilitarian purpose. Color creates a mood, attracts attention, and conveys meaning. It can add visual appeal, improve usability, and enable learning. In this module, we will come to better understand color and see how to manage it. We will learn a bit about color theory and how to select a pleasing palette. We will also find out how to best express the message you want to convey through the intentional use of color. Let’s see how easy it is to choose the right color for design. You would love the technique!

Goals and Outcomes

Goals

During this module, students will:

• be exposed to the visual design principles about typography and color
• gain knowledge about the appropriate use of typography and color
• understand how typography and color affect human perception and attitude
• understand how to make an informed decision for selecting appropriate colors and typography.

Outcomes

After completing this module, students will be able to:

• tell typefaces apart
• select an appropriate typeface
• appropriately mix different typefaces
• make text easy to read
• identify the psychological effects of color
• use appropriate colors in learning materials
• design for people with the color vision deficiency
• select a pleasing palette

Selected Readings

Required

• Chapters 6 and 7 from the following book:
  Malamed, C. (2015). Visual design solutions: Principles and creative inspiration for learning professionals. Hoboken, New Jersey: John Wiley & Sons.

Recommended

• Before and After Magazine – What’s the right typeface for text? (PDF, 2.9 MB)
• Before and After Magazine – How to find the perfect color? (PDF, 3.8 MB)
• Check how colors can affect the tone of a movie: https://vimeo.com/116019668 (Vimeo Video)

“To Do” List

Quiz 1

Please complete Quiz 1 inside Moodle before 11:59 p.m. U.S. EST/EDT on the following Monday.

Before and After #3: Typography

Please read the Before and After Assignment description page for further details about this assignment.

Outcomes

After completing this assignment, you will be able to:

• tell typefaces apart
• select an appropriate typeface
• appropriately mix different typefaces
• make text easy to read.

Instructions

1. Choose an image from the pool (or find one of your own) that violates visual design principles regarding Typography introduced in Chapter 6. This will be your before image. Save your before onto your computer.
2. Create a new file (1200 x 1800 pixels, 72 Pixel/Inch) with Adobe Photoshop.
3. In the new file (after image), recreate the same information in the before image, but make each visual element comply with visual design principles introduced in previous modules and Chapter 6.
4. Upload both before and after images, including JPG and PSD files, onto a Weebly page.
5. In a paragraph (between 200 – 400 words), describe explicitly why the before image fails to comply with the visual principles and how you corrected it with your new design.

Submitting and Posting

1. 1. To submit your work, post URL of your Weebly page to the corresponding link under Submissions inside Moodle before 11:59 p.m. U.S. EST/EDT on the following Monday.

on the following Monday.

Grading

Your work will be graded based on the following requirements:

• Both images are uploaded (1 pt).
• The after image contains the same information presented in the before image (1 pt).
• The after image complies with visual design principles introduced in previous modules and Chapter 6 (2 pts).
• The narrative description is provided and it explicitly examines both images using visual design principles introduced in Chapter 6 (2 pts).

Before and After #4: Color

Please read the Before and After Assignment description page for further details about this assignment.

Outcomes

After completing this assignment, you will be able to:

• identify the psychological effects of color
• use appropriate colors in learning materials
• design for people with the color vision deficiency
• select a pleasing palette.

Instructions

1. Choose an image from the pool (or find one of your own) that violates visual design principles regarding Color introduced in Chapter 7. This will be your before image. Save your before onto your computer.
2. Create a new file (1200 x 1800 pixels, 72 Pixel/Inch) with Adobe Photoshop.
3. In the new file (after image), recreate the same information in the before image, but make each visual element comply with visual design principles introduced in previous modules and Chapter 7.
4. Upload both before and after images, including JPG and PSD files, onto a Weebly page.
5. In a paragraph (between 200 – 400 words), describe explicitly why the before image fails to comply with the visual principles and how you corrected it with your new design.
6. Examples:
   • http://patiencelockeportfolio.weebly.com/before–after-graphic–4.html
   • http://www.alexfegely.com/graphic-design-for-instruction/

Submitting and Posting

1. 1. To submit your work, post URL of your Weebly page to the corresponding link under Submissions inside Moodle before 11:59 p.m. U.S. EST/EDT on the following Monday.

on the following Monday.

Grading

Your work will be graded based on the following requirements:

• Both images are uploaded (1 pt).
• The after image contains the same information presented in the before image (1 pt).
• The after image complies with visual design principles introduced in previous modules and Chapter 7 (2 pts).
• The narrative description is provided and it explicitly examines both images using visual design principles introduced in Chapter 7 (2 pts).