Typographic

The bestselling introduction to ing the written word. Typographic : Form and Communication is the definitive reference for graphic ers, providing a comprehensive introduction to the visual word. Done well, typopgraphy can communicate so much more than the words themselves; in fact.Typographic determines how you feel about a message, the associations you make, and ultimately, the overall success of the communication. Typographic extends from the page to the screen, and is a critical element of almost any graphic project. This book provides essential guidance on everything related to type: from letterforms and negative space, to messaging, processes, and history, aspiring ers will find great utility in mastering these critical concepts. This new seventh edition has been fully updated with new coverage of contemporary typography processes, updated case studies, and new examples from branding, print, web, motion and more. On-screen typographic concepts are discussed in greater detail, and the online supplemental materials include new flashcards, terminology and quizzes. Understand factors as they relate to type Explore communication and typographic messaging Learn how typography has evolved, and where it is headed Adopt established approaches to ing with type The irony of typographic is that, when done well, it often goes unnoticed--but its impact on the project‘s overall success is undeniable. Typography can make or break a page, can enhance or overpower an image, and can obscure a message or bring it into sharp focus. It is one of the most powerful tools in the graphic er‘s arsenal, and Typographic is the complete, practical introduction.