Level 3 Extened Diploma in Art and Design

Assignment Title - Who are you?

Unit 1 & unit 4

Typography introduction -

What is typography?

Typography is usually referred to as the technique and art of arranging type make written language readable, legible and appealing when displayed. Typography is everywhere. from magazines and printed books to street signs and labels. It would be impossible to go a day without having some sort of interaction with typography. Typography is essential.

Typography has been traditionally associated with design and, in particular, with the printing industry. Although, there are many other forms of communication presenting written language such as text messaging, e-mail, ink-jet printer, hand written and even the original type writer. The word 'typography' subsumes each and every one of these communication methods.

Writing and typography -

The arrangement of simple text on a page is taught in school to children from a very young age. Children are taught to leave the left hand margin clear of any writing to provide space for the teacher's comments. This also allows the left hand side of the hand written column to stay vertical and strait, which makes it less of a challenge to read for the reader. Children also learn that letterforms should each be evenly spaced and as should the spaces between the words. The children are provided with lined paper to allow them to write in neat, straight lines; and the lines will be far enough apart to ensure the the size of the writing allows 10-12 words to fit on each line. The text itself will be will be sectioned out into paragraphs and the title will always sit at the top of the page and will be given added emphasis by underlining it with a ruler.

Parts of a letter -

There are six basic parts from which a letter can be constructed. Some letter may only have one, but others may have two, three, or more. In some cases, parts come into more than one category, and it amy be hard to distinguish between one part and another.

Arm/leg –

An upper or lower stroke that is attached on one end and free on the other.

Ascender –

The part of a lowercase character (b, d, f, h, k, l, t) that extends above the x-height.

Bar –

The horizontal stroke in characters such as A, H, R, e, and f.

Bowl –

A curved stroke which creates an enclosed space within a character (the space

.

Cap Height –

The height of capital letters from the baseline to the top of caps, most accurately measured on a character with a flat bottom (E, H, I, etc.).

Counter –

The partially or fully enclosed space within a character.

Descender –

The part of a character (g, j, p, q, y, and sometimes J) that descends below the baseline.

Ear –

The small stroke that projects from the top of the lowercase g.

Link –

The stroke that connects the top and bottom part (bowl and loop) of a two–story lowercase g.

Loop –

The lower portion of the lowercase g.

Serif –

The projections extending off the main strokes of the characters of serif typefaces.

Serifs come in two styles:

bracketed and unbracketed. Brackets are the supportive curves which connect the serif to the stroke. Unbracketed serifs are attached sharply, and usually at 90 degree angles.

Shoulder –

The curved stroke of the h, m, n.

Spine –

The main curved stroke of the S.

Spur –

A small projection off a main stroke found on many capital Gs.

Stem –

A straight vertical stroke (or the main straight diagonal stroke in a letter which has no verticals).

Stress –

The direction of thickening in a curved stroke.

Stroke –

A straight or curved line.

Swash –

A fancy flourish replacing a terminal or serif.

Tail –

The descender of a Q or short diagonal stroke of an R.

Terminal –

The end of a stroke not terminated with a serif.

X-height –

The height of lowercase letters, specifically the lowercase x, not including ascenders and descenders.

All about packaging -

The soul purpose of product packaging is to protect the product from becoming damaged.

The product's packaging protects the product during transit whilst traveling through the stages of distribution. The packaging also protects it whilst being stored on the retail shelves. there are many different forms of packaging from cardboard boxes containing biscuits, to cans containing soups and packets containing crisps.

The product packaging also plays a large role in how the product is advertised and whether it is attractive to the customers eye or not. Packaging is often designed to grab the shopper / viewers attention therefor it is extremely important in the business industry. For this reason, many companies conduct extensive research on colour schemes, designs and types of product packaging that is the most appealing to its target audience.

Packaging is also important for giving information or instructions about the product. what the customer sees on the packaging often gives them a good insight to the product. It may also contain ingredients and the nutritional information about the product inside the packaging. This information is key to food packaging because it plays a large role in the decision process of the customer buying or not buying the product.

Packaging also allows the differentiation from one brand to another. Each piece of packaging contains a companies key colour scheme, name, logo and often slogan, these are important to customers trying to differentiate one brand from another.