Advanced Typography Project 2

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2024-05-13 - 2024-06-21 (Week 4 - Week 9)

Jolin Ceria [Student ID 0363784]

Bachelor of Design and Creative Media in Taylor's University

Advanced Typography

Lecture notes

Lecture 5 (05-20-2024) - AdTypo_5_PerceptionAndOrganisation

Perception:
Perception is how someone understands and interprets something. Perception in typography involves the process of navigating and interpreting content through three aspects, being contrast, form, and organization. 

Contrast:
There are various ways to implement contrast, being size, weight, form, structure, texture, color, and direction. Size makes certain elements stand out, like using a bigger title compared to the body text. Contrast of weight uses bold or other techniques to create visual emphasis. Contrast of form distinguishes between capital and lowercase letters or different typeface styles. Contrast of structure refers to different letterforms.

Form:
The form refers to the overall look and feel of typographic elements. It plays a role in visual impact, first impressions, and creating memorable designs. Typography combines form and function to represent concepts visually.

Organization/Gestalt:
Gestalt psychology explores how we perceive meaningful groupings. The laws/principles include similarity (similar elements are seen as a group), proximity (closely placed elements are grouped), closure (mentally completing incomplete figures and filling in gaps), continuation (perceiving objects as separate even when they intersect), symmetry, and simplicity.

Key artwork and Collateral

Fig 2.1 Initial artwork ideas

Fig 2.12 Final key artwork

Fig 2.13 Final key artwork (White text black background)

Fig 2.13 Color palette

Fig 2.14 All collateral objects (Including scrapped items)

Fig 2.15 I hate Adobe media encoder

Fig 2.16 Animated wordmark (I hope it works...)

Fig 2.17 Edited portrait

Key artwork and Collateral

Instagram handle: @_jolly.polly_  (I deliberately chose the word polly because of the word "pollyanna", which has a similar meaning with the word "jolly")

Fig 2.21 Instagram screencap

Fig 2.22 Final Key artwork

Fig 2.23 Final Key artwork (White text on black screen)

Fig 2.24 Final color palette

Fig 2.25 Key artwork with lightest colors in palette

Fig 2.26 Key artwork with lightest and darkest colors in palette

Fig 2.27 Key artwork final outcome

Fig 2.28 Mock-up 1

Fig 2.29 Mock-up 2

Fig 2.210 Mock-up 3

Fig 2.211 Mock-up 4

Fig 2.212 Mock-up 5

Fig 2.213 Pattern image 1

Fig 2.214 Pattern image 2

Fig 2.215 Final outcome for collaterals

Fig 2.216 Final animated key artwork

Feedback

Week 5:
General:

• Try to incorporate some sort of meaning into the design and think about your clientele first hand, toning it down could help
• If possible, test your design to an unsuspecting victim to see if they can read it in a moment's notice
• Make sure to try and avoid white having too much white space in your design
• Negative keywords sometimes don't sell, but you can have a positive spin to them
• Try to apply only one communicable word

Specific feedback

• Change the tail of the y
• Try to make a different J
• Try to balance the weight of the strokes

Week 6:

• If you want to design something, make sure to design something that loses little when you shrink it
• A good color palette is one that has contrasting hues, a midtone and a dark color close to black

Reflections

• Experience: I was doing well for the first half of the task (Making the wordmarks), until my productivity got stumped for a multitude of reasons (Mostly repeated technical issues from both After Effects and Photoshop taking a hit towards my motivation). Hell, I am honestly late submitting this and I might fail ☠ This is the consequences of my actions, but better late than never I guess)
• Observations: Making a good color palette while trying to restrict yourself is VERY hard, especially when you are trying to find one that contrasts well and also looks good to you (It was the thing that took me the longest to do behind animating my wordmark... Whoops)
• Findings: Adobe media encoder sometimes renders my media weirdly (It's likely a GPU problem :'/ my version of NVIDIA is no longer compatible with after effects 2024 and I can't downgrade it), 

Further reading

Fig 3.1 Typography Referenced

(Pg. 42) The rendering environment (The test design application's display of type) can help you think about how text appears in paragraphs and how it correlates to design choices. It allow for zooming in until the details fill the screen at the cost of cutting off some parts of the paragraph, or zooming out to fit more lines at the cost of the visibility of the details itself.

Leonidas advises you to get printouts from different types of printers to see the differences. He also mentions that process black is a lighter black than laser toner black. How I see this is that depending on the type of media you aim to print out, you can use laser toner black to give a clearer, more powerful appearance, while for process black it is a lot more toned down and isn't as punchy.