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Friday, July 18, 2003

CDF Week 3 Wrap-Up

We're halfway through CDF. My how time flies...

We talked a lot about the value of critiques, and about the value of design education (for mentoring), today while critiquing our final exercise (pdf 32k). I should mention how we do critiques here (at least in this class). We post several treatments up on the wall, then proceed to go through them methodically one at a time, referring to the others on the wall as necessary. Wallspace is important for critiques. With laptops, you are limited by the number of variations you can show at one time. Wallspace removes those constraints (mostly).

We also looked at the various elements that make up a type face (baseline, serifs, etc.). Strange that, similar to the photography portion of our class, in that we "play" with the things for a week before learning some of the more formal elements of the craft. I wonder if this is deliberate or not.

Picking a type face for a project is a matter of readability, flavor, and context. Different type foundries have different versions of the same type face. Very few type faces are designed solely for the screen.

A nugget of design wisdom: Style is something you build all your life.

Next week: Visualization!

Thursday, July 17, 2003

Signals

Today's class was spent critiquing our third assignment (pdf 146k), which was the ability to add different weights and sizes to our previous assignment. After being so constrained in previous classes, it was exciting--and not a bit intimidating--to suddenly have more freedom with our typographic choices. It was important, in Dan's words, "to understand that typography is a strict environment."

We talked about signals again. Things that emphasize an element of text. How many do you need to get the job done? Less is always more; it is easy to over-signal something.

Wednesday, July 16, 2003

Gestures

We talked a lot today about composition, the placement of things on a page. Gestures--making broad strokes on a blank page--can help explore the feeling you are trying to capture in type and the placement of your text. Is the movement organic? Mechanical? Loose? Tight? etc. And don't put everything center. Centering is easy. Finding how far off-center you can go, how far towards the edges, is more interesting. Don't be afraid of the edges. But be careful of the ragged right edge of text. Make sure the edges aren't too ragged. You don't want to draw too much attention to that edge for the reader.

When designing, don't throw away your early ideas. They might be cliche, but they might also be the most honest response to the problem.

An underlying grid structure can help organize your page, and can also help build variety within consistant pages.

It's sometimes hard to know when you are done with a project. The end is often simply determined by external forces (ie. a deadline).

During the second half of class, we looked at the work of Bradbury Thompson, an American graphic designer who "helped give definition to graphic design" in the US in the second half of the 20th century. His main contribution was the integration of type and image in advertising and in his "Inspirations" projects for paper manufacturer Westvaco.

Tuesday, July 15, 2003

Social Animals

Just in case you thought all we grad students do was sit around and talk design, I should let you know that we often do it in a social setting with beverages of choice in hand. Every week I've been here, there's been at least one or two off-campus gatherings. Cinema in the Park is a Design School tradition. Bach, Beethoven, and Brunch was fun for the whole family. And tonight is Micah's goodbye bash before he heads off to eBay.

Communication v. Design

I'm apparently having the same trouble I had during Photography: emphasizing Design over Communication. In my first assignment (pdf 96k), I spent a lot of time (some 6 hours) playing with the composition of each variation. But what I missed was the communication of the message. Which is pretty stupid considering the first line of the text is, "A great square has no corners." You'd think in six hours of staring at and typing the same message, some of it would have sunk in. Hopefully, my refinement (pdf 30k) is better.

We did talk a lot about form today in class, about how the overall shape and form of the page prepares the reader for the content therein. Symmetry, as it turns out, is boring. Old skool. Asymmetry is more interesting, more dynamic. Asymmetrical text might be more difficult to comprehend, but it is ok to make the reader work a little bit as long as it isn't too much. You have to know you audience and your content to know which end of the type spectrum you should be working in (pure information (absolute clarity) or expressive work (ambiguity)).

Don't ever just stick something on a page. Everything, every letter, needs to be placed. Do everything knowingly. Things in proximity are seen as related, as a chunk. Every element should be allied to something else on the page.

We talked a little about the design process, how it starts with many explorations. The process is linear, but it is seldom executed in a linear fashion. A tip is to start sketching as early as possible. You can better discuss ideas that are sketched out.

In software bootcamp, our Flash training is coming along swimmingly. We learned tweening animation today, which is a lot of fun to play around with. It's a good introduction before I take the Actionscript class in the fall.

Monday, July 14, 2003

Expressive Typography

Week three of Communication Design Fundamentals is being taught by Dan Boyarski, who is also happens to be the new head of the School of Design. The topic is expressive typography: using the characteristics of type to convey emotion, not strictly information (as we studied in week one.

We began by talking about information, however, and we were presented with the following formula:

data+structure/form=information

Data floats around randomly, "like dust." Only when form and structure are added, does it become useful. Information is presented in three ways: 2-D (paper, screen), 3-D (spaces), and 4-D (sequences). Paper has shaped how we organize information, but this is now being challenged by the digital environment. The history of design is really the history of materials. As materials changed, so did design.

When setting a text in type, one method of getting a feeling for it is to speak it aloud. Reflecting the inflections and pauses is one thing that type can do. It's also important when choosing a typeface to think about how the text is going to be read. If it is a book, say, you need to keep the readability of the type in mind. Less contrast with in a type style is easier to read (Garamond is easier to read than Bodini, for example).

Our first assignment is to set an assigned quote in 10pt. Frutiger (one weight only) in a 7" square, horizontal type only. In at least 10 variations.

Strangely enough, my quote is from the Tao Te Ching, a book I have sitting on my desk beside all my design books. The passage I have to set begins, "A great square has no corners." But just before that is a passage I am thinking about now, here in school:

The Way's brightness looks like darkness;
Advancing on the Way feels like retreating;
the plain Way seems like hard going.

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