Type Contrasts
Use plenty of it!

- creates visual interest
- creates harmonious relationships
- creates harmonious opposites
- type will appear more sophisticated
- layout will have a more confident and professional feel

When typefaces on a page are really different they don't compete or conflict.

Good contrast
gives your entire layout a more sophisticated feel

Be bold when focusing on contrast
-really stress the differences
- never be shy
- always be definate when using contrast
- never be a woose!

Ways to create contrast
- size
- weight
- direction
- color

Example

Size

Big and small
that's it.

A simple concept.

BUT be sure to make a statement.

12 point type and 16 point type aren't different enough in size. 65 point and 72 point don't work either.

Make the contrast OBVIOUS.
Don't be a woose!

Weight
the intermixing of light, regular type with heavy, bold type.

Contrast heavy headlines, medium weight subheads with body copy.

Avoid using bold type in body copy.
Pages become heavy and uninviting.

Avoid using bold to emphasis words on a page.
A checkerboard affect occurs.

Weight contrast also involves the strategic use of type and white space.
It can create a clean neat visual look.

Using only ONE Font in a layout is important.

Example to extreme right uses two differrent san serif fonts. This example shows good contrast when using two different fonts. But be careful, this is a difficult thing for a new designer to pull off.

The first layout uses one font that creates contast and interest.

DIRECTION

AVOID placing words on a slant.

ONLY do it if you can justify in words why .
- enhances the communication of the piece
- repitition of angle in graphics being used
- creates a positive energy
- balances the layout

NEVER stack letters to create a vertical word.
It appears as a gimmic and definately shows that the designer was probably an amature.
It very rarely works.

It takes experience to choose the correct font, weight, size and letterspacing to make it a successful design.
Only experienced designers can make it work....most of the time.

Always type on the horizontal and then rotate the entire word to create a vertical arrangement.

REVERSAL

Creates alot of contrast especially in newspaper ads where your ad is surrounded by gray blocks of copy.

A great way to draw attention!

COLOR

When budget allows use contrasting colors to attract readers attention.

Adding the gold shape at the bottom along with the reveresed type and figure creates energy and excitement.

- Contrast the headline color with the body color.
-Highlight areas within the copy to create emphasis.

- if budget doesn't allow for color use heavy black type with gray type or reversal type on a dark background or blocks of gray in the layout.