Assignment: Type Design: Personality Match
Grade: 100 points (see rubric)

Can type express emotions? of course. If you look at a letter closely, you can see personality expressed in its phyical characteristics: light, heavy, round or square, slim or squat. Letters can stand at attention next to each other like soldiers or they can dance gracefully on the line. Just as some words sound better than others, some words looker nicer than others.

That may be because we don't like the meaning of the word, but often we've formed an opinion before we've even read it. Isn't it nice that the "o" imitates the way we make our llips round to pronounce it? And how could the "i" stand for anyting but the pointed sound it has in the word "pick"?

Dark emotions call for a black typeface with sharp edges; pleasant feelings are best evoked by informal, light characters. The trouble is that as soon as you select a typeface that looks appropriate, put it on a page, surround it with space and perhaps other elements, it can take on a totally different look. So for now we will stick to using appropriate typefaces that match the image and not worry about the environment the type is placed in.

ASSIGNMENT

Choosing the right typeface for a project can be an overwhelming task. To begin the selection process, it is important to ask two important questions:
1. What do I want my audience to take away from the design?
2. What visual means can i use to help do this?

Every typeface has a different personality - some shout and others whisper.
The challenge is to recognize their personality and make appropriate use of it in your design.

Select a typeface whose visual stylistic qualities best demonstrate your rational or emotional understanding for four of the following images.

PROCESS

1. Down load the zip file that has several images.

2. Using Indesign or Illustrator, Place FOUR (4) of the chosen images on the page.

3. Decide on ONE word that best visually represents EACH of the four images.
If you choose the top hat for instance, words that might come to mind are TALL, SOPHISTICATED, FORMAL, ELEGANT, MATURE.
Pick one of those words and set the word in a typeface that visually describes that word or words.
- as an option - you may play with the letters of the word to better evoke the meaning of the word.

4. Use the typefaces you have on your computer. For those who would like, try the ESPERFONTO site to help find the font and/or Google "fonts" or "free fonts" to find a gazillion places to see other font houses and use the RESOURSES links on the Lecture page. You will need to know how to load these fonts on to your own computer.

5. Export/Save the Indesign or Illustrator file as a jpg and INSERT it into the discussion area.

6. After you post, you will be able to see the other students work. Review their work and comment on TWO other students choices. Do you agree, disagree, and why. REMEMBER TO COMMENT WITH A RATIONALE/DESIGN REASON.

7. Have FUN!