Typography GDP 113

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. 12point type and 16 point point type doesn't do it. 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 left uses two differrent san serif fonts. this creates CONFLICT within the layout. The other 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 words. It appears as a gimmic and definately shows that the designer was probably an amature. It very rarely works. Only experienced designers can make it work.... most of the time
		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. - 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 blocks of gray in the layout.