Typesetting

Communication Design Mini, Fall 2020

For this project, we were asked to write an essay on our chosen typeface and set it in a format that was most effective and visually interesting.

9/25/2020–9/28/2020

Part 1: Typeface Essay

We were given a list of typefaces to choose from & I chose the transitional serif typeface Baskerville. We were then instructed to write a short narrative essay about the typeface’s history and to highlight the unique characteristics and personality of your typeface. We were also to make a list of adjectives that describe your typeface, and an additional 50-word summary of our learning.

• Baskerville was created by John Baskerville, who named the type after himself
• Cut into metal by John Handy
• Released in 1757, in a copy of Virgil printed by Baskerville
• An attempt at type perfection
• Still very relevant to this day
• Inspired by the calligraphy taught by its creator
• Inspired many digitizations and separate typeface adaptations

9/29/2020–9/30/2020

Part 2: Typesetting

After going over some basic typesetting rules in class, we were tasked with beginning to explore different ideas for our two-page spread. I started off this exploration by looking at some magazine layouts from Entertainment Weekly, Vogue, and Vanity Fair.

Then, I started working on thumbnail sketches to visualize some ideas.

Then, I moved into illustrator to text out some type explorations and to try and apply some of the ideas from my sketches.

10/1/2020–10/5/2020

Part 3: Typesetting, cont.

In class, I continued my work in illustrator, trying out more ideas from my sketchbook. Mainly, I was just trying to do some wide exploration to figure out what really worked.

I then met with Jaclyn, and she responded to the work I’d made so far.

To summarize, she said:

• “Baskerville” should be presented in the baskerville typeface — otherwise it gets a bit misleading
• The leading in my type should be less than I’d originally set it — maybe 10/15?
• She preferred text set in chunks that were 4 columns wide
• Try printing more often to double-check how my work actually looks!
• Try out using headers
• If you chose to use an image, make sure it’s purposeful! Does it make sense in context?

For the next class, I continued to explore different possible layouts, considering what Jaclyn had said in my work.

10/6/2020–10/7/2020

Part 3: Peer Reviews & Final Drafts

In class, we did one-on-one peer reviews. I responded to Dorothy’s work and she responded to mine. I gave her the layout I’d been focusing on (the orange one above) and she had the following response:

Is the grid being used appropriately as a structure for the content?

Yes

Where does your eye enter the spread?

At the bold title that is centered on top.

Where does it go next?

To the translucent l on the left hand corner.

Is the body text readable?

Somewhat

What elements are working well to enhance readability?

Color (not the l though), Alignment, Type size, Leading

What elements are impeding readability?

Type style, Column Width (debatable)

How would you characterize the rag?

variable and clunky

Do you see any widows or orphans?

No

Has the designer used contrast, proximity, alignment, color and image to effectively engage the reader?

There is a contrast between font sizes that creates a visual hierarchy with the heading being the most prominent, then the subheadings and then the body text. Proximity is used to group columns of text together on one page. Alignment effectively indicates margins and separates columns. Color engages the audience and creates a lively feeling. There’s no use of images but enlarged letters act as graphics. There is rhythm by jumping from “bask” to “erville” and then to “a young man”.

What design principle do you think the designer is using to create visual harmony and guide your eyes?

Scale/Proportion

Ask one Socratic question that might help the designer improve their work. (Ex. How can you apply X to improve Y?)

How can you apply color/size to guide where the eye goes after it sees the heading? How can you use text style to improve legibility? How can you integrate your adjectives into your spread in a more engaging way? How can you add images to show more about Baskerville to your readers? Side note: I think we don’t need to include our 50 word statement.

I took it upon myself to respond to this critique, as well as push my range of exploratinos further. I didn’t feel like it was quite yet at the place where I just needed to refine, but rather there was more work to do to really find where I should end up.

Wednesday morning, I spent a couple of hours working at a coffee shop, reflecting on the critique and trying out that exploration. I was at the coffee shop with a few college-age friends of mine, and I had them look at my work and respond to it. Neither of them are designers, but they had generally positive responses, along with helpful constructive criticism.

These were two loose explorations I shared with them. Generally, they enjoyed my use of color and more or less the visual movement of both pages, but also stressed that the contrast of the “baskerville” title on the right should be more emphasized, especially cause it feels a little busy on top of the photo already.

After collecting their feedback, I continued working on some variations of the same ideas, incorporating more feedback from Dorothy as well as what I’d received from my friends here.

I met with Jaclyn the night of the 7th, and she responded to my work.

• The one with the image of the beach feels the most “Baskerville” in tone, but design-wise it still feels the most dull.
• Is the jumble of letters that legible?
• Is the “abcde” even necessary?
• Try adding more red to the spread with the image (maybe in page numbers?) — it might lead the overall layout to read more modern.

Later that night, I showed an almost identical layout to Vicky, this one with added page numbers.

Vicky responded to my work and suggested some changes:

• The essay is quite long — cutting some from the essay would allow for more negative space.
• It might be a little overly image-focused?
• Might help to make the title smaller, feel more quiet and deliberate.
• Baskerville is often used in books — maybe try making the column width wider to read less like a magazine and more like a novel.
• Use the leading lines of the beach to draw the eye in! Swap the two pages.
• Looks like a fashion magazine.

I took this crit into consideration and created this spread to showcase during the final crit with our guests.

10/8/2020

Part 4: Final(ish) Crit

The response to my work in class was quite positive, which was good to hear.

One of our guests, Kipp, responded that he felt the spread was:

• Pretty, Soft, Quiet
• Muted, but “Great”
• The shape of the shore & the leading lines are effective
• The book-like column width works & seems to have been handled with great care

I feel like I’ve learned quite a lot from the practice provided by this project, and will probably use more of Baskerville in the future now that I’ve been made so familiar with it. I’m excited to expand upon these ideas in project 4!