MDM565 Week 1

Written By Mark Aro
 
 

Annotated

Bibliography

  • Adams, S. (October 1, 2019). Graphic Design Foundations: Ideas, Concepts, and Form with Sean Adams. [Video series]. LinkedIn Learning. Retrieved from https://www.linkedin.com/learning/graphic-design-foundations-ideas-concepts-and-form/ideas-concepts-and-form-in-graphic-design?resume=false&u=50813145

    This video series by Sean Adams explores the foundational elements of graphic design, focusing on how ideas form and concepts propel the design process. Adams covers metaphors, humor, typography, iconography, and cultural communication, providing practical insights into creating strong visual communication. He also encourages exploring non-digital media to expand his design skills. The source is objective, offering a balanced perspective on various design principles without promoting a specific style. Sean Adams is a credible author recognized for his graphic design and education expertise. The content is reliable and current, reflecting contemporary practices and trends in graphic design. This video series complements other sources in this annotated bibliography that emphasize the importance of foundational design principles. It has broadened my understanding of effectively using metaphors, humor, and typography to enhance visual communication. This information will inform design projects, ensuring that all work is conceptually strong and visually engaging.

  • Argo, B. (2023). Part 1: Research for Designers. (2023). Full Sail Online. Retrieved from https://online.fullsail.edu/class_sections/222076/modules/811878/activities/4662595

    This lecture emphasizes the crucial role of research in the design process, outlining that designers must communicate specific messages to targeted audiences rather than express personal artistry. The main ideas presented include the importance of research in informing both messaging and strategy and the introduction of three primary research methodologies useful for designers: primary research (firsthand data collection yielding qualitative insights), secondary research (reliance on existing sources for quantitative, fact-based information), and competitive analysis (identifying market gaps through competitor analysis). Stand-out topics related to my research needs are how each methodology uniquely contributes to understanding the audience and how research builds trust with clients by demonstrating due diligence. This lecture offers an unbiased overview of research methodologies without promoting a particular agenda. The information is reliable and current, pertinent to modern design practices and the integration of research into the design workflow. Reflecting on the topics presented, it is clear that this lecture aligns with other sources in my annotated bibliography that stress the integration of research into design. Understanding how different research methods can be strategically applied to enhance communication and audience engagement. This information refines the approach to design projects, ensuring the incorporation of appropriate research methodologies to meet client objectives and reach target audiences.

  • Argo, B. (2023). Part 2: Design Messaging. (2023). Full Sail Online. Retrieved from https://online.fullsail.edu/class_sections/222076/modules/811878/activities/4662595

    This lecture explores the three components essential for crafting a brand message: identity, audience, and differentiation. It emphasizes that brand identity connects the product's values and benefits, audience information targets the needs and desires of specific segments, and differentiation fills perceived market gaps. The lecture provides examples such as fast-casual restaurants like Chipotle, which introduced innovative operational changes to the market. These components are integrated into an Onlyness Statement, ensuring clear and focused communication. The Lecturer is objective, offering a balanced overview of brand messaging without promoting a specific viewpoint. The information is reliable and current, relevant to contemporary design practices and the importance of research in design messaging. This lecture aligns with other sources in this annotated bibliography that stress the importance of research in design. It enhances one's understanding of how to effectively communicate a brand's message by considering identity, audience, and differentiation. This information will be used to refine the approach to creating clear and compelling brand messages, ensuring that designs resonate with the target audience and effectively fill market gaps.

  • Argo, B. (2023). Part 3: Typographic Selection. (2023). Full Sail Online. Retrieved from https://online.fullsail.edu/class_sections/222076/modules/811878/activities/4662595

    This lecture provides key insights into selecting typography, emphasizing three main concepts: assigning roles to font choices, exploring font families, and avoiding mixing moods. The lecture explains how different hierarchy levels in typography, such as headings, subheadings, and body copy, serve specific roles and how using font families ensures consistency across designs. Additionally, it highlights the importance of making motivated typographic choices to avoid confusing the message.

    The Lecturer offers practical guidance without promoting a specific style or preference. The information is reliable and current, relevant to modern typographic practices and design strategies. This lecture complements other sources in this annotated bibliography that stress the importance of thoughtful design choices. It has refined the understanding of how to approach typographic selection by considering role assignment, consistency through font families, and the impact of mood on communication. This information enhances design projects, ensuring that all typographic choices are purposeful and consistent and convey the intended message effectively.

  • Atwell, N. (2025, January 25). What Does Font Family Mean? Design Essentials. Wordscr. Retrieved from https://wordscr.com/what-does-font-family-mean/?form=MG0AV3

    This article provides a comprehensive overview of font families, explaining their importance in design and how they contribute to effective communication. It covers different types of font families, such as serif, sans-serif, script, and display fonts, and offers practical advice on selecting and using them effectively. The article emphasizes the role of font families in maintaining consistency and readability in design projects. The source is objective, presenting factual information without bias. WordSCR is a credible platform known for providing reliable design resources. The content is current and relevant, reflecting modern practices in typography and design. This article complements other sources in the annotated bibliography, highlighting the significance of thoughtful typographic choices. It deepens our understanding of effectively using font families to enhance visual communication. This information informs design projects, ensuring that typographic selections are functional and visually appealing.

  • Daisy, E. (2024, July 19). What is expressive typography?. Envato Tuts+. Retrieved January 30, 2025, from https://design.tutsplus.com/articles/what-is-expressive-typography--cms-36080

    In this article, Daisy E. explores the concept of expressive typography, which integrates type with visual communication to create a more impactful message. The author discusses how expressive typography can go beyond traditional uses of type, fully embracing it as a visual medium that communicates concepts through font choice, scale, proximity, and shape. The article includes various examples of expressive typography and examines how different design elements contribute to the overall visual narrative. The stand-out topics include the importance of understanding expressive type for new designers and the practical exercises for experimenting with visual communication. Daisy is an industry veteran who has extensively written about design, illustration, and business. The content is reliable and up-to-date, reflecting current trends and practices in typography and design. This source complements other resources in the annotated bibliography by offering practical insights and examples that enhance the theoretical understanding of expressive typography. It has broadened perspectives on how type can be used as a powerful visual communication tool and provided valuable hands-on learning exercises. This information helps develop design projects that effectively convey emotions and concepts through expressive typography.

  • Fernando Medina Case Study. (2023). Full Sail Online. Retrieved from https://online.fullsail.edu/class_sections/222076/modules/811878/activities/4662597

    This case study examines three design choices by designer Fernando Medina for the Field Museum series, "Artists at the Field." Medina selected Gotham Bold for the logo, a stately and highly legible font reflecting the museum's neoclassical architecture. The design also incorporates colors and textures representing animal skins and an artist's palette, appealing to natural history and artistic themes. The negative space in the letter 'E' cleverly features a T-Rex head, attracting a younger audience. The source provides a precise analysis of design choices without bias. Fernando Medina is a credible designer, evidenced by the thoughtful and intentional design elements described. The content is reliable and current, showcasing modern design practices and principles. This case study complements other sources in this annotated bibliography, highlighting the importance of intentional design choices. It enhances one's understanding of communicating themes and messages through typography and visual elements. This information will inform design projects, ensuring all work is visually appealing and conceptually sound.

  • Saltz, I. (October 17, 2014). Choosing and Combining Typefaces with Ina Saltz. [Video series]. LinkedIn Learning. Retrieved from https://www.linkedin.com/learning/typography-choosing-and-combining-typefaces/welcome?resume=false&u=50813145

    This video series by Ina Saltz, an art director and typography expert, demystifies selecting and combining typefaces. Saltz covers essential factors such as readability, typographic anatomy, historical context, and how to harmonize fonts based on contrast, similarity, or mood. She also discusses when breaking these guidelines might be appropriate for a design. The source is objective, providing practical advice without promoting a specific style. Ina Saltz is a credible author recognized for her expertise in typography and design. The content is reliable and current, reflecting contemporary practices in typography. This video series complements other sources in this annotated bibliography that emphasize the importance of thoughtful typographic choices. It deepens the understanding of selecting and combining fonts effectively, ensuring clarity and visual harmony in every design. This information aids typographic decisions, enhancing every project's readability and aesthetic appeal.

  • Strizver, I. (2006). Type Rules!: The Designer's Guide to Professional Typography (3rd ed.) (ch 3). Wiley. Retrieved from https://learning.oreilly.com/library/view/type-rules-the/9780470542514/ch03.html

    Chapter 3 of "Type Rules!" delves into the factors that influence the appearance of typefaces, exploring the interplay between personal expression, technological advancements, and societal trends. Strizver explains why there are so many typefaces and how their design reflects the needs and styles of different eras. The chapter emphasizes the importance of selecting the right typeface for effective communication, distinguishing between text faces chosen for functionality, and displaying designs meant to catch the eye. The objective source provides a comprehensive overview of typeface design without bias. Ilene Strizver is a credible author recognized for her typography and design education expertise. The content is reliable and current, reflecting contemporary practices and trends in typography. This chapter complements other sources in my annotated bibliography, highlighting the significance of thoughtful typographic choices. This source deepens our understanding of how typefaces are designed and the considerations behind their appearance. This information informs design projects, ensuring that typographic selections are functional and visually appealing.

 

Graduate Writing

X-HEIGHT

The concept of x-height, as discussed by Ina Saltz in "Choosing and Combining Typefaces," is crucial for typographic readability and visual harmony. X-height, the height of lowercase letters excluding ascenders and descenders, affects typefaces' legibility and overall appearance. Saltz emphasizes that a larger x-height enhances readability, especially in smaller sizes, while a smaller x-height may be used for stylistic purposes. Understanding x-height helps designers choose typefaces that balance aesthetic appeal with functional readability, ensuring effective communication through typography. This principle is fundamental in achieving clarity and visual consistency in design projects.

In Chapter 3 of "Type Rules!", Ilene Strizver discusses the concept of x-height as a key factor in the legibility and appearance of typefaces. X-height, the height of lowercase letters excluding ascenders and descenders, usually based on the lowercase "x," dramatically influences a typeface's readability, especially in small sizes. Strizver emphasizes that a larger x-height enhances legibility, making text easier to read, while a smaller x-height can be used for decorative or stylistic purposes. Understanding x-height is crucial for designers to select typefaces that balance aesthetics with functionality, ensuring effective communication through well-chosen typography.

The image "Font x-heights: from display type to small print" visually demonstrates the concept of x-height by showing lowercase letters with distinct horizontal lines marking the x-height, ascender, and descender. Ina Saltz and Ilene Strizver emphasized that a larger x-height enhances readability, making text clearer and easier to read in smaller sizes. This visual representation helps designers understand how x-height impacts typographic legibility and appearance, reinforcing the importance of selecting typefaces that balance aesthetic appeal with functional readability, ensuring effective communication and visual consistency in design projects

 

FONT FAMILIES

In "Choosing and Combining Typefaces," Ina Saltz highlights the importance of font families for achieving readability and visual consistency. Font families, which include variations such as weights, styles, and widths, allow designers to maintain a cohesive look while providing flexibility in their designs. Saltz emphasizes how selecting fonts within the same family ensures harmony and reduces visual clutter. Understanding font families helps designers effectively combine typefaces, balancing contrast with unity to enhance their aesthetic appeal and functionality. This approach supports clear communication and ensures that typographic choices contribute to the overall design goals.

In the article "What Does Font Family Mean? Design Essentials," Atwell explains that font families are crucial for maintaining consistency and readability in design projects. Designers can create cohesive and visually harmonious designs by selecting different styles, weights, and variations within the same font family. The article emphasizes that font families, such as serif, sans-serif, script, and display fonts, provide flexibility while ensuring a unified aesthetic. Understanding font families allows designers to make informed typographic choices that balance aesthetic appeal with functional readability, enhancing visual communication in design projects.

The image "A Specimen by William Caslon" illustrates the use of font families by showcasing various "type styles" within the Caslon family. According to Saltz, font families provide readability and visual consistency by offering weight variations, styles, and widths, ensuring a cohesive yet flexible design. Atwell emphasizes the importance of font families for maintaining a unified aesthetic while allowing for different styles and weights. This image demonstrates how font families can achieve harmony and balance in design, supporting clear communication and enhancing overall visual appeal using different but related typefaces.

 

EXPRESSIVE

TYPOGRAPHY

In "Graphic Design Foundations: Ideas, Concepts, and Form," Sean Adams emphasizes the power of expressive typography in creating impactful visual communication. Expressive typography transcends basic text to evoke emotions and convey messages by strategically using typefaces, sizes, colors, and arrangements. Adams highlights that expressive typography can enhance storytelling and engage audiences by integrating metaphors and cultural context. Understanding expressive typography allows designers to create visually compelling and conceptually strong designs that resonate emotionally with viewers, ensuring effective communication and a memorable visual experience. This approach is essential for achieving aesthetic appeal and functional readability in design projects.

Daisy E.'s article emphasizes the importance of expressive typography by showcasing how designers use typefaces to convey emotions and concepts visually. The author highlights that expressive typography goes beyond traditional text by incorporating font choice, scale, proximity, and shape. This approach enables designers to create impactful visual narratives that engage audiences emotionally. The article emphasizes the importance of understanding and experimenting with expressive type, particularly for new designers, as it enhances the ability to communicate messages effectively visually. Overall, designers use expressive typography as a powerful tool to achieve both aesthetic appeal and functional readability.

The image "Poster Kleine Dadasoirée Haagsche K.K., Proof" by Theo van Doesburg exemplifies expressive typography through its bold, angular fonts and dynamic layout. According to Adams, expressive typography enhances storytelling and emotional engagement using typefaces, colors, and arrangements. Daisy E. emphasizes the importance of font choice, scale, proximity, and shape in conveying emotions and concepts. Van Doesburg's poster aligns with these views by using unconventional typefaces and varied text arrangements to create a visually impactful and conceptually strong design, demonstrating how expressive typography can achieve aesthetic appeal and effective communication.

 

  • Adams, S. (October 1, 2019). Graphic Design Foundations: Ideas, Concepts, and Form with Sean Adams. [Video series]. LinkedIn Learning. Retrieved from https://www.linkedin.com/learning/graphic-design-foundations-ideas-concepts-and-form/ideas-concepts-and-form-in-graphic-design?resume=false&u=50813145

    Argo, B. (2023). Part 1: Research for Designers. (2023). Full Sail Online. Retrieved from https://online.fullsail.edu/class_sections/222076/modules/811878/activities/4662595

    Argo, B. (2023). Part 2: Design Messaging. (2023). Full Sail Online. Retrieved from https://online.fullsail.edu/class_sections/222076/modules/811878/activities/4662595

    Argo, B. (2023). Part 3: Typographic Selection. (2023). Full Sail Online. Retrieved from https://online.fullsail.edu/class_sections/222076/modules/811878/activities/4662595

    Atwell, N. (2025, January 25). What Does Font Family Mean? Design Essentials. Wordscr. Retrieved from https://wordscr.com/what-does-font-family-mean/?form=MG0AV3

    Blythwood. (2016, January 23). Font x-heights: from display type to small print [Image]. Retrieved from https://commons.wikimedia.org/wiki/File:General_x-height_sample_image.png

    Caslon, W. (1728). A Specimen [image], Public Domain, Retrieved from https://en.wikipedia.org/wiki/Typeface#/media/File:A_Specimen_by_William_Caslon.jpg

    Daisy, E. (2024, July 19). What is expressive typography?. Envato Tuts+. Retrieved January 30, 2025, from https://design.tutsplus.com/articles/what-is-expressive-typography--cms-36080

    Fernando Medina Case Study. (2023). Full Sail Online. Retrieved from https://online.fullsail.edu/class_sections/222076/modules/811878/activities/4662597

    Saltz, I. (October 17, 2014). Choosing and Combining Typefaces with Ina Saltz. [Video series]. LinkedIn Learning. Retrieved from https://www.linkedin.com/learning/typography-choosing-and-combining-typefaces/welcome?resume=false&u=50813145

    Strizver, I. (2006). Type Rules!: The Designer's Guide to Professional Typography (3rd ed.) (ch 3). Wiley. Retrieved from https://learning.oreilly.com/library/view/type-rules-the/9780470542514/ch03.html

    van Doesburg, T. (1923). Poster Kleine Dadasoirée Haagsche K.K., Proof [Poster]. Wikimedia Commons. Retrieved January 30, 2025, from https://commons.wikimedia.org/wiki/File:Theo_van_Doesburg_kleine_Dada_soir%C3%A9e.jpg

 

1.5 Design Challenge:

Choosing & Combining

Typefaces

The Challenge

“This exercise was all about making font choices — how to select typefaces that communicate through their aesthetics and how to combine them with other typefaces to achieve tone, hierarchy, and contrast.”

We were given the following list:

New Year's Day |  Valentine's Day | St. Patrick's Day | Earth Day | Easter | Juneteenth | Halloween | Dia de los Muertos |  Thanksgiving | Kwanzaa | Hanukkah | Christmas 

Our challenge was to select three holidays and communicate their essence using only type.

Mark Aro
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