Typography, history and tasks. Typography, history and tasks typography its role in graphic design briefly

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Cover book Emil Ruder "Typographie"

History

The latest scientific evidence suggests that the most first forms for a set of text are from faience - about a thousand years ago were used in China (1040). Despite the briefness of such a material, no other technology was not applied until the XIII century.

But the heyday of typography as a separate sphere of activity began in Europe, where it appeared in the middle of the XV century. Its spread contributed to the ease and relatively small number of characters in the Latin font, unlike chinese hieroglyphs. The first one who seriously engaged in European typographic art was Johann Gutenberg (1397-1468), a German inventor and a jeweler. Having created a set shape in 1440 from lead letters, he gave the world first printing machine. From now on, creating books became much easier, their value decreased, and the number - increased. And after 14 years, the first printed book was released. She became the Bible scored by Gothic font - this font most corresponded to the handwritten text of those times, was familiar and convenient to the reading public.

Development typography

Competent text design of the printed sheet is always valued. And since the middle of the XV century, the first basics of typography begin to emerge: in Europe, a readable anti-water is used as a font for texts. Looking at the Roman cap and humanistic minusle, French Engraver Nicolas Zhansson (1420-1480) cuts the first antique. The printing fashion includes the principle of uniformity of the interlintage and paragraph number to highlight and structuring text. In 1494, Alde Manuitions, the Italian Typographer and the publisher from Venice, produces the first book with a publisher for the reader's eye by paragraphic indent.

And at the beginning of the XVI century, it first is introduced it first. At this time, publishers are increasingly experimenting with writing and decoration, more and more distance from close to the handwritten font. Also in everyday life includes intricate illustrations, ornament and decor.

In the XVII century, the typography begins to change, giving preference to readability of books, trying to adapt the publication for a greater circle of readers. With this, a decrease in the format is associated with the modification of fonts - keeping the clarity of the impression, they become heavily. In the same period, the font "Royal Antikva" appears, which is no longer similar to all the fonts that were created before him. In the middle of the XVIII century, attempted to systematize sizes and release books of font samples. Of particular importance here is the work of the Englishman John Baskerville (1706-1775), refused to use a book ornament in favor of the "clean" typography, based exclusively on the font design. The typography is changing rapidly: over time, geometrical accuracy comes to the change of patrimony, the significance of the overall composition of the free space of the sheet is manifested, all new shades are born, contrasting fonts. In Russia, the typography comes together with the first bookprint Ivan Fedorov (1520-1583), which opened the first printing house in Moscow in 1563 and worked out the colorful design with many small details.

In an attempt to introduce a typography into the category of sciences French Engraver Pierre Fournier (1712-1768) publishes "Typographic Guide" (1773), which presents its own font keg determination system. For this, he suggested using peaks and points. And Francois Dido, French font that equated 72 points to one inches, put the foundations modern system Measurements.

Criticism

In the views on the typography there is no single point of view. Some consider it to be by science, others - art, third - skill, and the fourth philosophy. But not only this is the subject of the dispute. Modern designers disagree and in opinion regarding the design of the text: Some adapt to constantly changing fashion trends, easily experimenting with form and size; Others give tribute to tradition, preferring classic, tested fonts; Third believe that all this can be connected together and create something fundamentally new and even more convenient for the main consumer - the reader. One way or another, it is thanks to these professional disputes and discussions, the typography does not stand still, but constantly developing as self-sufficient activity, to whatever the sphere it treated.

Typography in modern context

During the industrial revolution, which began in the XIX century, the advertising market is born. And over time, the merchants came to the conclusion: so that the goods were sold, he should have his own distinctive features. To the aid, they came fonts - to withstand competition, they began to actively develop all new fonts to allocate a product. With the method of samples and errors, they found out that for a large header or signage serfs are not needed - the grotescas appeared on the light, and serfs moved into the discharge of the decor.

The constructivists of the beginning of the 20th century, on the contrary, decided to abandon painted fonts and turn to minimalism: letters approached geometric pieces. This greatly facilitated the reading of the text and focused as much as possible in the sense of the public in the sense, not the form and submission of the material. Soon there were such fonts like Futura, then Gill Sans, in the style of which the first cards of the London Railway are decorated. In 1957, thanks to Swiss Max Mididger (1910-1980) one of the most famous and used fonts of Helvetics appear. Each era was characterized by its fashion trends in the typography, and each of them answered the tasks of their time.

Today, in the era of computerization, when the main array of information is drawn from the worldwide network, designers strive for lightness and accuracy of the text, choosing the simplest and readable fonts. For this, the text is collected in a single whole, the most suitable font is selected, the concept of registration of a given space is determined. Speaking about the design of sites, you need to take into account one thing: the more clearly the text itself is written, the more competently, it is placed, the higher the chances of this site to success among users of the network, because the work of the type of typographic, if the printed work cannot be read. " Otherwise, it will turn out to be uninteresting, and the visitor will close the tab, and without having drawn nothing new.

Notes

It is like art that the typography is determined by a variety of researchers, starting with Stanley Morison. See eg: Stanley Morison.. First principles of typoography. - Macmillan, 1936. - P. 1.
Maxim Zhukov. Typography Emil Ruder // Emil Ruder. Typography: Design Guide. - M.: Book, 1982. - P. 277.
Alexandra Korolkova. Live typography. - M.: INDEXMARKET, 2010. - P. 8.
Innocent Celnikov. Design book: from words to business. - M.: Rip-Holding, 2012. - P. 14.
At the same time, Jan Chichold, one of the most influential typographs, wrote: "The perfect typography is rather science than art." However, he avoided to give an accurate definition of the term, and in the same article I called the typography as art, meaning its creative nature, in contrast to the production processes of layout and printing. See: Like clay in the hands of potter ... // Jan Chichold. The appearance of the book: Selected articles about bookcase. - M.: Book, 1980. - P. 11-16.
admin. Typography, history and tasks. www.fotokomok.ru. Checked on November 28, 2016.
Typography: Millennial Development History. | WEB-design Forum on Galior-market.ru. Galior-market.ru. Checked on November 28, 2016.
Typography | Story typography. Typography.bezugly.ru. Checked on November 28, 2016.

1. Do not use bizarre fonts

If you are not enough experience and knowledge, do not even try to use unusual, intricate fonts. Be easier.

2. Forget about COMIC SANS

Imagine that you have never seen it at all.

3. Do not avoid standard, default fonts

Seriously, if someone tells you that standard fonts are boring, he just does not understand the typography. The way the font will look depends on how it will be recruited. Times New. Roman may look really great. And most importantly: let the text be boring than ugly or unreadable.

Omegatransfer / Depositphotos.

Mix fonts

4. Do not use more than two fonts at the same time.

Experiment with a large number of fonts at the initial stage is not worth it. Two enough enough. You do not want to turn the text into a different nonsense, right?

5. Mix only contrast fonts

Grotasque with fonts with serifs, handwritten with modern. It is important to keep the contrast. Two similar fonts nearby look slightly.

6. Choose fonts with the same letter height

The height of the lowercase letters without remote elements is the distance from the base to the top line of the font, in other words, the size of the purner points. Choosing the fonts that you want to use when designing together, you need to ensure that the height of their lowercase letters is the same. This will help to withstand the same level of saturation of paragraph. In addition, such text will be easier to read.

We type text

7. Font size

The text size on the web should not be less than 13 pixels. In my opinion, the best choice - within 14-18 px. Not too big and at the same time readable.

8. Choose the correct string length

Do not believe the conversations that the correct length of the string can be obtained by multiplied the font size to two. This is bullshit. Just try to hold the length of the string within 45-75 characters. GOST for printing publications recommends a length of 60 characters, but this is, of course, a difficult ideal in a webcam. And yet it is worth striving for him. Define on the eye, it is not a string too long or too short.

9. The interlignant must match the size of the font

To achieve a balance between text and "air", make the range of approximately one and a half times more than the height of the lowercase letters. There is one more way simpler: set the interlintage equal to 125% font size.

Paragraph

10. Align on the left side

If you are not sure which shut down to choose, select the shut down to the left: the options "right" and "width" on the web rarely justify yourself. In the uneven edge there is nothing wrong. The text turned off to the left is easier to read, since the eye sees a clear visual termination of each row. But in Russian, such a text is convenient to read if the string is not too long. Therefore, if your string is more than 60 characters, try the comprehensive set. Just do not forget to put the transfer and check if everything looks good: several gears in a row will definitely impede reading.

11. Avoid a large number of transfers

In general, the ports in the web could be avoided. Try to transfer the word on new string or slightly change the interbouquct distance. If the transfer signs is too much, change the font size or gaps. And when you turn the left at all, do not use the word transfer.

12. Without an indent

Do not separate the first paragraph from the title indent. If you beat off the paragraphs with an empty string, do not use paragraph indents. It is excessively and tasteless. On the other hand, the text in general without indents and folds will be more difficult to perceive. In general, choose one of the ways: either a red string, or debug - and use it throughout the text.

13. Narrow column

If you need to dial a small column of text, try using a narrow font. So the text will not only look better, but it is easier to read, as more characters will fit in the string.

14. Hanging punctuation

The set of the set is to take quotes, brackets, hyphens, points, commas. It always looks elegant and helps to keep the desired paragraph shape.

15. "Widow" and "Syarots"

We are talking about hanging lines. "Widow" is one word on a whole string at the end of a paragraph or a very short line at the end of the text or page. "Orphan" is a hanging string that gets at the beginning of a new page or column. They should be avoided. Try to reduce the interbouquct distance, transfer the string or adjust the font size - in general, do not let the "widows" and "orphans" get into your text.

16. Do not abuse spaces

To start a new string, press SHIFT + ENTER. To start a new paragraph, press ENTER. So everything is simple.

The words

17. Kerning

If you are an inexperienced designer and you have no eyes hung on the smallest details, do not turn the text manually.

18. Tracking

Remember: When you increase the font size, the distance between the symbols is also increasing. Therefore, if you install a large headline in the text, we advise in proportion to adjust the distance between the characters and words.

19. Allocations in the text

Allocate an important thought or word to pay attention to, you can different ways. Do not overdo it with them. It is not necessary to allocate a whole proposal to one capital - the newcomer can not always do it to the place. Just use bold font inscription.

20. Loose without discharge

Do not increase the distance between the line. The reason is simple: readiness is reduced.

21. Registration with discharge

Increase the distance between the capital. In this case, readability increases. Usually it works the increase in the interbouquct space by 10%.

22. Do not write everything in capital

Do not abuse the set of capital. The length of this set should not exceed one line.

23. Do not use the cap without need.

If a special scenario is not included in the font, do not use it at all.

Letters

24. Do not change the width of the letters.

Just do not do it. You are welcome.

Many never heard about such a term as a "typography". And even those who heard it have a very far idea of \u200b\u200bwhat it actually is. In fact, the typography is the transformation of what is customary to be called text in bright elements of graphic design. It is the text on the pages of books, magazines or Web sites carries basic information. And it is very important that it is competently decorated to attract the attention of the reader and in an affordable, interesting form to convey to it the basic essence. This is engaged in typography, which is an integral part of graphic design and formula for art.

The concept of typography, history and tasks

There are many definitions such as typography. In the most general form we can say that typography is a graphic design of printed text using a set and layout based on certain rules specific to of this language. The typography is, on the one hand, the art of graphic design, and, on the other hand, a set of rules that determine the use of fonts and force funds in order to make the text most optimal, clear and interesting in the perception of the reader. With the help of modeling and installation of the text, the specialists of this area create original artistic images, make the text alive, give it the ability to transfer the idea not only by its content, but also the graphic component.

In principle, printing houses include the work of printers and typers, authors and editors of publications, artistic and technical editors, designers and artists of books, calligraphes and font designers, graphic designers and polygraphists. Their work, one way or another, is associated with typography. The typographer performs an intermediary between the author of the text and the reader, modifying printed forms Thus, to transfer the content most fully and interesting.

This activity is also closely related to the typography, such as designing advertising, signs, exhibition designs, the development of numerous elements of corporate identity, creating web sites. Especially typography is in demand in advertising, because the text in advertising is the most important component that allows advertisers to declare themselves.

It cannot be said that typography as a phenomenon appeared only at the turn of the XX - XXI centuries. In fact, the history of the formation and development of typography begins with the appearance of a typography person in the life. Moreover, this area of \u200b\u200bgraphic design leaves its roots in the more ancient era of handwritten books, when the beautiful placement of text on the sheet plane is very valued. Already from the middle of the 15th century, the first basics of typography are formed: in Europe, a readable anti-water is used as a font for texts, and publishers and books are beginning to withstand the uniformity of the uniformity of the interlintage and paragraph number as a means of highlighting and structuring text.

And at the beginning of the XVI century, it imposes italic for the first time in the use of typography. During this period, the books begin to differ more and more sophisticated and original font design, the similarity of the font with manuscript is lost at the same time. European books of the XVI century are characterized by the tonal-scenic character of illustrations and a rich decor, which includes ornamental borders.

In the XVII century, with filing Publishing houses of the Holland, the typography changes its tasks in favor of creating books for more broad Circle readers. Accordingly, the books acquire a small format for greater convenience, fonts are modified - they are obtained with a more dumbfounded pattern, which allows you to maintain the clarity of the ottis even with large editions. In the same century, the original "Royal Antiqua" font appears, even further from the handwritten prototype. In the middle of the XVIII century, attempted to systematize sizes and release books of font samples.

The Englishman J. Baskerville played a special role here, who abandoned the use of a book ornament in favor of the "clean" typography based on exclusively font design. The typography is rapidly changing - the geometric severity of the font pattern appears, the compositional significance of the free space of the book leaf is detected, new minted, contrasting fonts for typography are being developed.

The industrial revolution contributed to the development of new types and varieties of font drawing for advertising and periodical purposes. In the XIX century, fonts, Egyptian fonts, grotescas are introduced into the use of typography, the value of book ornaments and illustrations. At the same time, the criticism of the impersonal machine production led to the revival of some hand-made typographic processes.

At the turn of the XIX - XX centuries in the typography, as in other types of formulants, it becomes a popular modern style with characteristic expression of organic forms and decorative and silfight illustrations, which naturally provided the search for new font drawings. For the same period of time, the emergence of an expressive typography was characterized, the purpose of which was to recreate the image of the author's narration by means of the change of font kegles and the draws.

In the first half of the last century, the typography has already developed in a neoclassical key, that is, the forefront of each sign of the text as a whole came to the fore, as well as simplicity of the font drawing. In the 40s - 60s, the typography acquired more business, which led to the ordering of the book composition, bringing to the uniform design of all visual elements of the book.

As a composite frame of the book began to be used mathematically calculated modular gridconsisting of equal rectangles of text and free intervals between them. Such a composition was kept in editions from the first to last page. In 1970, the International Font Corporation (ITC) was founded in New York, which owns a huge role in developing new fonts, including well-known today. As we see, each historical era was characterized by his typography and creating its own font drawings that meet specific tasks and trends.

At the present stage, the task of typography is to be available, in a clear and interesting form to convey to the viewer or reader certain information. For this typography specialists (typographs) are collected in one whole text, select the font, placed in a certain way the font elements relative to each other and the specified space. Despite the fact that such work seems to be a purely technical task, typography methods can create real works of art.

If the typographer works with a book, then it fully develops its architecture, that is, the format of the string and the dialing band, the layout laying, the kege and the size of the font, the intervals between the words and rows, the location of the illustrations in the text. As a result, it turns out well thought out, subordinate to a certain design book page and print edition In general, which are performed as a purely functional purpose (text readability), and are characterized by a spectacular, artistic structure. If we are talking about a Web design, then a professional typographer is engaged in the choice of the correct text writing to increase the readability of information on the site and attract visitors. The wrong choice of typography can lead to the site that the site will be quite boring and the visitors will not have any desire to remain on it.

Typographic design of text

Typographic design of text depends on several components:

- Appointment of text. Obviously, the text for outdoor advertising is not exactly the same thing that the magazine or even advertising information posted on the site. Depending on what is the text and what its assignment should use certain expressive agents.

- Web speakers. Also, the choice of typography techniques affects where the text will be located on the Internet, on the billboard or paper of the glossy edition.

Choosing some kind of ways of designing text, depending on its purpose and content, the type is working to achieve several goals. First, this is the readability of text - a property that characterizes the convenience of perceiving information by man. Especially readability is important in texts intended for solid reading. Readability is provided not only by graphic performance of fonts or proper structuring of text, but also measures of stylistics or semantics.

Secondly, it is necessary to ensure the characteristics of the text, this is especially true of advertising information. Here the typograph is operating with the color of symbols or background, excretory font and other means. Thirdly, the task of a typography specialist is to make the text by distinguishable. This requirement is important for reading under conditions of reduced visibility or in a short time. Displayability is provided, for example, a large bowling or a strong contrast of text colors and background pattern.

Naturally, the main thing is that the typographer works with is a font, since the text perception by the reader mainly depends on it. The font is a set of characters of a certain size and pattern. Various fonts are combined into groups or families in their stylistic solution: the fonts are handwritten, fonts with sneakers or sneakers and others. The concept of "headset" in the typography is just determined by a font or several fonts that have a stylistic unity of drawing. For example, the TimesNewRoman headset includes the usual, quivering, bold and many other fonts of this, very popular family today.

Different types of fonts can affect the perception and mood of the reader differently. In printed materials, fonts with serifs are widely used, as serifs help to create space between letters, and sometimes give a feeling of something personal or express some respect. Fonts without serifs, in turn, are used when making texts posted on web pages. Indeed, with a low resolution of a computer monitor, serfs will look blurred, and the font itself will be somewhat blurred. Also, the fonts without sneakers contribute to the expression of the feeling of style, youth and modern trends.

When making texts for business projects, traditional smooth fonts are preferable, thanks to which the text will be perceived more seriously. Choosing one or another font, the typographer proceeds not only from the designation of the text, but also from its content and meaning. In this regard, for example, happy messages are recommended to accompany the light and soft forms of fonts, and dark, on the contrary, fonts with more stringent outlines.

In addition to fonts, the typographer works with such typographic concepts as the interlignant (the distance between the baseline lines of the neighboring lines) and the kerning (interval selection between letters to increase text readability). The contrast and color of the text is important. As a rule, the color is selected by which the text will be highlighted from the background and to stay convenient to read. The text of the text should make people stop their eyes and honor it.

At the same time, the typography does not forget about contrast and color combinations text - background. Typography rules tell us that to use such combinations as gray text on a light gray background or yellow text on a red background is not worth it. The font close to the background is almost always bad to distinguish, and excessive contrast, in turn, often annoys the reader.

Another important component of typography is a system of orientation, that is, the system of pictographic and text elements, which is designed to help the reader find the information in the text necessary to him. The text division system should include subordinate headlines of various levels, expressing the relationship and coziness of the text parts headed. The headlines and subtitles in the text may differ different colors, underscore or graphic text depending on the content and purpose of information.

The typographer is working on the definition of how the text should be placed, and it is its dimensions. The first step to this will find out which information is the most important in the proposed text. Its usually allocate font sizes or free space. In general, the typography claims that the free space is of great importance in the text, since it allows him to "breathe." For example, too wide strings with text are tedious for human eye and contribute to the emergence of an adverse psychological effect.

But the presence of free space around the text reduces the voltage and allows the reader to concentrate on the main essence. In turn, tightly sprinkled strings significantly reduce the speed of reading, because in this case the top and bottom lines reader covers the eyes at the same time. As a result, it fails to focus on a separate line, and due to the useless waste of energy arises overvoltage.

As we see, a lot of tools have enough tools at the disposal of a typography specialist, allowing you to make the text readable, noticeable and easily distinguishable. It should be noted that the typography does not dictate some strict rules regarding the selection of fonts or text design. The rules in the typography are only a letter of recommendation, reflecting the habits and traditions of readers regarding one or another text information. However, some general rules of typography can still be followed, since their observance allows you to create text that the reader will be able to fully perceive and it will be understood by the meaning of information to him.

Typography is a skill, art make text not only beautiful, but also easy to read. It is important that the character of the publication or a certain informational promise will be reflected in the letter. Typography - this ability to bring visual harmony in print text or site page. It is not limited to the choice of content font, and alignment. Typography is the art of expressing the meaning of the written not only through words, but also through their display. This is a very interesting, deep and complex discipline. In this article we will tell about it.

What is typography?

To or site, the designer uses text, photos and graphics that are made by others. This division of labor allows the best possible result due to the fact that the work is carried out with materials. high Quality. The designer is not a photographer and the author of the text. In addition, it is not even necessary to deal with computer or HTML layout.

Universal specialists - they exist?

A completely different conversation that during the full computerization to engage in even directly design without knowledge of such a tool, like a computer, is simply inconceivable, especially considering that the site, and printing products are initially created using programs.

If you want to create something with a computer, you need knowing how this "something" can be created. In addition, modern computer support is improved every day and provides more and more wide spectrum opportunities. And if you are not familiar with this spectrum, then you can hardly design at a high level, since it will not be possible to create a product capable of competing with the best samples.

Of course, the level of ownership computer programs The graphic designer will significantly exceed the level of an ordinary user. Graphic designer is primarily an artist. However, between the artist and the "computer", communication is more than noticeable: for example, the basics of style in typography and design solutions that are created using a certain software.

Who do graphic designers work with?

To create a full-fledged site, a graphic designer needs to cooperate at least with a programmer. Especially in the event that a multi-level resource is created, which will contain many interactive functions. However, a small average site is capable of passing one designer without needing to help a web wizard or programmer.

There is almost no ideal chain in life, consisting of a creative, designer and a vestist. Often, all these three functions perform a single person who has a higher art education, knows most of the necessary graphics programs, doc on the Internet and computer, and also issues original ideas without spending a lot of strength. In addition, such a universal person will imagine the design of the future magazine, all the means of managing a new, not yet created site page, and which advertising will be located there.

Where are graphic designers cook?

In the profession of graphic and web designer, as none other, it is extremely important not even a desire, but a constant desire to embody his ideas in life - and this can be said with confidence.

In this profession, many knowledge is mined by permanent practice in the workplace. You must draw exactly the button to the site page - we will expand, but I will do. Perhaps that is why graphic designers often quickly cease to learn in the classical understanding of this word, that is, to attend the institute or college daily. Their training takes place all the remaining life in the workplace, when solving everyday tasks.

It is believed that it is possible to become a graphic designer and not at all studying in a higher or secondary-seat educational institution. For many years, it is constantly engaged in craft and art (such examples are also known). At the same time, a person works diligently and analyzes his own and other people's work.

True, graphic designers who have tremendous experience with the complete absence of profile education, exist only in Russia. In other conditions, people who want to work in this specialty are needed a higher art education, as well as knowledge of software and technical support.

Of course, elementary skills of working with graphic programs It is quite possible to get on your own, and in short courses, but it will help only to patch the hole, but will not give some kind of knowledge that can be obtained in the university.

Typography - the process and art of the development of communication architecture; Modeling, graphic design of the material by set and layout, based on certain rules specific to this language.

Typography - This is the art of granting text information, transformation of text in graphic design, the basis of graphic design.

Term typography Comes from the Greek τύπος - the imprint of + γράφω - I write) - the art of typing text.

Typography - This is, on the one hand, a set of rules that determine the use of fonts and force funds, on the other hand, the art of graphic design.

Purpose printing house - Simplify communication with the audience, improve the perception of the transmitted information.

Tasks typographyThe most creative stage of the design of the text, suggest:

determination of parameters for subsequent set processes, layers and prime preparation;
promoting the transfer of emotion, mood, the relationship of conceived by the author, involvement in reading and studying;
modeling of the type and form of contact of the audience with the object of copyrighted and designer creativity;
make text the most optimal, clear, maximizing the readability of the text;
make the text interesting in the perception of the reader, spectacular, harmonious in the overall structure of communication.

Typography in Marketing - a tool and means providing better communication with target audience. The typography defines the general format of the final marketing material:

proportions, format of the dialing band, laying fields;
font settings: Kehal, intervals between words and lines;
sizes, location and measure of visual "severity" of illustrations.

The high-quality typography, from the point of view of marketing, is always thoughtful subordinate to a certain copyright plan.

Printer - Specialist, busy topographic activities: an artistic and technical editor, a designer and artist, a calligrapher and a font designer, a graphic designer - all those who are somehow faced with typography. The type of marketing is an intermediary between the owner, the producer of goods, the developer of its advertising communications and the target audience.

History typography Begins from the middle of the XV century, when the first basics of typography are formed: a readable "antikva" is used; The principle of uniformity of the interlignant and the agricultural retreat is introduced. In the XVI century, the concept of "italic" is introduced into the typography. In the XVII century, the typography changes its tasks to create books for a wide range of readers - the format of books decreases, the fonts are modified, J. Baskerville belongs to the use of the ornament in favor of the typography, solely based on the font design.