RESEARCH

Typography

X-Height

When it comes to creating eye-catching designs, the key to combining different typefaces for contrast lies in comparing their x-heights. As (Cullen, 2012) suggests, focusing on similar characteristics leads to positive design solutions. The most effective approach is to use typefaces designed by the same designer.

While a combination of sans serif and serif fonts works well together, using two different serif fonts may not yield the best results. As discussed by (Strizver, 2010), the choice of typeface can either make or break a design, and analyzing the x-height is a proven method that consistently delivers successful outcomes.

Expressive Typography

The value of font families becomes evident with this technique. Utilizing different characteristics from the same font family can create a cohesive reading experience. Headlines, subheads, and body text can harmonize without detracting from the communication. Within a brand, a font family is ideal for conveying the intended message. In publication and design, this is a proven and effective method.

Expressive typography is a design technique commonly utilized for display fonts. This approach offers designers the opportunity to showcase creativity, as exemplified in the case study of "Artists at the Field" (Medina, 2016). Medina's innovative incorporation of the T-Rex skull within the design demonstrates a clever use of expressive typography. Employing the font Gotham Bold, Medina effectively captured the audience's attention with a positive design solution. The revelation of the T-Rex skull within the design is particularly delightful for younger viewers, who readily associate the museum with dinosaurs.

Font Families

The concept of font families is crucial in type design. (Strizver, 2010) explains how fonts have personalities and can convey emotions. Using typefaces from a super family allows the designer to utilize multiple characteristics within the same family to work together harmoniously. In the case study "Artists at the Field," (Medina 2016) demonstrates how using typefaces from the same family is essential to great design. Combining the type with artistic elements was a positive solution that was understandable and enjoyable.

(Poulin, 2013) describes that when choosing a typeface, it is imperative for the characteristics to match. Using typefaces from the same font family can guarantee a positive result, from the headline to the copy. This technique will capture and maintain the reader's attention. To achieve the desired result, the designer must analyze the typeface to understand what emotions will be elicited.

Font Choice

(Saltz 2013) describes letterforms as having personality. Stereotyping in this context is used positively; for instance, soft, rounded letters represent femininity, while bold, block letters represent masculinity. Researching the audience can give the designer insight into which typeface to choose and which direction to take.

Body Copy

The body copy should always be legible; however, the display font can be more expressive, allowing the designer to manipulate and distort the text to convey emotions.

Wordmarks

Expressive typography is valuable for design purposes. When used properly, it can effectively convey emotions and provide details for the reader to discover. The WoodWi logo combines all three concepts using expressive typography. Owners font was chosen and gear icons used for the letter o as well as the dot for the letter i. Additionally, the gears are a different color from the font for a creative touch. Simplicity is the key to lasting success. (Evamy, 2012)

Color Palette

Color Selection

The selected color palette is intended to create a conducive learning environment. According to (NorvaNivel, 2023), greens, blues, and mauves promote creativity and reduce anxiety, while oranges and yellows boost energy and are ideal for promoting engagement.

Designers should be mindful that an excessive use of bright colors can be overstimulating, which is not conducive to a learning environment.

Color Theory

The core message emphasizes the benefit of understanding, with the primary colors of light brown and burnt umber reflecting creativity and engagement. The theme of the core messaging is a science fair, and the decision to use this color palette was informed by research in color theory. Secondary colors of yellow, purple, green, and blue also reflect the intended benefit. (AdamsMorioka, 2008) describes how colors create a mood and evoke responses. The light brown and burnt umber, falling into the mauve and orange family, set the tone for engagement and creativity.

Benefits of Color

By incorporating the carefully chosen colors into the brand identity, the objective is to convey the central message and seamlessly align with the overarching theme. Science fairs are synonymous with knowledge acquisition, and the incorporation of 3D puzzles serves as an engaging activity in STEM labs. The color palette effectively captivates the audience, establishes the desired tone, and evokes a specific mood.

Imagery

What is Imagery?

Imagery is vital for visually communicating a product or service. This powerful component creates an experience for the audience that needs to be memorable and understood. Using imagery to convey the message is imperative, and should reflect the benefit and features of the brand. (Neumeier, 2005)

Imagery Benefits

The imagery used for WoodWi showcases children working together to build 3D puzzles for a science fair. The vibrant colors used in the imagery should include the primary and secondary colors from the color palette, creating a visually stunning and cohesive design that reflects the core message and theme.

Imagery Selection

When selecting imagery, it's crucial to ensure that it captures the essence of the product, theme, and brand benefits. Theme of the brand is its essence, it is what the story is all about. (Dahlström, 2019) Images that resonate with the audience and enable them to envision themselves participating in the depicted activities foster a deep connection. This creates a tribal effect, fostering a sense of belonging with the visuals presented. By visualizing the psychographic and understanding their needs through research, designer's can achieve positive design solutions.

References:

AdamsMorioka. (2008). Color design workbook. Rockport Publishers. https://learning.oreilly.com/library/view/color-design-workbook/9781592534333/xhtml/ch03.html#ch03lev1sec1

NorvaNivel. (2023, August 15). The power of color in a learning environment. NorvaNivel US. https://norvanivel.com/the-power-of-color-in-a-learning-environment/

Cullen, K. (2012). Design elements, typography fundamentals. Rockport Publishers. https://learning.oreilly.com/library/view/design-elements-typography/9781592537679/

Krysinski, M. J. (2017). The art of type and typography. Routledge. https://learning.oreilly.com/library/view/the-art-of/9781315301532/xhtml/08_Chapter02.xhtml#ch2-7

Poulin, R. (2017). Design school: Type. Rockport Publishers. https://learning.oreilly.com/library/view/design-school-type/9781631594397/xhtml/ch05.xhtml#h1-3

Saltz, I. (2009). Typography essentials. Rockport Publishers. https://learning.oreilly.com/library/view/typography-essentials/9781592535231/

Neumeier, M. (2005). The brand gap. New Riders https://learning.oreilly.com/library/view/the-brand-gap/0321348109/

Medina, F. (2016). Artists at the Field Museum. Behance. https://www.behance.net/gallery/36870075/Artists-at-the-Field-Museum

Dahlström, A. (2019). Storytelling in design. O’Reilly Media, Inc. https://learning.oreilly.com/library/view/storytelling-in-design/9781491959411/side-11.xhtml#_idParaDest-91

Evamy, M. (2012). Logotype. Lawrence King. https://learning.oreilly.com/library/view/logotype/9781856698948/07_part-title-1.html