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mm-110-02
multimedia
VISUAL CONCEPTS I

WEEK TWELVE

HIERARCHY OF INFORMATION
When we work with typography on the two dimensional surface we apply the same rules of hierarchy as we would in a composition made up of basic forms. Now, however, we are arranging information as well.
Typography: size and space

This is an exercise in restraint. The idea is to work with the content copy shown or similar content if you like. Set it up in a square format. Begin arranging the information by order of importance. The most obvious settings for hierarchy are top to bottom. After you've set the type with this in mind, begin mixing up the possibilities by using space and the grid. Create several layouts using just these devices. Once you've done these, enter another element to distinguish one bit of information from another. For example, alter type weight, type size, type placement and color (black or white). Remember, keep it simple and clean. We are just trying to create separation from the various content points. The layout should still look organized and consider the feeling of space and the beauty of the type form.



EXERCISE 1
From the following copy, create 10 type driven compositions using only space, black lower case type, and alignment. Work in strict adherence to a grid structure. Start by developing a simple grid and begin exploring more creative possibilities. The arrangement of your type and space should produce a hierarchy or order of importance. Each composition is to be in a 432 points square. Five compositions should use only the Helvetica family. The other five should use Times. Use black type only.

EXERCISE 2
Using a few more tools, let us achieve the same solutions. Create 10 compositions using only black type, space, proximity and scale. You may want to start by working up thumbnails in a sketch book. Consider type weight, letter spacing, line spacing, word spacing, slant, type size, clustering, position, the grid, upper and lower case and space & size restraint and contrast. Develop five with Helvetica and five with a combination of Helvetica and times.

TEXT:
today
thursday
november 2
the 307th day of the year

EXERCISE 3
For this set of compositions we will make use of color. Still working in black and white, begin by dividing
your composition with a balance of positive and negative space. Organize your type by utilizing the
difference between positive type color and negative type color.

TEXT:
swiss modernism
neue graphik
accurate
objective
asymmetry
precise
geometry
mathematical
cold art
zurich
milan

HOMEWORK
As mentioned in class last week, create five compositions as above with adding the following two elements:
Add the element of color theory and the element of the division of space by adding circle square triangle to the composition. When adding color, use thoughtful decisions based on color theory: cool / warm, primary / secondary, analagous, complimentery, etc. Also, the division of space will ultimately effect your grid system thereby effecting how you set up your hierachy of type.



TYPE COLLAGE
FOR THE CRIT
Assemble a collage of letters creating a mood or visual concept (concentration, balance, rhythm, space, order, chaos, etc) through their arrangement. Remember, the letters are only parts of the composition. The overall tone of the composition is important. You can use cut-out letters from printed matter. photographs of signage, use type that you created either digitally or by hand. Again, be thoughtful with color and craft. Evaluation will be based on your creative use of typography and materials as well as how you work with the composition.