Exercise Overview
Students were provided text to style, arrange, and design in a total of four phases. Each phase of the design process presents different constraints for creating a typographic hierarchy: spacing, style, scale, and color/graphic elements. The purpose of this exercise is to explore various aspects of typographic detail and methods. The final design is an accumulation of design choices demonstrated through all four phases in a 10" x 15" vertical poster.
The starting text provided to students.
Phase 1: Spacing
In this phase, it's important to consider how negative space creates the flow or pattern in which the text should be read as it visually connects the groups of text. I chose to use a modular grid to separate and group the individual quotes. I staggered the quotes vertically to take advantage of the vertical space. Additionally, I played with orientation to visually separate the quote citations from their corresponding quotes. The dynamic—yet structured—layout reflects the way the quotes weave together to contribute to an overarching meaning.
Phase 1 composition
Phase 2: Style
This phase involves exploring different font styles to create emphasis and bring out meaning. Additionally, the application of contrasting font styles creates a stylistic hierarchy. After considering various combinations of type classifications, weights, cases, and more, I chose to move forward with Proxima Nova Condensed Bold and Light, a geometric-modern sans serif. By a minimal composition, I can center the audience's focus on the meaning of the quotes themselves while also emphasizing the stylistic hierarchy. I've done this primarily through contrast in type weight; the heavier the weight, the more emphasis is placed on it.
Phase 2 composition
Phase 3: Scale
In this phase, scale is explored to further the composition's typographic hierarchy. I've enlarged the poster's title and the quotes significantly to draw the audience's eye. The larger the text, the more priority it has in the order of importance and/or in which it is read.
Phase 3 composition
Phase 4: Color & Graphic Elements
Phase four involves applying elements for emphasis and separation to the text to create structure, focal points, and flow. Here, I've used a warm soft pink to highlight areas of focus. I've connected the set of quotes by highlighting sections of them with color to form a complete and meaningful sentence. Doing so also creates flow in which the eye moves throughout the composition.
Phase 4/Final composition
