Basics Design: Design Thinking

Visual patterns

Letterforms and words have visual patterns created by the typeface, size and

case. The visual patterns of letterforms are particularly important when it comes

to the design of logotypes and the creation of brands. Notice how the ascenders

and descenders alter the topography, or visual landscape, of the words below.

Vocal patterns

The vocal patterns or phonetic sounds and rhythms that words produce when

spoken can be replicated to some extent in graphic design. Some words, such

as boom, are onomatopoeic; they echo the sound of the thing they describe.

Other words have different vocal patterns: bar rolls off the tongue while back

has a harsh and abrupt ending.

Words and language

Onomatopoeia

The formation of words that echo the sound of the thing they denote.

Suffix

A word or stem ending that forms a new word or inflectional ending.

cope lap till

boom bar back

Cope has similar shaped

circular letterforms – this could

be used to the designer’s

advantage.

Lap’s ascender and descender

stretch it vertically.

Till appears very upright and

straight.

A word with onomatopoeia,

which also looks like the noise

it makes.

A word ending with an uplift

and a trilled ‘r’ sound that rolls

off the tongue.

A word that ends abruptly

with a clipped ‘k’ sound,

which can be given a

more aggressive delivery.

Design Thinking

Refinement

MY U

CK

1 2 3 4 5 6 7 8 9 10 OK While every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liability will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFORE

HTS

DALIMHE-DTP^1

Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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