Basics Design: Design Thinking

Type ‘faces’

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Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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The different roles or functions that type serves within design means that

designers need to think about which type personality is appropriate for the

message to be communicated. The face that type is set with can help or hinder

information transfer, as each face tells a different story, and provokes different

feelings within the viewer.

At a basic level, type allows detailed information to be communicated to the

viewer. Secondly, as type is a series of marks on a page, it can also be used for

a more graphical purpose; the way those marks are formed creates different

shapes and use of the space on a page.

Different typefaces have different personalities to the extent that they can be

said to actually have ‘faces’ that tell stories and convey feelings other than the

words they present. Some typefaces appear serious, some are upright and

conservative, while others are fun, adventurous and youthful, for example.

Type Type Type

Type Type

Type

Bodoni Poster

A modernist serif typeface with

a young and sturdy feel.

DIN

A functional and efficient

sans serif typeface with a

neutral, passive feel.

Desdemona

This art nouveau type has a

romantic, spiritual feel that

harks back to a chivalrous age.

Cirkulus

A modernist sans serif typeface

with a playful, chaotic feel.

Courier

A cold, mechanical

serif typeface with a

bureaucratic feel.

Brush Script
A fun and animated script
typeface that conveys a feeling
of youthful energy.
Design Thinking

Refinement

Type ‘faces’

Typefaces have their own personalities and

so it is appropriate to note the different

faces or characters they have.