Question 1: Define the term 'typography' and explain its importance in design.

Answer: Typography is the art and technique of arranging type to make written language legible, readable, and visually appealing. It is important because it influences how effectively a message is communicated and can evoke specific emotions or styles.

Question 2: Describe three different types of fonts (e.g., serif, sans-serif, script) and give an example of where each might be used in a design.

Answer: Serif fonts have small lines or strokes attached to the ends of letters, often used in print for a traditional or formal feel (e.g., Times New Roman). Sans-serif fonts lack these strokes and are more modern and clean, suitable for digital screens (e.g., Arial). Script fonts mimic handwriting or calligraphy, often used for invitations or decorative purposes (e.g., Brush Script).

Question 3: Explain the concept of kerning and why it is important in typography.

Answer: Kerning is the adjustment of space between individual characters in a word. It is important because proper kerning ensures that the text looks evenly spaced and improves readability and aesthetic appeal.

Question 4: Identify and describe two principles of good typography that contribute to effective design.

Answer: Contrast ensures that different elements in the text stand out appropriately, such as using bold for emphasis. Hierarchy involves organizing text so that the most important information is most prominent, guiding the reader’s eye through the content.

Question 5: Discuss how colour choice can affect the mood or message of typographical design.

Answer: Colour can evoke emotions; for example, red can suggest urgency or passion, while blue can imply calmness or trust. The right colour choice enhances the message and influences how the viewer perceives the text.

Question 6: Sketch a simple logo using only the letter 'A' that demonstrates good use of symmetry and balance. Label the key features of your sketch.

Answer: A balanced and symmetrical letter 'A' logo would have equal visual weight on both sides, with clean lines and possibly a central element to reinforce stability. Key features include symmetrical structure, clear lines, and proportionate spacing.

Question 7: Sketch a typographical poster for a music festival. Use bold, eye-catching lettering and consider the mood you want to convey. Leave space for a tagline at the bottom.

Answer: A successful sketch would include large, stylized letters spelling the festival name with decorative elements that reflect the music genre (e.g., energetic, playful). The layout should be dynamic, with variation in letter size and style, and space allocated at the bottom for a tagline or date.

Question 8: Design a typographic layout for a book cover that emphasizes the title. Include the placement of the title, author’s name, and any decorative elements. Describe your design choices.

Answer: The cover should feature the title prominently, perhaps in a large, bold font at the center or top. The author’s name can be smaller and placed at the bottom or top. Decorative elements like lines or icons should complement the typography without overpowering it. The overall layout should be balanced and visually appealing.

Question 9: Describe how the choice of spacing (tracking and leading) can influence the readability of a typographical design.

Answer: Proper tracking (space between characters) ensures the text is neither too tight nor too loose, affecting readability. Leading (space between lines) helps prevent text from appearing cramped and makes it easier to read multiple lines comfortably.

Question 10: Explain the difference between decorative and functional typography, providing examples of each.

Answer: Decorative typography is highly stylized and used for visual impact, such as in logos or posters. Functional typography prioritizes readability and clarity, used in body text or instructions. Example of decorative: ornate display fonts; example of functional: Arial or Times New Roman.