Question 1: Define the term 'serif' and explain its purpose in typography.

Answer: A serif is a small line or stroke regularly attached to the end of a larger stroke in a letter or symbol. Serifs are used to guide the reader's eye along lines of text, improving readability especially in printed materials.

Question 2: Describe three key differences between serif and sans-serif fonts.

Answer: Serif fonts have small lines or strokes at the ends of characters, while sans-serif fonts lack these lines. Serif fonts are often considered more traditional and formal, whereas sans-serif fonts are modern and cleaner. Serif fonts tend to be more readable in printed text, whereas sans-serif fonts are preferred for digital screens.

Question 3: Identify three factors to consider when choosing a font for a children's book cover.

Answer: Legibility and readability, playful and friendly style, appropriate size and weight, and font personality matching the theme of the book.

Question 4: Explain the importance of kerning in typography and how it affects the design.

Answer: Kerning adjusts the space between individual letter pairs to improve visual harmony and readability. Proper kerning prevents awkward gaps or overlaps, creating a more professional and polished appearance.

Question 5: List four different typefaces suitable for a professional business logo and justify your choices.

Answer: Helvetica – clean and modern; Futura – geometric and sleek; Garamond – classic and elegant; Arial – simple and versatile. These fonts are clear, trustworthy, and adaptable for professional branding.

Question 6: Sketch a logo for a new coffee shop using only typography. The name is 'Brew & Co'.

Answer: A well-balanced logo featuring the words 'Brew & Co' with emphasis on the word 'Brew' using a bold, warm font style, and 'Co' in a smaller, contrasting style. Incorporate a subtle coffee-related element, such as a steam line or coffee bean shape integrated into the lettering, to enhance the theme.

Question 7: Sketch a typographic poster for a music festival. Focus on creating an eye-catching hierarchy using only text.

Answer: A poster with the festival name prominently displayed in a large, bold font at the top. Surrounding text includes details like date and location in smaller fonts. Use different font weights and sizes to create visual interest and guide the viewer's eye through the information.

Question 8: Design a headline for a fashion magazine using three different fonts. Describe your font choices and their effects.

Answer: Use a stylish script font for the main headline to convey elegance, a bold sans-serif for subheadings to add impact, and a light serif for additional text to create contrast and sophistication. The combination balances modernity with classic style.

Question 9: Draw a typographic hierarchy for a restaurant menu featuring the sections: Starters, Main Courses, Desserts, and Drinks.

Answer: Headings ('Starters', 'Main Courses', etc.) in large, bold fonts; dish names in slightly smaller but still prominent fonts; descriptions in smaller, lighter text; prices aligned consistently. Use variations in size and weight to guide the reader's attention.

Question 10: What is the purpose of using contrast in typography, and how can it be achieved?

Answer: Contrast helps to create visual interest, hierarchy, and clarity by differentiating elements. It can be achieved through variations in size, weight (bold vs. light), font style (serif vs. sans-serif), or colour.