Question 1: Explain the difference between serif and sans-serif typefaces. Provide two examples of each and describe where they are typically used.

Answer: Serif typefaces have small lines or strokes attached to the ends of their letterforms, often used in print for body text due to readability. Sans-serif typefaces lack these strokes and are generally used for digital screens and headings for a modern appearance. Examples of serif fonts: Times New Roman, Georgia. Examples of sans-serif fonts: Arial, Helvetica.

Question 2: Describe how the choice of typography can influence the mood or tone of a design. Give two examples of different moods and suitable typefaces.

Answer: Typography sets the emotional tone of a design. For example, a formal and professional mood might use a classic serif font like Times New Roman, while a playful and energetic mood could use a handwritten or rounded sans-serif font like Comic Sans or Futura.

Question 3: Identify three key factors to consider when selecting a typeface for a branding project.

Answer: Legibility, appropriateness to brand identity, and visual harmony with other design elements.

Question 4: What is kerning, and why is it important in typography?

Answer: Kerning is the adjustment of space between individual letter pairs to improve visual balance and readability. Proper kerning ensures that text looks evenly spaced and professional.

Question 5: Describe the differences between leading and tracking in typography.

Answer: Leading refers to the vertical space between lines of text, affecting readability and overall appearance. Tracking is the uniform adjustment of spacing across a block of text, influencing density and clarity.

Question 6: Sketch a simple logo using only two different typefaces. Label each typeface you choose and explain your reason for selecting them.

Answer: A correct sketch would display a logo with two distinct typefaces, such as a bold serif for the main word and a light sans-serif for the tagline. The student should label each font and briefly justify their choice based on contrast and tone.

Question 7: Design a typographic poster for a music festival. Include a main headline, subheading, and body text. Use different type styles to create visual hierarchy.

Answer: A well-structured poster would have the main headline in a large, bold font to attract attention, a smaller, contrasting font for the subheading, and a readable font for the details. The layout should demonstrate clear hierarchy through size, weight, and style differences.

Question 8: Explain the importance of consistency in typography when designing a multi-page document or branding material.

Answer: Consistency in typography ensures a cohesive and professional appearance, improves readability, and reinforces brand identity by using the same fonts, sizes, and styles throughout the material.

Question 9: Identify and describe two common typographic mistakes to avoid in professional design work.

Answer: Using too many different fonts in one design, which can create visual clutter, and poor spacing or kerning, which can impair readability and look unprofessional.