Question 1: Define the term 'serif' in typography and explain how serif fonts differ from sans-serif fonts.

Answer: A serif is a small line or stroke regularly attached to the end of a larger stroke in a letter or symbol within a font. Serif fonts have these decorative strokes, making them more traditional and formal, while sans-serif fonts lack these strokes, resulting in a cleaner and more modern appearance.

Question 2: Describe three key factors to consider when selecting a typeface for a logo design.

Answer: Factors include readability, ensuring the font is clear at various sizes; appropriateness, matching the font style to the brand's identity and target audience; and uniqueness, choosing a typeface that helps the logo stand out and be memorable.

Question 3: Explain the importance of kerning in typography and how it affects the overall design.

Answer: Kerning is the adjustment of space between individual letter pairs. Proper kerning improves readability, creates visual harmony, and ensures that the text looks balanced and professional within a design.

Question 4: Identify and explain two differences between display and body text typography.

Answer: Display text is larger, more decorative, and used for headlines or titles to attract attention, while body text is smaller, more readable, and used for the main content. Display fonts often have elaborate details, whereas body fonts prioritize clarity and legibility.

Question 5: Sketch a simple typographic poster that effectively uses hierarchy to guide the viewer's attention. Include annotations to explain your choices.

Answer: A well-designed poster should have a large, bold headline at the top, a smaller subheading below, and body text in an even smaller size. Use contrasting font weights and sizes to establish hierarchy, with annotations explaining the use of size, weight, and positioning.

Question 6: Sketch three different font styles for the word 'CREATIVE'. Your designs should represent a serif style, a sans-serif style, and a decorative style. Label each style in your sketch.

Answer: A correct sketch will show three versions: one with small lines or strokes at the ends of characters (serif), one with clean, simple lines without strokes (sans-serif), and one with decorative or elaborate elements (decorative). Each should clearly be labeled accordingly.

Question 7: Create a short paragraph describing how colour choices in typography can influence a reader's perception of a message.

Answer: Colour choices can evoke emotions and set the tone of a message. For example, red can suggest urgency or excitement, blue can convey trust and calmness, and black can imply sophistication or seriousness. Strategic colour use enhances the overall impact of the typography.

Question 8: Design and sketch a typographic logo for a new eco-friendly brand called 'GreenLeaf'. Use your creativity to select a font style and layout that reflect sustainability. Include annotations to explain your design choices.

Answer: A successful sketch would feature a clean, natural-looking typeface, possibly with organic or leaf-inspired elements integrated into the lettering. The layout should be simple and balanced, with annotations explaining the choice of font style, any decorative elements, and how it communicates sustainability.

Question 9: What is the purpose of tracking in typography, and how can it be used to improve text appearance?

Answer: Tracking refers to the uniform adjustment of space across a range of characters. It can be used to improve readability, create visual balance, or achieve a specific aesthetic by increasing or decreasing spacing uniformly across a block of text.

Question 10: Identify two common mistakes when choosing or using typography in a design project and suggest how to avoid them.

Answer: Common mistakes include using too many different fonts, which can make a design look cluttered and unprofessional; and choosing fonts that are hard to read at small sizes. To avoid these, limit the number of fonts to two or three and test font readability at different sizes and contexts.