Question 1: Define the term 'kerning' in typography and explain why it is important in design.

Answer: Kerning is the adjustment of space between individual characters in a word. It is important because proper kerning improves readability and visual appeal of the text.

Question 2: Describe the difference between serif and sans-serif fonts. Provide one example of each.

Answer: Serif fonts have small lines or strokes at the ends of their characters, such as Times New Roman. Sans-serif fonts do not have these lines, like Arial.

Question 3: Identify three key principles of effective typography and briefly explain each.

Answer: 1. Legibility: making text easy to read. 2. Consistency: using uniform styles throughout a design. 3. Hierarchy: creating a visual order to guide the viewer's attention.

Question 4: Explain how the choice of font style (e.g., bold, italics) can affect the message of a design.

Answer: Different font styles convey different tones; for example, bold emphasizes strength or importance, while italics can suggest emphasis or a softer tone. The choice influences the message's mood and clarity.

Question 5: Sketch a simple logo using only text. Use a sans-serif font and include a clear hierarchy between the company name and slogan. Label your sketch.

Answer: A correct sketch would show the company name in a larger, bold font, with the slogan underneath in a smaller, lighter font. The design should be clean and balanced.

Question 6: Draw a typographic poster promoting a music festival. Use at least two different font styles and sizes to create visual interest. Leave space for a headline, main message, and date.

Answer: A successful sketch would feature a prominent, eye-catching headline using a decorative font, a secondary message with a simpler font, and clear space for the date. The layout should be balanced and visually engaging.

Question 7: Describe how colour can influence the readability of text in a design. Include two tips for choosing effective colour combinations.

Answer: Colour affects contrast and can either enhance or hinder readability. Tips include: 1. Use high contrast between text and background (e.g., dark text on a light background). 2. Avoid using clashing colours that make reading difficult.

Question 8: Design a typographic poster for an environmentally friendly campaign. Use a maximum of three colours and include a slogan. Sketch your design and label the key elements.

Answer: A good sketch would feature a bold headline with eco-themed imagery, a simple background, and a clear, legible slogan. The colour palette should be harmonious and support the message.

Question 9: What is the importance of alignment in typography? Describe two common types of alignment used in design.

Answer: Alignment creates order and improves readability. Common types are left alignment, which is most natural for reading, and centre alignment, which can create a balanced, formal look.

Question 10: Explain what a typeface family is and give two examples of popular typeface families.

Answer: A typeface family is a group of fonts with the same design but different styles (e.g., weights, italics). Examples include Helvetica and Times New Roman.

Question 11: Sketch a set of three variations of the same word using different typographic styles (e.g., serif, sans-serif, decorative). Label each style.

Answer: A correct sketch would show the word in three different styles: one with serif fonts, one with sans-serif fonts, and one with a decorative or display font, each clearly labeled.