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Candidates, Color, and Type Michael Wojcik & Kristen Flory Rhetoric & Writing Michigan State University Type Color Color Type Type Color Type Type Color Color Type Color Color Type Type currently is overlooked in the design process. I propose that type is a STRONG ELEMENT responsible for delivering its own: Message Purpose and persuasive agenda. Design scholars are constantly discussing type. How it is used How it persuades How it effects and affects discourse How it evolves Why it is important Designers rightly see type as a powerful tool responsible for a piece’s tone, informative intent, and visual appeal. Type is a visual element. It is not: superficial incidental or supplementary but is a deliberate tool that can be customized based on the context of a piece. The way type is set on the page, the font selected, and the stylizing of the type is important to the overall mission of any communication tool—whether it is in print or on the web. What is color? something obvious... ... but ironically opaque Essential or emergent? Objective or subjective? Physics, physiology, or phenomenology? Do objects have color in the dark? Why is the sky blue? shorter wavelengths scatter more our eyes respond more strongly to blue we’re bald diurnal apes with no aerial predators pathos! memory emphasis & arrangement ethos! arrangement invention style delivery Provocations Conclusions Attend to Color & Type! Digital media enable authors and analysts Let’s use those tools Provocations Which color effects are universal? Which are specific? The economics of color – and the color of economics Is there a logos of color? Provocations Pay attention to design theory! Designers see type as responsible for tone and central to arrangement, flow, and visual appeal. People will trade readability to achieve typographic effect. Starring Arial Banana Chips BernhardFashionBT Bethhand Birdman Blackadder ITC French Script Graffiti Harlow Solid Italic Notepad Bodoni MT Black OCR A Extended Castellar Constantia Consolas Copperplate Gothic Light Palace Script MT Curlz MT Stencilia-A Teenage Girl Dragongirl Meander Palatino Linotype Pristina
