MEDIA AND INFORMATION
LITERACY
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WEEK 12 - TEXT MEDIA INFORMATION
The world, as we know it, can never be understood
without letters. Letters went beyond characters used to
convey a message into an expression of love, hatred, or
any other emotion—a collection of intelligence and an
agreement for trade.
- Bogdan Sandu
Letters, technically referred to as text, also became an object for art expression. This fusion of art
and writing is what we call now as typography.
TYPOGRAPHY:
It is the art of arranging text based on typefaces, point size, line length, and spacing.
Massive production and duplication of typography emerged when Johannes Gutenberg, a
German goldsmith, invented the movable printing press in the mid-15th century.
During those times, the purpose of typography was to create readable and visually engaging
texts for readers. Now, typography varied depending on the tone, mood, or theme of the setting
where it will be used.
(Sample typographic material)
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(Publications use text design elements and principles to effectively convey the message.)
1. EMPHASIS
When trying to make a point or highlighting a message, you can make the text BOLD,
ITALICIZED, HAVE A HEAVIER WEIGHT, DARKENED OR LIGHTENED, or ENLARGED
(capitalization or font size).
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Example:
2. APPROPRIATENESS
Make sure that the selection criteria (TONE, STYLE, PURPOSE, & CLARITY) is followed.
Proper choice of typeface/ font styles to be used is considered.
Example: For wedding invitations, normally we use decorative and cursive/script fonts. (I’ll
give you some examples later)
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3. PROXIMITY
When two things are closely related, we bring them close together. Otherwise, we put text elements
far from each other. For example, the main title and subtitle are usually placed close to each other.
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4. ALIGNMENT
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5. ORAGANIZATION
- refers to a conscious effort to organize the different text elements on a page. It ensures that even
some elements are separated from each other (based on the principle of proximity), they are still
somehow connected with the rest of the elements in the page. Compartmentalizing (dividing the
space) the elements like a cabinet can help you achieve this especially if the elements are
overwhelming.
6. REPETITION
- concerned with the consistency of elements and the unity of the entire design. Repetition
encourages the use of repeating some fonts/typefaces or other elements within the page.
Sometimes, it might distract the audience and fail to communicate what you want them to get from
your content. Thus, to strike a balance, do not use just a single typeface for a visual design product.
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7. CONTRAST
- creates visual interest to text elements. Contrast is achieved when two elements are different
from each other. It can be achieved in various ways by joining the following elements:
1. large font with small font
2. serif and sans serif fonts
3. cool color and warm color
4. dark color and light color (look at the word contrast, light color (yellow) was used to
emphasize the text in dark color (blue).
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TEXT AS VISUAL
TYPES OF TYPEFACES
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Enlarging and
emboldening the text
shows emphasis.
Presentation of
information uses
appropriate
alignment.
Text in white over
dark background
creates visual
interest to it.
Texts and
illustration were
presented
through
compartmentaliz
ation. Repetition of
text type and shape
suggests consistency
and unity of design.
Image Source: http://www.inquirer.net/page-one-single
In this image, observe how text information and media create better messages through the use of
text elements and designs.
The combination of text elements and design as shown in this newspaper front page helps improve
understanding of the intended message towards the audience. Understanding how these elements
and design’s function will lead to effective learning.
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