Appunti per l'esame di English for digital & graphic design

- Part 1 | Cloze test

- Part 2 | Discussion of a selected topic with a focus on your critical opinion (to be added in the

conclusion)

—> 3 contents will be provided and students have to select one of them. Here’s a list of the exam/

course contents

VISUAL LITERACY AND CRITICAL THINKING. Why Visual Literacy is important

What is visual literacy? how

Visual Literacy is being aware of we experience images, video, and other forms of

multimedia. Images must be evaluated in a similar way to written texts. Like text, images can be

used accurately, deliberately, misleadingly or carelessly. Some images, like texts, can be

interpreted in di erent, sometimes contradictory, ways.

Visual literacy is not just restricted to art history and lm studies it is important for everyone. Maps

verbal

can show geographical information much better than a or textual description. Charts and

graphs can clearly describe the growth or decline of population, nancial performance of a

sum up

company, etc. Cartoons can a viewpoint or opinion.

Images are everywhere in increasingly vast quantities. They entertain, in uence, manipulate and

persuade us. Some images are used to ll an otherwise blank space. It is easy to view images

them.

passively without thinking about them or even just not notice

It is important that you re ect critically on any images that you come across in your research and

other written

even when casually searching the internet and visual media just as you would to

o ers

text. This guide you the skills to question why the author of a document has chosen

particular images and why you react to them in the way you do.

A de nition of visual literacy enables

Visual literacy is a set of abilities that an individual to e ectively nd, interpret, evaluate,

use, and create images and visual media. Visual literacy skills equip a learner to understand and

analyze the contextual, cultural, ethical, aesthetic, intellectual, and technical components involved

both

in the production and use of visual materials. A visually literate individual is a critical

consumer of visual media and a competent contributor to a body of shared knowledge and

culture.

A visually literate person is someone who can:

•Determine the nature and extent of the visual materials needed

•Find and access needed images and visual media e ectively and e ciently

•Interpret and analyze the meanings of images and visual media

•Evaluate images and their sources

•Use images and visual media e ectively

In terms of visual literacy images can be very powerful tools for communicating messages and

people need skills to be able to interprate these messages and have thoughtful responses

caring about visual literacy is caring about knowing and exploring in deep ways, it’s about

trying to understand things.

Visual literacy and critical literacy go hand in hand and one developes the other.

Most people take millions of images and don’t think about most of them. If you are trained to

engage your visual sense you will understand that the process of vision is the engagement of

whats it is that we are looking at. It’s not critical thinking if you don’t notice anything that you

see, it’s critical only when you take time to process the engagement.

So being visually literal matters because we live in an increasingly visual world. 1

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THE ROLE OF TYPOGRAPHY IN BRANDING

In the realm of branding, typography is more than just a visual element — it’s a powerful tool that

can convey a brand’s personality, values, and message at a glance. Typography shapes the way

we perceive a brand and can signi cantly impact its recognition and memorability. As competition

intensi es in 2024, the strategic use of typography in branding is essential in order to create a

cohesive and compelling visual identity.

THE BASICS OF TYPOGRAPHY

Understanding the basics of typography is crucial for any designer looking to harness its power

e ectively. Here are the key components:

1. TYPEFACES AND FONTS

- Typefaces: A typeface is a family of fonts that share common design features

Examples include Arial, Times New Roman, and Helvetica.

- Fonts: A font is a speci c style within a typeface family, such as Arial Bold or Times New

Roman Italic.

2. SERIF VS. SANS-SERIF

- Serif: These typefaces have small lines or strokes attached to the ends of letters (e.g., Times

New Roman). They are often seen as traditional and reliable.

- Sans-Serif: These typefaces lack the small lines at the ends of letters (e.g., Helvetica). They are

viewed as modern and clean.

3. KERNING, LEADING, AND TRACKING

- Kerning: The adjustment of space between individual letter pairs to achieve visual balance.

- Leading: The vertical spacing between lines of text, impacting readability.

- Tracking: The uniform spacing between characters across a block of text.

HOW TYPOGRAPHY INFLUENCES BRAND PERCEPTION

Typography is a subtle yet powerful way to in uence how a brand is perceived. Here’s how

di erent elements of typography can shape brand identity:

1. CONVEYING BRAND PERSONALITY

- Playful and Fun: Brands targeting a younger audience or aiming for a casual tone might use

rounded, whimsical typefaces.

- Elegant and Sophisticated: Luxury brands often use classic serif typefaces with high contrast.

- Modern and Innovative: Tech companies may opt for sleek sans-serif typefaces to convey

forward-thinking and innovation.

2. ENHANCING READABILITY AND ACCESSIBILITY

- Readability: Clear and legible typefaces ensure that the brand’s message is easily understood.

- Accessibility: Considering factors like font size, contrast, and spacing helps make content

accessible to a wider audience, including those with visual impairments.

3. CREATING EMOTIONAL CONNECTIONS

A proper typography can evoke emotions and build connections with the audience. For example,

a handwritten typeface can create a personal and approachable feel, while a bold, geometric

typeface can evoke strength and stability.

CASE STUDIES: ICONIC BRANDS AND THEIR TYPOGRAPHY

Examining the typography choices of iconic brands can provide valuable insights into e ective

branding. Here are a few examples:

1. COCA COLA

Coca-Cola’s script typeface is instantly recognizable and evokes nostalgia and tradition.

The owing, cursive letters re ect the brand’s long history and friendly, approachable

nature. 2

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2. APPLE

Apple uses a clean, minimalist sans-serif typeface (San Francisco) across its branding.

This choice reinforces the brand’s emphasis on simplicity, innovation, and modern design.

3. NIKE

Nike’s use of the bold, italicized typeface in its logo conveys movement and dynamism,

aligning perfectly with its brand message of athleticism and performance.

TIPS FOR CHOOSING TYPEFACES FOR BRANDING

Selecting the right typefaces for a brand involves a careful balance of aesthetics and functionality.

Here are some tips to guide the process:

1. UNDERSTAND THE BRAND’S PERSONALITY

Start by clearly de ning the brand’s personality and values. Choose typefaces that re ect these

attributes and resonate with the target audience.

2. PRIORITIZE LEGIBILITY

Ensure that the chosen typefaces are legible across di erent mediums and sizes. Test how they

look in various contexts , from print to digital screens.

3. CREATE A HIERARCHY

Establish a typographic hierarchy to guide the viewer’s eye through di erent levels of information.

Use di erent weights, sizes, and styles to distinguish between headings, subheadings, and body

text.

4. CONSIDER VERSATILITY

Choose typefaces that o er versatility and exibility. They should work well in various formats and

allow for cohesive application across all brand materials.

5. AVOID OVERUSE OF FONTS

Limit the number of typefaces to maintain a cohesive and uncluttered look. A good rule of thumb

is to use no more than three di erent typefaces