Gamal El-Din, N. (2020). The relation between figure & background expressed as form & counter form of the Typography in printed ads. International Design Journal, 10(1), 321-329. doi: 10.21608/idj.2020.81720
Nesrin Gamal El-Din. "The relation between figure & background expressed as form & counter form of the Typography in printed ads". International Design Journal, 10, 1, 2020, 321-329. doi: 10.21608/idj.2020.81720
Gamal El-Din, N. (2020). 'The relation between figure & background expressed as form & counter form of the Typography in printed ads', International Design Journal, 10(1), pp. 321-329. doi: 10.21608/idj.2020.81720
Gamal El-Din, N. The relation between figure & background expressed as form & counter form of the Typography in printed ads. International Design Journal, 2020; 10(1): 321-329. doi: 10.21608/idj.2020.81720
The relation between figure & background expressed as form & counter form of the Typography in printed ads
Assistant professor, Advertising Department, Faculty of Applied Arts, Helwan University, Egypt
Abstract
In typography form , the counterform is the area of a letter that is entirely or partially enclosed by a letter form or a symbol (the counter-space/the hole of). Letters containing closed counters include A, B, D, O, P, Q, R, a, b, d, e, g, o, p, and q. Lettersم, ه, ص,ض,ط,ظ,ف,ق, containing open counters include c, f, h, i, s etc.ب,ت,ث ,ج,ح,خ,د,ذ,ر,ز,س,ش,ع.غ.ک,ل, ن, ى The digits 0, 4, 6, 8, and 9 also possess a counter. the aperture is the opening between an open counter and the outside of the letter. Typography form and counter form means negative and positive space in typography studies. Different typeface styles have different tendencies to use open or more closed apertures. although the letter typically functions as part of a word, individual letters are frequently combined into new forms and many configurations which can use especially in posters or printed ads Because of the conditions of the ease of the readability and the look. The Research is Aim to highlight the value of using typography form and counterform in printed ads, sometimes the designer may be unable to use typography form and counterform with its former knowledge of its basics in design. The Research is A theoretical framework, followed by a practical design experiment for a set of posters and newsletters to study the relation between figure & the ground through the form & counterform in Typography as an application of Binary Opposition theory in design which aims to create a visual contrast between the spaces in the presence of interrelated relations between the forms that combine harmony and contrast in color, size and shapes. The study problem can be demonstrated in the following two questions: To what extent the designer can use the typography form and counterform in printed ads? What is the visual relation between figure & the ground through the form & counterform in Typography as an application of Binary Opposition theory in design? It reached to the result that the using of typography form and counterform is one of the most prolific tools in designing printed ads. it assured that using of form & counterform of typography in design can create different visual rhetoric which can help to attract the attention of the audience.
Rob Carter,Philip B. Meggs, Ben Day,Sandra Maxa and Mark Sanders (2015) : "Typographic Design Form and communication"- 6th EDITION John Wiley & Sons, Inc.
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