Type in Context Collages

Experimental collages: Using single colour 

OUGD504 Research Task

Illustration created using Procreate on iPad Pro - Inspired by typography in chosen context

RED

WHITE 

Focal points 

-        Fit for purpose

-        Common style

-        Communication effective

-        Justify the context

-        Can restraints be added

-        Legibility

-        Colour, consistency and kerning

-        Compatibility

The context chosen for this project was wine, in particular different wine branding typographies.

The branding and typography help to visualise the type of wine. Often the price range is also visible through the branding. This makes the typography in context fit for purpose as it is an essential element in branding and visual purpose.

There is a common style where labels mostly contain a serif font paired with a sans-serif. Weighting of typography also reveals a common trend. Bold or thick stroked typography is often paired with a lighter stroked typography. Another common trend demonstrates how a range of often three fonts are used in each label of context. This most commonly includes two fonts or one with varied weighting and a handwritten type. Looking at common styles also revealed monochrome colour schemes are nearly always visible.

Therefore, the most common colour scheme for typography is black or white text.  The typography also demonstrated how all block capitals are often used to visualise most of the main characters and even sub headings, this could again be considered a technique to make the type predominant. Often type is the most predominant feature in the context selected. However, sometimes there can be symbolic, detailed or simplistic imagery paired with the type.

The typography is used to effectively communicate the theme and style of the wine. White wines tend to use a lighter typography. Red wine is more commonly seen using a bolder typography, this could be recognised as using type to visualise a difference in darker wine.

The context was selected due to the varying themes, styles and range of typography offered to explore.  

Restraints could be added to placement and weighting during experimentation to see if this alters the appearance and branding. Restraints to the placement of type could be an interesting area to focus on, due to most type in context being placed in a basic horizontal format. One of the source images displays an example of this, by placing the type on an angled slant. This idea of varied placement makes branding more interesting and the type more predominant.

It was important to consider other elements associated with typography such as legibility. As it is important type is legible in the subject of interest (branding). Although legibility became challenged slightly with inclusion of a handwritten typeface.

Single colour is also seen to create a greater focal point to the typography. Colour can also be used to symbolise a style or theme or sense. Masculine, earthy tones and rough shapes can be used to describe a bitter flavoured wine. Whereas feminine, soft and cursive tones can be associated the sweeter and floral flavoured wine.

The type variations are consistent as mentioned with two weightings or fonts. Broad or tight kerning can also be seen to highlight the most predominant type on each label. The combinations of different fonts and weighting must be compatible for the typographies to work together harmoniously.

Results are as follows a typeface can make a wine look and taste expensive. Labels with thin, smaller-sized, contrasting typefaces or with serifs were associated with expensive wine. In contrast, jagged, fat typefaces usually aren’t as fitting. Looking at these typefaces visually felt uneasy, like rough edges.

Conclusion

Old wine labels use traditional, busier typeface styles and design that link to history and authenticity. This becomes a visual metaphor for what we assume will be the experience of drinking the wine. The labels feature traditional serif typefaces and formal script. Imagery is often engraved in style and can feature crests or symbols of provenance. Colours are muted, with traditional shades and textures. Whereas, new wine labels are essentially more entrepreneurial, and representative of the modern technology used to make the wine. Contemporary, uncluttered labels aim to appeal to the widest audience possible. Imagery is often modern illustrative or photographic. Colours may be brighter, with unusual textures, finishes or shapes.