Typography – families (275)
The art of selecting and setting type, when selecting type should
consider: readability, appropriateness, harmony or appearance and
emphasis. (Readability is the most important)
Made up of related typefaces, within family basic design remains the
same but varies in weight, postures and width (Light, bold, italic,
expanded and condensed), providing contrast and emphasis
A halftone screen breaks up continuous-tone artwork into tiny dots,
that when printed produces and optical illusion of shading, as in a
Produce industry-standard halftones on negative film for commercial
printing plates, mounted onto flats (plastic sheets) during stripping
process, flats are pressed against printing plate, printing plate prints
only one color at a time.
Used in newspapers and magazines (Letterpress, offset lithography)
Radio production – recorded or live (280)
Station gets script and any recorded music to be used; the material
must be accurately timed.
Normal conversational pace about 130-150 words per minute
Use of popular DJ and letting him improvise, giving credibility
Cons: Inconstancy in delivery and limited sound effects
Required for a uniform delivery
Has three phases:
1) Preproduction, 2) production and 3)
Producer searches for the right talent, decides
whether to use prerecorded music or hire a composer, this decisions
affect the budget.
Elements to be used in the commercial- voices, music,
and sound effects - come together and are recorded at a session.
Control room used to monitor all the sounds, use audio console to
blend both live and prerecorded sounds
selects best takes, mix vocals and effects and
creates master tape; duplicates called dubs.