10-17-07 - Serif(feet on ends of letters sans serif(no feet...

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TC 245 17/10/2007 09:00:00 Importance of line to professionals Promoters o Reinforce lines of products through body and environment Line created by hair can be changed Movement of coat to reinforce lines in dress Implied lines reinforce simplicity of line w/ products Actual lines reinforce lines of products o Use line to direct customers Actual lines lead customers through the store o Reinforce brand image Logo or name  symbolic nature of brand is reinforced by expressiveness/ meaning of line Makes recognizable  Font
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Unformatted text preview: Serif (feet on ends of letters), sans serif (no feet) Cursive Upper case, lower case ← ← Expressiveness of line • Horizontal – stable and at rest, succumb to gravity • Vertical – forceful, withstand pull of gravity • Diagonal – dynamic, movement to rest state • Curved – casual, low dominance, succumb to force • Angular – formal, high arousal, high dominance, aggressive • Thin – low dominance • Thick – high dominance 17/10/2007 09:00:00 ← 17/10/2007 09:00:00 ←...
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