And so, since we're talking about bringing it all together that means that I'm bringing it all together now. Always remember the fundamentals are forever. They never go away, you always encounter them, you will always have to think about them. 70 years from now while you're still working and creating beautiful and expressive, compelling design communications, over and over again you'll be remembering. A couple of tips to work by. Always keep your image options open. Don't just assume that a photograph or a certain kind of illustration is the best way to go in order to achieve what you need. Think about how interesting the range of possibilities for imagery and form are. Use color decisively, choose it on purpose. Define a palette, and use it for visual purposes, to be compelling and beautiful, but also for meaning. To be evocative, metaphorical, to support the communication. You need to know the ins and outs of types really, really well, because you are working with an element in that ...
case that is very, very functional, and that can suffer a tremendous deal, or can suffer greatly if the relationship between its visual expression and its verbal utility are not, kind of tightly controlled and you really have to be aware of how those elements work to each, work with each other, spacing, the counter-forms, alignment relationships, groupings, and so on. And the last thing is you always want to keep in mind and take a look at, as, at your layouts, as you're going through them, you know test out different kinds of variations in how you might organize the same stuff. 'Cause sometimes if you just do things, for the sake of seeing that difference you find a much clearer, and much more dynamic relationship than you might have thought in advance. So don't, don't preconceive. And make sure that all the parts of the layout, whether it's for a web page, or for a poster, for architectural signage, for a book, or a brochure, that they are all working together, talking to each other to create a dynamic totality. And now, again, just get out there and do it. Thank you very much. (applause) Thanks. If you would like to find out more, you can visit my website at timothysamara.com, and if you're interested in purchasing any of my books, many of which talk about these kinds of issues in different ways, there are two different websites you can go to to do a search to find my books there. I encourage you to go through all this information, and, and I hope you get a lot out of it.
Timothy Samara is a New York–based graphic designer and educator whose twenty-five career has so far focused on visual identity and branding, communication design, and typography. Since 2000, he has split his time between professional practice and academia, defining a highly respected reputation as an instructor at the School of Visual Arts, Parsons/The New School for Design, Purchase College SUNY, New York University, The University of the Arts, and Fashion Institute of Technology. Mr. Samara is a frequent university lecturer and contributor to design publications both in the U.S. and abroad. He has written eight books on design to date (all from Rockport Publishers), which have been translated into ten languages and are used by students and practitioners around the world.
Great class! The lecturer was so descriptive...to detail...and at the same time so relaxed and funny. I loved him and understood better things that i' ve heard before, but never cared that much to paid attention to...!
Excellent! I will never look at typeface and daily examples of typography design the same way again! Brilliant teacher who animates the 'deliciousness of an optimal text setting experience' in such a hilarious and engaging manner.
Wonderful class. I have a much better understanding of how to use text in my work. I will be revisiting this class, I am sure! Highly recommend it.