Text Information and
Media
Lesson 12
Objectives
At the end of the lesson, the learners must be able
to:
• Identify the basic elements in creating a text-
based presentation
• Evaluate the text-based presentation through the
design principles and elements.
Text
– a simple and flexible format of presenting information or -
conveying ideas whether hand-written, printed or displayed on-
screen.
Text is very powerful as well in disseminating information, providing
direction and giving suggestions.
Text is available in different sources whether it is formal (news
articles, published books, newspapers, magazines, advertisements,
research works, etc.) or informal (blogs, personal e-mails, SMS or
text messages, online messengers, social media platforms, etc).
Formal text-based materials
• are created and distributed by established institutions (such as
publishing companies, news agencies, etc.) and go through a
rigorous process of editing or evaluation and are usually governed
by censorship of the state.
Informal text-based materials
come from personal opinions or views on different issues, processes,
etc.
• Text can be as short such as a single sentence or phrase, or they
can be as lengthy as news articles or investigative reporting. No
matter how brief or lengthy, however, a text is always carefully
written with the intent of sending a very specific message to the
target audience.
• In our exposure to text media and information, we can either be a
consumer or a producer of content. As a consumer, these are the
questions that you need to ask with regards to the content of text
media and information:
• Who or what institution is sending this message?
• What techniques are used to attract and hold attention?
• What is the language used by the writer?
• What views are represented? Are they balanced?
• How might the message be interpreted in different ways?
• What is omitted, slurred or added in the message?
• As a producer of text media and
information, we need to review
the media and information design
framework: target audience,
author or sender, key content,
purpose, form/style and format.
Text as visual
a. Typeface (also called font, font type, or type) refers to the
representation or style of a text in the digital format.
b. A typeface is usually comprised of alphabets, numbers,
punctuation marks, symbols and other special characters. When
fonts are installed in the computer, they usually come in file
formats such as True Type Font (.ttf), Open Type Font (.otf), etc.
c. In the absence of images or drawings, text is the easiest way of
communicating to your audience. The use of various font types
can express different emotions or meaning
Types of Typefaces
Serif
Serif - connotes formality and readability in large amount of
texts. This font is usually used for the body text of books,
newspapers, magazines and research publication. Also, serif fonts
give a classic or elegant look when used for title or heading.
Examples: Times New Roman, Garamond, Baskerville
Sans Serif
Sans serif - brings a clean or minimalist look to the text.
This font is used for clear and direct meaning of text such as road
signage, building directory or nutrition facts in food packages. Also,
sans serif fonts give a modern look and is used primarily in webpage
design.
Examples: Arial, Helvetica, Tahoma, Verdana, Calibri
Slab Serif
Slab serif- carries a solid or heavy look to text. This font can be
used for large advertising sign on billboards.
Examples: Rockwell, Playbill, Blackoak
Script
Script- draws much attention to itself because of its brush-like
strokes. This must be used sparingly and not to be used in large
body text. This font is usually used in wedding invitation cards or
other formal events.
Examples: Edwardian, Vladimir, Kunstler
Decorative
Display or decorative- caters to a wide variety of emotions (such as
celebration, fear, horror, etc.) or themes (such as cowboys, circus,
holidays, summer, kiddie, etc.)
Examples: Chiller, Jokerman, Curlz MT
Design principles and elements
1. Emphasis - refers to the importance or
value given to a part of the text-based content.
When trying to make a point or highlighting a
message, you can make the text bold, italicized,
have a heavier weight, darkened or lightened
(depending on your background color) or enlarged.
2. Appropriateness - refers to how fitting
or suitable the text is used for a specific audience,
purpose or event. In the creation of text-based content,
make sure that the selection criteria (tone, style,
purpose, clarity) is followed. As for the choice of
typefaces to be used, refer to the discussion of the
characteristics of the fonts. When it comes to large body
text, the font should be clear enough to read.
3. Proximity - refers to how near or how far
are the text elements from each other. When two
things are closely related, we bring them close
together. Otherwise, we put text elements far
from each other. For example, the main title and
subtitle are usually placed close to each other.
4. Alignment - refers to how the text
is positioned in the page. This can be left,
right, center or justified.
5. Organization - refers to a conscious effort to organize
the different text elements in a page. Organization ensures that
while some text elements are separated from each other (based
on the principle of proximity), they are still somehow connected
with the rest of the elements in the page. When there are many
elements needed to fit in a page, start by creating a framework
or a compartment for the elements. Divide the space by creating
lines across the page, making it look like a cabinet with various
space sizes. Once you are done compartmentalizing, you can
place the different text elements on the boxes.
6. Repetition- concerns consistency of
elements and the unity of the entire design.
Repetition encourages the use of repeating some
typefaces within the page. When several typefaces
are used on a page, it might distract the audience
and fail to communicate what you want them to
get from the content. To strike a balance, do not
also use just a single typeface for a visual design
product.
7. Contrast- creates visual interest to text elements.
Contrast is achieved when two elements are different
from each other. When you place a white text on a very
light yellow background, contrast is not achieved and the
text will be difficult to read, but when you put a white
text on a dark brown background, contrast is created.
Contrast can be achieved in various ways, by joining the
following elements: large font with a small font, serif
and sans serif, thin elements with thin elements, cool
color and warm color.
`
