CT372 65A/601 2021

Typography for Digital Product Design

Professor: C. J. Yeh
Company website: Cynda Media Lab
Email: chinjuz_yeh@fitnyc.edu
Office at FIT: D317
Office Hours: Mon. 3-4, Tue. 11-1, and Thur. 5-6
FIT Tutoring Center: A608B

Course Description

This course explores diverse typographic issues related to screen-based communication. It focuses on new typographic principles and design elements for digital products. Topics covered include readability, on-screen legibility, modular type scales, hierarchy and structure for responsive layout, amplifying meaning and intent through typographic experience, sequence and flow of reading on digital devices, a visual system for interactive design projects, and wayfinding for screens.

Weekly Outline

Tue: 02/01 | Thur:02/03 (w1)

  • Project 1: Type for Product Concept Communication
  • Each student team (2 to 3 students) will respond to one of the following D&AD briefs, develop a solution/concept through research and ideation, and execute a persuasive case study video to communicate the key value propositions.
    1. Google Fonts & HMCT
    Typography has the power to make words matter, and to make words more relevant. Create a typographically-led campaign based on or expanding the Articles of the UDHR as a callto action or awareness.
    2. Snapchat
    Use AR to encourage acts of kindness amongst friends, families and communities, creating a movement.
    3. Superunion & Black Girl Gamers
    Develop a brand and campaign to showcase Black Girl Gamers’ ambition and vibe
    4. Top Trumps
    Real-world and digital experiences make owning a pack of Top Trumps the ultimate status symbol for 18-25 year olds.
  • Past FIT Winners:
    M.E.E – Multi-sensory Educational Environment
    The Data Decoder
    2 Lies 1 Truth
  • In-Class Exercise: team forming, read each brief carefully, so some quick searches, and then select one brief to work on with rationale in regard to the choice. This is a critical step. You CAN NOT switch brief after this.
  • Review: Research Methodologies
  • In-Class Workshop: Quick Fire Research (90 minutes)
    60 shocking/interesting facts about:
    – the brands (companies/services)
    – the target demographics
    – industry related trends and news
    – inspiring examples (type-centric campaign, AR applications, purpose brand campaigns, real-world and digital experiences…etc)
    * include links to sources
  • Lecture/Discussion: Target Segmentation
  • Homework: Target Segmentations with Supportive Insights
    1) organize your research findings (minimum 60, the more the merrier) into a Google Doc or a Miro board, and discuss the findings with your team
    2) identity possible target segments that have creative potentials (one per student but work as a team so each segmentation has unique potentials, upload before next class)

 Tue: 02/08 | Thur:02/10 (w2)

  • Lecture/Discussion: Insight Statement
  • In-Class Workshop: insight statement first drafts (one per student), each statement should be inspired by insights discovered during the initial research phase EXAMPLE
  • Presentation: Insight Statement (one from each team will be selected to continue)
  • Lecture/Discussion: Comparative Analysis
  • Lecture/Discussion: JTBD
  • Homework: JTBD or BigIdeaL + Comparative Analysis (one statement and 3 camparative examples per student, upload before next class)

Tue: 02/15 | Thur:02/17 (w3)

  • Lecture/Discussion: How Might We (HMW)
  • In-Class Workshop: JTBD/BigIdeaL + HMW Questions, complete all 10 questions and select up to 3 questions to work on
  • Show and Tell: HMW Questions
  • Lecture/Discussion: IDEO’s 7 Rules of Brainstorming
  • In-Class Workshop: 60 minutes / 100 ideas
  • Show and Tell: 60 minutes / 100 ideas
  • Homework: Organize and sort brainstorm results using the Affinity Mapping technique Yes, you can add additional ideas. (upload before next class)

Tue: 02/22 | Thur:02/24 (w4)

  • Lecture/Discussion: Campaign Scope / Minimum Viable Product (MVP)
  • In-Class Workshop: Campaign Scope / MVP worksheet
  • In-class Assignment: Winning Formula EXAMPLE
    – Each team will review 10 award-winning Future Lions case study videos and analyze:
    1. narrative flow and time allocation
    2. key fact(s)
    3. target segmentation
    4. primary functional/communication goals
    5. differentiation
    Click here to see past Future Lions winners
  • In-Class Workshop/Homework: case study script first draft (no more than 2 minutes, roughly 240 words, upload before next class)

Tue: 03/01 | Thur:03/03 (w5)

  • In-Class Workshop: Group Review/Feedback Case Study Script
  • In-class Workshop / Homework:
    – Revise case study script
    – Moodboard and Storyboard

    – Team review
    Progress Update (upload before next class)

Tue: 03/08 | Thur:03/10 (w6)

  • In-class Workshop / Homework:
    – Case study video design and production
    – Team review
    Progress Update (upload before next class)

Tue: 03/15| Thur:03/17 (w7)

  • In-class Workshop / Homework:
    – Case study video design and supportive material production
    – Team review
    Progress Update (upload before next class)

— D&AD Submission: March 22rd, before 12 PM EST —

Tue: 03/22 | Thur:03/24 (w8)

  • Midterm Presentation: Type for Product Concept Communication (include the process)

Tue: 03/29 | Thur:03/31 (w9)

  • Homework: My Favorite Typeface(s), My Inspirations, and Me

Tue: 04/05 | Thur:04/07 (w10)

  • Presentation: My Favorite Typeface(s), My Inspirations, and Me
  • Lecture/Discussion: Functional Typography vs Expressive Typography
  • In-class Workshop:
    Type Design Brief
  • Homework:
    Sketch and review classmate works and provides feedback
    – Finalize Design Candidates Presentation (minimum 3, upload before next class)

——————- Spring Break!!!! ————–

Tue: 04/19 | Thur:04/21 (w11)

  • Presentation: Design Candidates
  • Lecture/Discussion: Type Design Fundamentals
  • In-class Workshop / Homework:
    – Typeface design and production begins
    Progress Update (upload before next class)

Tue: 04/26 | Thur:04/28 (w12)

  • Lecture/Discussion: The Laws of Animation
  • In-class Workshop / Homework:
    – Typeface design and production
    Progress Update (upload before next class)

Tue: 05/03 | Thur:05/05 (w13)

  • Lecture/Discussion: Screen-based Typography
  • In-class Workshop / Homework:
    – Typeface design and production
    Progress Update (upload before next class)

Tue: 05/10 | Thur:05/12 (w14)

  • In-class Workshop / Homework:
    – Typeface design and production
    Progress Update (upload before next class)

Tue: 05/17 | Thur:05/19 (w15)

  • Final Presentation: I am TYPEFACE

Attendance Policy

Attendance is not optional. If you are going to miss a class, you must contact me via email ASAP. Due to the quantity of material covered in the course, I will not be able to spend class time explaining missed assignments or redo lectures. If a class is missed, it is your responsibility to get information regarding missed assignments and lectures from one of your classmates.

  1. Students are required to attend all classes, be on time, and remain for the entire class.
  2. Students who miss three classes will receive a grade of “F.”
  3. The student who arrives 10 minutes after the start of the class will be considered late
  4. 2 late occurrences = one absence
  5. A student who arrives over 30 minutes late or not returning from the break will be considered absent from the class
  6. Working on projects for another class or using digital devices for socializing (texting, social media…etc.) or gaming during class time will be recorded as an absence
  7. An excused absence is still recorded as an absence. The difference is an excused absence won’t impact your grade for professionalism and class participation.


  • Professionalism and Class Participation: 20%
  • Check Point Reviews: 46%
  • First Project Presentation: 14%
  • Final Project Presentation: 20%
  • (A: 91% or above, B: 90% – 71%, C: 70% – 61%, D: 60% – 51%, F: 50% or below)

Uploading Files for Final Grades

  • CT372 601
  • CT372 65A
    * keep all project and process files and upload before the semester is over for final grading.

Communication Design Pathways Department Policy on Plagiarism

Within the Communication Design Pathways Department, plagiarism, and other forms of academic deception are unacceptable. Each instance of plagiarism is distinct. A plagiarism violation is an automatic justification for an “F” on that assignment and/or an “F” for the course. A student found in violation of FIT’s Code of Conduct and deemed to receive an “F” for a course may not withdraw from the course prior to final grade assignments.

CT&D Recording Classroom Activities Policy

I. Introduction
Written permission is required in order to record classroom lectures, discussions, presentations (“lectures”), or other activities. When granted, permission to record lectures is subject to the limitations set forth in this policy. Violations of this policy may constitute copyright infringement in violation of federal or state law and may be subject to disciplinary action.

II. Definitions
A. Course Materials mean lecture notes, outlines, slides, Powerpoint presentations, readings, or other content made available to students by the instructor or presenter, or through any online learning system.

B. Recording means a video or audio replication or photographic image recorded on devices including, but not limited to, audio recorders, video recorders, cell phones, Smartphones, digital cameras, media players, computers, or other devices that record images or sound.

III. Requirements and Limitations
A. Written Permission
Recording of classroom lectures is prohibited unless advance written permission is obtained from the class instructor and any guest presenter(s). An instructor may provide such permission to an entire class as part of the course syllabus or other written description of a course. Students who require recording or other adaptations of lectures as a reasonable accommodation for a disability in advance of the lecture in order to obtain permission for the recording.

In the event permission to record classroom lectures is granted, the professor may notify all students, speakers and other lecture attendees in advance that recording may occur. Every effort should be made to protect the confidentiality of a student with a disability who is being granted an accommodation, i.e. the professor will not name the student who is doing the recording when it is due to disability accommodation.

Students must destroy recordings at the end of the semester in which they are enrolled in the class.

FIT Student Code of Conduct
Student Disability Services
Academic Honesty and Integrity Policy
FIT’s Course Withdrawal Policy 
Children on campus policy
Academic Advisement Center 
FIT Writing & Speaking Studio
FIT Counseling Services
Academic Skills Tutoring Center
Dean of Students Office
Technical Support for Blackboard with Open SUNY Help Desk

Grade appeal process: http://www.fitnyc.edu/registrar/grades/appeal.php for more information.

Library Resources: FIT Library Databases

Academic Advisement Center: http://www.fitnyc.edu/academic-advisement/index.php

Technical Requirements: High-speed internet and Adobe CC

Textbooks and Required Materials: Lecture slides will be provided every week after class,