What about Typography?                         COM305
TypographyLegibility• Speed and ease with  which individual letters  can be recognizedReadability• Likelihood that your  r...
Typography• Case   – Lower and upper• X-height   – The height of the lower     case letter x• Ascender   – Any part of a l...
Pallets                          •Font                           •Style                     •Font Size     • Leading      ...
Terms• Typeface                        • Baseline   – Single set of letter forms     – Is the line invisible line• Type Fa...
Serif vs. San-Serif            Screen                      PrintHeading     Heads: Minimum of 2         Heads: Minimum of ...
Serif Text• Has hooks, feet and brackets   •   Times New Roman• Highly readable – in print                                ...
San-Serif Text• Perceived as modern,            •   Helvetica  cosmopolitan, scientific and  up-to-date                   ...
Font types continued
JustificationRagged Right Text       Justified Text               Centered Text          Ragged Left TextThis is the stand...
Adding Emphasis• Use in small doses• “It’s critically important that all people volunteer at least one time”• “It’s critic...
Hard-To-Read Text• LINES OF COPY SHOULD BE INVITING TO READ, NOT AN OBSTACLE  TO OVERCOME• Lines of copy should be invitin...
Tracking – Adjusts space in blocks of text
Kerning – Adjusts space between selected letters.
Time to play• Mother and Child• Explode• Expansion• The quick brown fox jumped over the lazy  dog• Just wait until you mee...
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Typography
Typography
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Typography

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Typography

  1. 1. What about Typography? COM305
  2. 2. TypographyLegibility• Speed and ease with which individual letters can be recognizedReadability• Likelihood that your readers will pick up material, read it and take action
  3. 3. Typography• Case – Lower and upper• X-height – The height of the lower case letter x• Ascender – Any part of a letter that goes above the x-height• Descender – Any part of the letter that goes below the baseline.• Cap height – Height of the capital letters of a typeface
  4. 4. Pallets •Font •Style •Font Size • Leading •Kerning • Tracking •Vertical Scale • Horizontal Scale •Baseline Shift • Skew •Left Indent • Right Indent •First Line Left Indent • Last Line Right Indent •Space Before • Space After •Drop Cap # of Lines • Drop Cap on or more characters
  5. 5. Terms• Typeface • Baseline – Single set of letter forms – Is the line invisible line• Type Family letters “sit” on – Several font designs • Character representing a range of – Single letter form or unit style variations with a • Counter common base. – Space enclosed by the• Type style strokes of a letter – light, medium , bold, italic, etc.
  6. 6. Serif vs. San-Serif Screen PrintHeading Heads: Minimum of 2 Heads: Minimum of 2 times larger than times larger than subheads subheads Subheads: minimum of 2 Subheads: minimum of 2 pts larger than body copy pts larger than body copyBody San-Serif SerifWeight Bold BoldCaptions Same size as body text 2 pts larger or 1 pt smaller
  7. 7. Serif Text• Has hooks, feet and brackets • Times New Roman• Highly readable – in print • Book m an • Garamond • Palatino • Baskerville • Bodoni • Rockwell • Palatino
  8. 8. San-Serif Text• Perceived as modern, • Helvetica cosmopolitan, scientific and up-to-date • Futura• Read less accurately – unless on screen • Gill Sans • Arial • Myriad • Century Gothic • Calibri • Franklin Gothic • Tahoma
  9. 9. Font types continued
  10. 10. JustificationRagged Right Text Justified Text Centered Text Ragged Left TextThis is the standard Potential problem: Potential problem: Potential problem:for justification rivers of white space Beginning of each Demands more lead to vertical pull line is difficult to find effort from yourProblems can be “Ladders are created readerovercome if your use by repeatingother justification for hyphensno more than 30% of More than three is ayour layout “red alert” Narrow columns create uneven word spacing
  11. 11. Adding Emphasis• Use in small doses• “It’s critically important that all people volunteer at least one time”• “It’s critically important that all people volunteer at least one time”• “It’s critically important that all people volunteer at least one time”• “It’s critically important that all people volunteer at least one time”• “It’s critically important that all people volunteer at least one time”• “It’s critically important that all people volunteer at least one time”• “It’s CRITICALLY IMPORTANT that all people volunteer at least one time”
  12. 12. Hard-To-Read Text• LINES OF COPY SHOULD BE INVITING TO READ, NOT AN OBSTACLE TO OVERCOME• Lines of copy should be inviting to read, not an obstacle to overcome• LINES OF COPY SHOULD BE INVITING TO READ, NOT AN OBSTACLE TO OVERCOME• Lines of copy should be inviting to read, not an obstacle to overcome• Lines of copy should be inviting to read, not an obstacle to overcome
  13. 13. Tracking – Adjusts space in blocks of text
  14. 14. Kerning – Adjusts space between selected letters.
  15. 15. Time to play• Mother and Child• Explode• Expansion• The quick brown fox jumped over the lazy dog• Just wait until you meet my family
  16. 16. Time to play
  17. 17. Time to play
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