MOST COMMONLY USED FORM CONTRAST – UPPER CASE WITH LOWER CASE
DON’T EVER COMBINE TWO DIFFERENT ITALIC /SCRIPT FONTS
IF YOUR LAYOUT HAS A POTENTIAL FOR A CONTRAST OF DIRECTION EMPHASIZE IT, WITH COLOR, SIZE OR BACKGROUND
TYPOGRAPHERS BELIEVE YOU CAN ADD COLOR TO A DESIGN WITHOUT USING COLOR
CHANGING THE COLOR ON TEXT HEAVY PAGES GETS VERY HARD WHEN THE MEDIUM /CONTEXT IS LIMITING. BUT IT’S NOT IMPOSSIBLE
DARK BOLD SANS SERIF TIGHTLY PACKED TEXT CREATES A DARK COLOR LIGHT AIRY TYPEFACE WITH LOTS OF LETTERSPACING CREATES A LIGHT COLOR
Size- Don’t wimp out. Weight- Contrast heavy weights with light weights not medium weights Structure- Look at how the letterforms are built ; monoweight or thick/thin transitions
Form- Caps versus lowercase is a contrast of form as well as roman versus italic or script. Scripts and italics have similar forms – don’t combine them Direction- Think in terms of horizontal type versus tall. Narrow columns of type rather tan type on a slant Color- Warm colors come forward; cool colors recede. Experiment with the “colors” of black text
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