Typographic basics
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Typographic basics



Based on Design for the Non Designer by Robin Williams

Based on Design for the Non Designer by Robin Williams



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Typographic basics Typographic basics Presentation Transcript

  • Typographical
  • Font features Cap Height Ascenders Typography X-HeightBaseline Descenders
  • Character parts Axis Ear Hook Bar Typ-o-graf-e Serif Counter Terminal
  • Letter form Hxg Hxg Hxg Hxg Ariel Times NR Geo Slab Hattenschweiler
  • KerningInter-character spacing Time Unkerned type Time Kerned type TNT
  • Tracking
  • Leading (Line spacing)Leading refers to the space Leading refers to the spacebetween lines. It can be between lines. It can betightened or expanded asneeded to fill space. (1) tightened or expanded as needed to fill space. (1.25)Leading refers to the space Leading refers to the space between lines. It can bebetween lines. It can be tightened or expanded astightened or expanded as needed to fill space. (.8)needed to fill space. (1.4)
  • RelationshipsType is a building blockThree types of relationships  Concordant  Conflicting  Contrasting
  • ConcordantUse one fontUse variations on that font  Size  Italic  Bold  ColorSeen as calm, formal
  • For example . . .
  • ConflictingUse of two or more fonts that are similar (same family)Creates a visual dissonanceShould be avoided
  • For example . . .
  • ContrastStrong contrast attractsSimple way to create interestCreates energy on a pageMay involve 2 or more fontsRequires careful planning
  • For example . . .
  • Oldstyle Serifs on lowercase letters are slanted Diagonal stress Moderate thick/thin transition in the stroke
  • Oldstyle
  • Modern Serifs are thin Vertical stress and horizontal Radical thick/thin transition in the stroke
  • Modern
  • Slab serif Little vertical stress Little or no thick/thin transition Serifs are of contrast in the horizontal and strokes thick (slabs)
  • Slab serif
  • Sans serif No stress because No serifs there’s no thick/thin No thick/thin transition in the strokes
  • Sans serif
  • Connected Script
  • Unconnected Script
  • Decorative
  • Typography existsto honor content Robert Bringhurst, The Elements of Typographic Style