3. ini•ti•ate
1. to cause or facilitate the beginning of :
set going
2. to instruct in the rudiments or principles
of something : Introduce
Merriam-Webster Dictionary
10. “
Typography exists to honor
the content.
Robert Bringhurst, The Elements of Typographic Style
11. “
Paths that each of us is free
to follow or not…if only we
know the paths are there and
have a sense of where they
lead.
Robert Bringhurst, The Elements of Typographic Style
14. Dysfunction
Typothermia
The refusal to make a lifelong commitment to a single typeface—or even to
five or six, as some doctors recommend. The typothermiac is constantly
tempted to test drive "hot" new fonts, often without a proper license
15. “
Typography has one plain duty
before it and that is to convey
information in writing. No
arguments or considerations
can absolve typography from
this duty.
Emil Ruder, Typography: A Manuel of Design
19. Legibility
Can I understand and recognize the characters?
Readability
Can I read this comfortably for a long time?
20.
21. In traditional typography, text is composed to
create a readable, coherent, and visually satisfying
whole that works invisibly, without the awareness
of the reader. Even distribution of typeset
material, with a minimum of distractions and
anomalies, is aimed at producing clarity and
transparency.
In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader. Even distribution of
typeset material, with a minimum of distractions
and anomalies, is aimed at producing clarity and
transparency.
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and
commercial writing all have differing
characteristics and requirements of appropriate
typefaces and fonts. For historic material
established text typefaces are frequently chosen
according to a scheme of historical genre acquired
by a long process of accretion, with considerable
overlap between historical periods.
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and
commercial writing all have differing
characteristics and requirements of appropriate
typefaces and fonts. For historic material
established text typefaces are frequently chosen
according to a scheme of historical genre
acquired by a long process of accretion, with
considerable overlap between historical periods.
Contemporary books are more likely to be set with
state-of-the-art seriffed "text romans" or "book
romans" with design values echoing present-day
design arts, which are closely based on traditional
models such as those of Nicolas Jenson,
Contemporary books are more likely to be set
with state-of-the-art seriffed "text romans" or
"book romans" with design values echoing
present-day design arts, which are closely based
on traditional models such as those of Nicolas
48. Workhorse Typeface
‣
‣
Easily recognizable letterforms
Trustworthy and reliable under heavy or
prolonged use
‣
Has different styles within the typeface
‣
Can be used in body text or display text
‣
Looks good at any size
49. WELCOME TO THE SHOW
Typography
In traditional typography, text is composed to create a readable, coherent, and visually
satisfying whole that works invisibly, without the awareness of the reader. Even distribution of
typeset material, with a minimum of distractions and anomalies, is aimed at producing clarity
and transparency.
Fonts
Do you mean fonts or typefaces?
Choice of font(s) is the primary aspect of text typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and commercial writing all have differing
characteristics and requirements of appropriate typefaces and fonts. For historic material
established text typefaces are frequently chosen according to a scheme of historical genre
acquired by a long process of accretion, with considerable overlap between historical periods.
Helvetica Neue
50. WELCOME TO THE SHOW
Typography
In traditional typography, text is composed to create a readable, coherent, and visually
satisfying whole that works invisibly, without the awareness of the reader. Even distribution of
typeset material, with a minimum of distractions and anomalies, is aimed at producing clarity
and transparency.
Fonts
Do you mean fonts or typefaces?
Choice of font(s) is the primary aspect of text typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and commercial writing all have differing
characteristics and requirements of appropriate typefaces and fonts. For historic material
established text typefaces are frequently chosen according to a scheme of historical genre
acquired by a long process of accretion, with considerable overlap between historical periods.
Georgia
51. “
It is essential to be
creative…, but typography
must be legible or else it
becomes almost useless
Matt Cronin, 10 Principles for Readable Web Typography
53. “
Keep it exactly the same,
or change it a lot — avoid
wimpy, incremental variations
Dan Mayer, What Font Should I Use?
54. Typography
Franklin Gothic Book
In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader. Even distribution of
typeset material, with a minimum of distractions
and anomalies, is aimed at producing clarity and
transparency.
Helvetica Neue
Fonts
Do you mean fonts or typefaces?
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and
commercial writing all have differing
characteristics and requirements of appropriate
typefaces and fonts. For historic material
established text typefaces are frequently chosen
according to a scheme of historical genre
acquired by a long process of accretion, with
55. Typography
Georgia
In traditional typography, text is composed
to create a readable, coherent, and visually
satisfying whole that works invisibly,
without the awareness of the reader. Even
distribution of typeset material, with a
minimum of distractions and anomalies, is
aimed at producing clarity and
transparency.
Verdana
Fonts
Do you mean fonts or typefaces?
Choice of font(s) is the primary aspect of
text typography—prose fiction, non-fiction,
editorial, educational, religious, scientific,
spiritual and commercial writing all have
differing characteristics and requirements of
appropriate typefaces and fonts. For
historic material established text typefaces
are frequently chosen according to a
61. The Measure
In traditional typography, text is composed to create
a readable, coherent, and visually satisfying whole
that works invisibly, without the awareness of the
reader. Even distribution of typeset material, with a
minimum of distractions and anomalies, is aimed at
producing clarity and transparency.
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and
commercial writing all have differing characteristics
and requirements of appropriate typefaces and fonts.
For historic material established text typefaces are
frequently chosen according to a scheme of
45–75 characters
65. “
You should understand that
the relationship between
different sizes of type within a
composition is meaningful…
create a scale thoughtfully
and then stick to it.
Jeff Croft, Elegant Web Typography
66. ab
ab
ab
ab
ab
ab ab
ab ab
6 7 8 9 10 11 12 14 16
ab ab
18
21
ab
24
ab ab
36
48
ab
ab
ab
ab
8 13
21
34
55
ab
ab ab ab
60
ab
89
72
84
ab
144
ab ab
96
110
67. Heading font size ÷ Body copy font size = 1.96
Typography
In traditional typography, text is composed to create a
readable, coherent, and visually satisfying whole that
works invisibly, without the awareness of the reader. Even
distribution of typeset material, with a minimum of
distractions and anomalies, is aimed at producing clarity
and transparency.
14pt – 28pt
Typography
In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without
the awareness of the reader. Even distribution
of typeset material, with a minimum of
distractions and anomalies, is aimed at
20pt – 40pt
68. Typography
In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader. Even distribution of
typeset material, with a minimum of distractions
and anomalies, is aimed at producing clarity and
transparency.
Fonts
Do you mean fonts or typefaces
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and
commercial writing all have differing
characteristics and requirements of appropriate
typefaces and fonts. For historic material
established text typefaces are frequently chosen
according to a scheme of historical genre
acquired by a long process of accretion, with
considerable overlap between historical periods.
Contemporary books are more likely to be set
69. 36
18
Typography
In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader. Even distribution of
typeset material, with a minimum of distractions
and anomalies, is aimed at producing clarity and
transparency.
36
Fonts
24
Do you mean fonts or typefaces?
18
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and
commercial writing all have differing
characteristics and requirements of appropriate
typefaces and fonts. For historic material
established text typefaces are frequently chosen
according to a scheme of historical genre
71. In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader. Even distribution of
typeset material, with a minimum of distractions
and anomalies, is aimed at producing clarity and
transparency.
72. In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader. Even distribution of
typeset material, with a minimum of distractions
and anomalies, is aimed at producing clarity and
transparency.
1.5 x font size
73. In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader. Even distribution of
typeset material, with a minimum of distractions
and anomalies, is aimed at producing clarity and
transparency.
In traditional typography, text is composed to create a readable, coherent, and visually satisfying
whole that works invisibly, without the awareness of the reader. Even distribution of typeset
material, with a minimum of distractions and anomalies, is aimed at producing clarity and
transparency.
Choice of font(s) is the primary aspect of text typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and commercial writing all have differing characteristics
and requirements of appropriate typefaces and fonts. For historic material established text
typefaces are frequently chosen according to a scheme of historical genre acquired by a long
76. Typography
In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader. Even distribution of
typeset material, with a minimum of distractions
and anomalies, is aimed at producing clarity and
transparency.
Fonts
Do you mean fonts or typefaces?
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and
commercial writing all have differing
characteristics and requirements of appropriate
typefaces and fonts. For historic material
established text typefaces are frequently chosen
according to a scheme of historical genre
acquired by a long process of accretion, with
considerable overlap between historical periods.
Contemporary books are more likely to be set
with state-of-the-art seriffed "text romans" or
"book romans" with design values echoing
present-day design arts, which are closely based
on traditional models such as those of Nicolas
Jenson, Francesco Griffo (a punchcutter who
created the model for Aldine typefaces), and
77. Typography
In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader. Even distribution of
typeset material, with a minimum of distractions
and anomalies, is aimed at producing clarity and
transparency.
Fonts
Do you mean fonts or typefaces?
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and
commercial writing all have differing
characteristics and requirements of appropriate
typefaces and fonts. For historic material
established text typefaces are frequently chosen
according to a scheme of historical genre
acquired by a long process of accretion, with
78. “
Space plays the most
important part in maintaining
flow of your design. Good
use of space will tell the
reader where to start, when
to pause, where it ends and
what to do next.
Sean Hodge, 5 Principles of Setting Type on the Web
79. Flow
Start
Typography
In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader. Even distribution of
typeset material, with a minimum of distractions
and anomalies, is aimed at producing clarity and
transparency.
Stop
Start
Fonts
Flow
Do you mean fonts or typefaces?
Stop
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and
commercial writing all have differing
characteristics and requirements of appropriate
typefaces and fonts. For historic material
established text typefaces are frequently chosen
according to a scheme of historical genre
acquired by a long process of accretion, with
80. White Space is Good
In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader. Even distribution of
typeset material, with a minimum of distractions
and anomalies, is aimed at producing clarity
and transparency.
Fonts
Do you mean fonts or typefaces?
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and
commercial writing all have differing
characteristics and requirements of appropriate
typefaces and fonts. For historic material
established text typefaces are frequently
chosen according to a scheme of historical
genre acquired by a long process of accretion,
In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader. Even distribution of
typeset material, with a minimum of distractions
and anomalies, is aimed at producing clarity
and transparency.
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and
81. “
Once you know how to design
and manipulate the space
outside, inside, and around
your content, you’ll give your
readers a head start…
Mark Boulton, Whitespace
84. In traditional typography, text is composed to create a readable, coherent, and visually satisfying whole
that works invisibly, without the awareness of the reader. Even distribution of typeset material, with a
minimum of distractions and anomalies, is aimed at producing clarity and transparency.
Choice of font(s) is the primary aspect of text typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and commercial writing all have differing characteristics and
requirements of appropriate typefaces and fonts. For historic material established text typefaces are
frequently chosen according to a scheme of historical genre acquired by a long process of accretion,
with considerable overlap between historical periods.
Contemporary books are more likely to be set with state-of-the-art seriffed "text romans" or "book
romans" with design values echoing present-day design arts, which are closely based on traditional
models such as those of Nicolas Jenson, Francesco Griffo (a punchcutter who created the model for
Aldine typefaces), and Claude Garamond.
With their more specialized requirements, newspapers and magazines rely on compact, tightly fitted
seriffed text fonts specially designed for the task, which offer maximum flexibility, readability and
efficient use of page space. Sans serif text fonts are often used for introductory paragraphs, incidental
text and whole short articles.
Paragraph Spacing
85. In traditional typography, text is composed to create a readable, coherent, and visually satisfying whole
that works invisibly, without the awareness of the reader. Even distribution of typeset material, with a
minimum of distractions and anomalies, is aimed at producing clarity and transparency.
Choice of font(s) is the primary aspect of text typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and commercial writing all have differing characteristics and
requirements of appropriate typefaces and fonts. For historic material established text typefaces are
frequently chosen according to a scheme of historical genre acquired by a long process of accretion,
with considerable overlap between historical periods.
Contemporary books are more likely to be set with state-of-the-art seriffed "text romans" or "book
romans" with design values echoing present-day design arts, which are closely based on traditional
models such as those of Nicolas Jenson, Francesco Griffo (a punchcutter who created the model for
Aldine typefaces), and Claude Garamond.
With their more specialized requirements, newspapers and magazines rely on compact, tightly
fitted seriffed text fonts specially designed for the task, which offer maximum flexibility, readability and
efficient use of page space. Sans serif text fonts are often used for introductory paragraphs, incidental
text and whole short articles.
A current fashion is to pair sans-serif type for headings with a high-performance seriffed font of
matching style for the text of an article.
Indent
86. In traditional typography, text is composed to create a readable, coherent, and visually satisfying whole
that works invisibly, without the awareness of the reader. Even distribution of typeset material, with a
minimum of distractions and anomalies, is aimed at producing clarity and transparency.
Choice of font(s) is the primary aspect of text typography—prose fiction, non-fiction, editorial,
educational, religious, scientific, spiritual and commercial writing all have differing characteristics and
requirements of appropriate typefaces and fonts. For historic material established text typefaces are
frequently chosen according to a scheme of historical genre acquired by a long process of accretion,
with considerable overlap between historical periods.
Contemporary books are more likely to be set with state-of-the-art seriffed "text romans" or "book
romans" with design values echoing present-day design arts, which are closely based on traditional
models such as those of Nicolas Jenson, Francesco Griffo (a punchcutter who created the model for
Aldine typefaces), and Claude Garamond.
With their more specialized requirements, newspapers and magazines rely on compact, tightly
fitted seriffed text fonts specially designed for the task, which offer maximum flexibility, readability and
efficient use of page space. Sans serif text fonts are often used for introductory paragraphs, incidental
text and whole short articles.
Paragraph Spacing + Indent
89. SI N N UM B E R O NE
Two Spaces After a
Period.
90. I have set this paragraph with
one space after a period. The
flow is a lot better and doesn’t
create awkward gaps in the
paragraph. Please forget
everything you learned in your
typewriter class. Use only one
space after a periods. The great
thing about the web is that it
ignores multiple spaces. Even if
you put two spaces in, only one
will show.
I have set two spaces after each
period. Squint your eyes at this
text. You’ll notice the big gaps
those extra spaces create. I
guarantee this: never in your life
have you read professionally set
text printed since 1942 that used
two spaces after each period. If
you don’t believe me, check The
Chicago Manual of Style. You’ll
find answers to a lot of questions.
91. SI N N UM B E R T W O
Using Prime Marks for
Quotes
100. SI N N UM B E R F O UR
Not Using Hanging
Punctuation
101. In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader.
• Even distribution of typeset material.
• A minimum of distractions and anomalies.
• Aimed at producing clarity and transparency.
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial,
In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader.
• Even distribution of typeset material.
• A minimum of distractions and anomalies.
• Aimed at producing clarity and transparency.
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial,
102. In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader.
“ Even distribution of typeset material, with a
minimum of distractions and anomalies, is
aimed at producing clarity and transparency.”
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial
In traditional typography, text is composed to
create a readable, coherent, and visually
satisfying whole that works invisibly, without the
awareness of the reader.
“ Even distribution of typeset material, with a
minimum of distractions and anomalies, is
aimed at producing clarity and transparency.”
Choice of font(s) is the primary aspect of text
typography—prose fiction, non-fiction, editorial
103. SI N N UM B E R F I V E
Using Too Much
Emphasis