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Chapter Four:  Understanding Type
<ul><li>Objectives </li></ul><ul><li>Understand typographic terms and measurement systems. </li></ul><ul><li>Learn how to ...
<ul><li>Typographic Terms </li></ul><ul><li>Typeface – The design of a single set of letterforms. </li></ul><ul><li>Typest...
<ul><li>Typographic Terms </li></ul><ul><li>•  Other terms that identify type and typographic forms include uppercase, low...
<ul><li>Typographic Measurement </li></ul><ul><li>Points are used to measure the height of type and leading, the vertical ...
<ul><li>Letterspacing </li></ul><ul><li>Letterspacing refers to the distance between characters and words in a line of typ...
<ul><li>Kerning </li></ul><ul><li>Kerning refers to selectively adjusting the letterspacing in a word to achieve a more ev...
<ul><li>Legibility vs. Expression </li></ul><ul><li>The contrast between a decorative typeface and one that is easy to rea...
<ul><li>Text Typefaces </li></ul><ul><li>Text typefaces are used when legibility is a factor. </li></ul>
<ul><li>Display Typefaces </li></ul><ul><li>Display typefaces are used when projecting a mood or attitude is important. </...
<ul><li>Serif vs. Sans Serif </li></ul><ul><li>Typefaces fall into other categories, such as serif and sans serif. </li></ul>
<ul><li>Serif Variations </li></ul><ul><li>Within the serif category, typefaces can be broken down into old style, transit...
<ul><li>Script Typefaces </li></ul><ul><li>Script typefaces can replicate the look of hand-painted signage or calligraphy....
<ul><li>Slab Serif Typefaces </li></ul><ul><li>Egyptian or slab-serif typefaces are characterized by square, slab-like ser...
<ul><li>Decorative Typefaces </li></ul><ul><li>Highly stylized typefaces that defy other classifications fall into the  </...
<ul><li>Expressive Typefaces </li></ul><ul><li>The right typeface support an idea or attitude. The meaning behind each of ...
<ul><li>Evocative Type </li></ul><ul><li>Typefaces can also be evocative and support period looks. </li></ul>
<ul><li>Type as Image </li></ul><ul><li>Type can also be configured into shapes that support a visual theme. </li></ul>
<ul><li>Type Manipulation </li></ul><ul><li>Manipulating type can also add nuance and feeling. </li></ul>
<ul><li>Type as Shape, Line and Texture </li></ul><ul><li>In this layout, type functions as shape, line and texture. </li>...
<ul><li>Type as a Unifier </li></ul><ul><li>Consistent use of the same typeface or font family assures unity and cohesiven...
<ul><ul><ul><li>Summary </li></ul></ul></ul><ul><ul><ul><li>Type functions in the layout as a compositional element. </li>...
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Publication Design Chapter 04

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Publication Design Chapter 04

  1. 1. Chapter Four: Understanding Type
  2. 2. <ul><li>Objectives </li></ul><ul><li>Understand typographic terms and measurement systems. </li></ul><ul><li>Learn how to select appropriate typefaces. </li></ul><ul><li>Explore ways type can lend expression to design. </li></ul><ul><li>Learn how to use type judiciously when legibility is a factor. </li></ul><ul><li>Examine how basic design principles apply to type in the layout. </li></ul>
  3. 3. <ul><li>Typographic Terms </li></ul><ul><li>Typeface – The design of a single set of letterforms. </li></ul><ul><li>Typestyle – Modifications in a typeface that create design variety. </li></ul><ul><li>Type family – A range of style variations based on a single typeface design. </li></ul>
  4. 4. <ul><li>Typographic Terms </li></ul><ul><li>• Other terms that identify type and typographic forms include uppercase, lowercase, x-height, ascender and descender. </li></ul>
  5. 5. <ul><li>Typographic Measurement </li></ul><ul><li>Points are used to measure the height of type and leading, the vertical distance between lines of type. </li></ul>
  6. 6. <ul><li>Letterspacing </li></ul><ul><li>Letterspacing refers to the distance between characters and words in a line of type. </li></ul>
  7. 7. <ul><li>Kerning </li></ul><ul><li>Kerning refers to selectively adjusting the letterspacing in a word to achieve a more even appearance. </li></ul>
  8. 8. <ul><li>Legibility vs. Expression </li></ul><ul><li>The contrast between a decorative typeface and one that is easy to read can be seen on the front page of The Miami Herald . The old-style look of the typeface used on the masthead is not suitable when legibility is important. </li></ul>
  9. 9. <ul><li>Text Typefaces </li></ul><ul><li>Text typefaces are used when legibility is a factor. </li></ul>
  10. 10. <ul><li>Display Typefaces </li></ul><ul><li>Display typefaces are used when projecting a mood or attitude is important. </li></ul>
  11. 11. <ul><li>Serif vs. Sans Serif </li></ul><ul><li>Typefaces fall into other categories, such as serif and sans serif. </li></ul>
  12. 12. <ul><li>Serif Variations </li></ul><ul><li>Within the serif category, typefaces can be broken down into old style, transitional and modern classifications. </li></ul>
  13. 13. <ul><li>Script Typefaces </li></ul><ul><li>Script typefaces can replicate the look of hand-painted signage or calligraphy. </li></ul>
  14. 14. <ul><li>Slab Serif Typefaces </li></ul><ul><li>Egyptian or slab-serif typefaces are characterized by square, slab-like serifs </li></ul>
  15. 15. <ul><li>Decorative Typefaces </li></ul><ul><li>Highly stylized typefaces that defy other classifications fall into the </li></ul><ul><li>decorative category. </li></ul>
  16. 16. <ul><li>Expressive Typefaces </li></ul><ul><li>The right typeface support an idea or attitude. The meaning behind each of these words is supported by the right typeface. </li></ul>
  17. 17. <ul><li>Evocative Type </li></ul><ul><li>Typefaces can also be evocative and support period looks. </li></ul>
  18. 18. <ul><li>Type as Image </li></ul><ul><li>Type can also be configured into shapes that support a visual theme. </li></ul>
  19. 19. <ul><li>Type Manipulation </li></ul><ul><li>Manipulating type can also add nuance and feeling. </li></ul>
  20. 20. <ul><li>Type as Shape, Line and Texture </li></ul><ul><li>In this layout, type functions as shape, line and texture. </li></ul>
  21. 21. <ul><li>Type as a Unifier </li></ul><ul><li>Consistent use of the same typeface or font family assures unity and cohesiveness throughout a publication. </li></ul>
  22. 22. <ul><ul><ul><li>Summary </li></ul></ul></ul><ul><ul><ul><li>Type functions in the layout as a compositional element. </li></ul></ul></ul><ul><ul><ul><li>To work with type, it is important to understand typographic nomenclature and ways of classifying type. </li></ul></ul></ul><ul><ul><ul><li>Expressive typography can add emotional emphasis to a message. </li></ul></ul></ul><ul><ul><ul><li>Typefaces used for expression are called display typefaces. </li></ul></ul></ul><ul><ul><ul><li>Text typefaces should be used when legibility is important. </li></ul></ul></ul><ul><ul><ul><li>In a layout, type needs to work synchronistically with imagery and other elements. </li></ul></ul></ul>

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