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Typography
The Target Audience
• Publications are created to convey a
  message to the intended audience,
  called the target audience.
• The target audience will determine the:
  –   Language used.
  –   Fonts used.
  –   Colors used.
  –   Graphics used.
Typography
• Many publications will contain a
  large amount of text to deliver the
  message.
• It is important to understand a few
  basic guidelines for working with
  text and typography.
• Typography refers to the style and
  arrangement or appearance of text.
Typeface (Font) Categories
• Typefaces and fonts are not
  actually the same thing, but for our
  purposes we will consider them the
  same.
• Typefaces can be divided into four
  main categories.
  – Serif
  – Sans Serif
  – Script
  – Decorative or Ornamental
Serif Typefaces
• Have strokes at the tips of the letters
  called serifs.
• Examples:
    Bodoni
    Goudy
                  Courier
                  Times New Roman
                                          k
• Used for body text (paragraphs) in
  printed publications.
    Business correspondence    Book text
     Magazine article text      Newspaper text
  Recommended sizes for body text are 10 to
  12 points.
Sans Serif Typefaces
There are no serifs at the tips of the
  letters. (Sans means “without”)

• Examples:
   • Arial
   • Berlin Sans
                       Gill Sans
                       Verdana
                                               k
• Used for very large or very small
  text, small amounts of text, and digital
  display (viewed on a monitor/TV)
   •   Web pages      On-screen display
   •   Headings       Tables
   •   Captions       Headlines
   •   Advertisements, posters, flyers, etc.
Ornamental or Decorative
          Typefaces
• Designed strictly to catch the eye
  • Should be used sparingly.
  • Can be hard to read.

• Examples
  • Chiller         Broadway
  • Webdings        engravers MT

• Used for decoration.
  • Headlines on flyers or advertisements.
  • Webdings can be used for symbols in
    logos.
Script Typefaces
• Appear to have been written by hand
  with a calligraphy pen or brush
  – Should never be used in all caps.
• Example
  • French Script
• Uses
  •   Formal Invitations
  •   Place cards
  •   Poetry
  •   Announcements
Font Style
• The font style refers to the slant, weight
  and special effects applied to the text.
• Examples:
   – Bold
   –   Italic
   –   Reversed
   –   Underline
   –   Shadow
   –   Outline
   – SMALL CAPS
Font Families
• A font family is the different sizes,
  weights and variations of a typeface.
• Examples:      Arial
                 Arial Black
                 Arial Narrow
                 Arial Rounded MT Bold

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Typography Basics for DTP

  • 2. The Target Audience • Publications are created to convey a message to the intended audience, called the target audience. • The target audience will determine the: – Language used. – Fonts used. – Colors used. – Graphics used.
  • 3. Typography • Many publications will contain a large amount of text to deliver the message. • It is important to understand a few basic guidelines for working with text and typography. • Typography refers to the style and arrangement or appearance of text.
  • 4. Typeface (Font) Categories • Typefaces and fonts are not actually the same thing, but for our purposes we will consider them the same. • Typefaces can be divided into four main categories. – Serif – Sans Serif – Script – Decorative or Ornamental
  • 5. Serif Typefaces • Have strokes at the tips of the letters called serifs. • Examples:  Bodoni  Goudy  Courier  Times New Roman k • Used for body text (paragraphs) in printed publications.  Business correspondence  Book text Magazine article text  Newspaper text Recommended sizes for body text are 10 to 12 points.
  • 6. Sans Serif Typefaces There are no serifs at the tips of the letters. (Sans means “without”) • Examples: • Arial • Berlin Sans  Gill Sans  Verdana k • Used for very large or very small text, small amounts of text, and digital display (viewed on a monitor/TV) • Web pages  On-screen display • Headings  Tables • Captions  Headlines • Advertisements, posters, flyers, etc.
  • 7. Ornamental or Decorative Typefaces • Designed strictly to catch the eye • Should be used sparingly. • Can be hard to read. • Examples • Chiller  Broadway • Webdings  engravers MT • Used for decoration. • Headlines on flyers or advertisements. • Webdings can be used for symbols in logos.
  • 8. Script Typefaces • Appear to have been written by hand with a calligraphy pen or brush – Should never be used in all caps. • Example • French Script • Uses • Formal Invitations • Place cards • Poetry • Announcements
  • 9. Font Style • The font style refers to the slant, weight and special effects applied to the text. • Examples: – Bold – Italic – Reversed – Underline – Shadow – Outline – SMALL CAPS
  • 10. Font Families • A font family is the different sizes, weights and variations of a typeface. • Examples: Arial Arial Black Arial Narrow Arial Rounded MT Bold