Elem of design unit 4 module 1 structure of type

Elements of Design
Unit 4: Introduction to Type and Type Properties
Module 1: Structure of Type and Type Measurement
Type
It’s important for designers to
understand some key terminology
related to type.

Elements of Design
Readability is related to how the type is arranged.
Readability is affected by point size, leading, line length,
alignment, letter-spacing, and word-spacing. Paragraphs of
text, similar to paragraphs in a textbook or a novel, are
meant to be read for comprehension, and focus must be
placed on readability. This emphasis ensures that the eyes
do not tire and that the formatting of the copy does not
distract a person from the meaning of the text.
The color and texture of the type selected will also affect
the readability and message conveyed. Display of red text
on a black background is considered striking, eye-catching,
and readable. White body copy on a black background can
add contrast. However, the designer must watch out for
strokes that are too thin.
Type
 Readability
 Legibility
 Leading
 Kerning
 Tracking
 Leading
 Justified Text
 White Space

Elements of Design
Readability

Elements of Design
Legibility refers to the typeface design. This element
includes the size of the counters, the x-height, the size of
ascenders and descenders, the character shape and
angles, stroke contrast, serifs or the lack of serifs, and the
weight. These features help distinguish one letter from
another. A headline on a poster is meant to capture
attention and immediately convey a feeling. Legibility,
though necessary, is not always the highest priority.
Script, calligraphic, and hand-written fonts are used in
both display and body copy applications. Although they
can convey elegance, formality, or individualist messaging,
the legibility can be poor, and they can be difficult to read.
Type
 Readability
 Legibility
 Leading
 Kerning
 Tracking
 Justified Text
 White Space

Elements of Design
Legibility

Elements of Design
The spacing between the lines of type is known as leading.
This term relates to the times when type was set manually
and thin strips of lead were placed between the rows to
increase the spacing. Tight leading—10 point type size on
11 point leading, read as 10-on-11 and written as 10/11—
is supposed to be more difficult to read. A 10/12 is more
standard, but the ideal leading always depends on the
typeface characteristics.
Type
 Readability
 Legibility
 Leading
 Kerning
 Tracking
 Justified Text
 White Space

Elements of Design
Leading

Elements of Design
Spacing between two characters is known as kerning.
Type
 Readability
 Legibility
 Leading
 Kerning
 Tracking
 Justified Text
 White Space

Elements of Design
Kerning

Elements of Design
Spacing between all the characters in a line is known as
tracking. If letters are too close, they are said to be set
tight; if they are set too far apart, they are said to be open
or loose. Many designers do not focus on proper and
consistent character spacing, a clear message to the client
that the designer is not experienced.
Type
 Readability
 Legibility
 Leading
 Kerning
 Tracking
 Justified Text
 White Space

Elements of Design
Tracking

Elements of Design
Word spacing is a tool used when aligning text so that the
beginning of a line and the end of the line align with the
left and right column edges, respectively. This is known as
justified text. Too much word spacing can lead to large,
annoying word spaces that can lead to rivers. Rivers occur
when the spaces between words line up top to bottom in
a paragraph. More than three line ups in a row decreases
readability because attention is drawn to the river that
results instead of the reading process.
Type
 Readability
 Legibility
 Leading
 Kerning
 Tracking
 Justified Text
 White Space

Elements of Design
Justified Text

Elements of Design
White space is a term used to define the cramped or
crowded look of a headline, paragraph of text, or an entire
layout. Recall the saying “less is more.” Try to leave space
on a page to create effect and emphasize the text. It also
helps with the flow of the reader’s eye. A good test for
white space is to turn the completed job upside down and
look at the design at arms length. This move restricts the
brain from reading the text and forces it to just look at the
design elements and the weighting and positioning of
each. Is the leading too small? Is the line length too long?
Is the point size too big or too text-heavy? If the answer is
in the affirmative for any of these questions, the white
space may not be enough or the layout may be too
packed.
Type
 Readability
 Legibility
 Leading
 Kerning
 Tracking
 Justified Text
 White Space

Elements of Design
White Space

Elem of design unit 4 module 1 structure of type

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