1. www.knowwhatimean.co.uk
the good the
bad and the ugly
a quick look at type,
design and legibilty

2. www.knowwhatimean.co.uk
the good

3. www.knowwhatimean.co.uk
the good
the bad and

4. www.knowwhatimean.co.uk
the good
the bad and
the ugly

5. www.knowwhatimean.co.uk
your target
your target audience

6. www.knowwhatimean.co.uk
your target audience
P static screen: web, presentations

7. www.knowwhatimean.co.uk
P static screen: web, presentations
P moving screen: tv, movies
your target audience

8. www.knowwhatimean.co.uk
P static screen: web, presentations
P moving screen: tv, movies
P signage: traffic, domestic, municipal
your target audience

9. www.knowwhatimean.co.uk
P static screen: web, presentations
P moving screen: tv, movies
P signage: traffic, domestic, municipal
P print: books, posters, instructions
your target audience

10. www.knowwhatimean.co.uk
P static screen: web, presentations
P moving screen: tv, movies
P signage: traffic, domestic, municipal
P print: books, posters, instructions
P packaging: card, plastics, flat, contoured
your target audience

11. www.knowwhatimean.co.uk
P static screen: web, presentations
P moving screen: tv, movies
P signage: traffic, domestic, municipal
P print: books, posters, instructions
P packaging: card, plastics, flat, contoured
P operational: machines, devices
your target audience

12. www.knowwhatimean.co.uk
P static screen: web, presentations
P moving screen: tv, movies
P signage: traffic, domestic, municipal
P print: books, posters, instructions
P packaging: card, plastics, flat, contoured
P operational: machines, devices
P press: in–house, agency
your target audience

13. www.knowwhatimean.co.uk
P static screen: web, presentations
P moving screen: tv, movies
P signage: traffic, domestic, municipal
P print: books, posters, instructions
P packaging: card, plastics, flat, contoured
P operational: machines, devices
P press: in–house, agency
each medium has different
requirements ...
your target audience

14. www.knowwhatimean.co.uk
the following are
general guidelines
next
your target audience

15. good, bad and ugly
font shapes

16. www.knowwhatimean.co.uk
font shape
Sans Serif
Verdana,Arial, Meta
Gill Sans, Frutiger,
Helvetica, Foxley 712
Tiresias, SignFont
ClearviewHwy

17. www.knowwhatimean.co.uk
font shape
Serif
Garamond,
Caslon
Trump

18. www.knowwhatimean.co.uk
display fonts are difficult to read display fonts are
difficult to read display fonts are difficult to read
display fonts are difficult to read display fonts are
difficult scripts are difficult to read display
fonts are difficult to read display fonts are
difficult to read display fonts are difficult to
read display fonts are difficult condensed fonts difficult
to read display fonts are difficult to read display fonts are difficult
to read display fonts are difficult All caps are
Difficult to read display
fonts are difficult are
difficult to read
font shape

19. boldgood, bad and ugly
bold

20. www.knowwhatimean.co.uk
bold not italics
Web accessibility means that
people with disabilities can
use the Web. More specifically,
Web accessibility means
that people with disabilities
can perceive, understand,
navigate, and interact with
the Web, and that they can
contribute to the Web.
Web accessibility also benefits
others, including older people
with changing abilities due to
aging. Web accessibility can
encompass all disabilities
that affect access to the Web,
including visual, auditory,
Web accessibility means that
people with disabilities can
use the Web. More specifically,
Web accessibility means
that people with disabilities
can perceive, understand,
navigate, and interact with
the Web, and that they can
contribute to the Web.
Web accessibility also benefits
others, including older people
with changing abilities due
to aging. Web accessibility
can encompass all disabilities
that affect access to the Web,
including visual, auditory,

21. good, bad and ugly
font size

22. www.knowwhatimean.co.uk
Luptat am volutpa
tiscil dunt lore vel
do odoloreet vul-
laore facinim qua-
tionulla feugait
aliquat, consecte
dio odit iustrud
dolorem doluptat-
uero eu feum zzrit
alit praesed diam
quate cor sum zzri-
ure volore molo-
bortio od tat.
Lisim nulla consed
elit augiamc om-
molen dignit aTat-
ueration enim inibh
Exerilit praessit nulland-
rem zzriliquis autpat ulla
amconsecte do commy
nis euguercil ullaore
ex essit, quismodiamet
luptati smodolore tion-
sequam ex ent dolor-
pero eros nis am quat ad
etuer se molessequi bla
con vullandipis ad dolore
minit venisisit vercili-
quis dunt nismodipit
velessecte min henibh
esectet, veliscipit ulla
feugue min velesto ex
exeraestrud molese dolor
sequis aut volesed modo-
lor si el in henim zzrit
acilluptat, quat utpat. Ut
estio consequis eratet
iriusto odolorem do-
lorer sum ea faccummy
nummy num zzrit at aute
er si.
Giam dolobor si. Eriusto
odipis ating ea feugiam
dolorper am ea com-
mySum nim augueratem
Lessed ea faciduissisi blametu
msandreet alisci blam, sis am,
sim dolendit vel el utem irillan-
dio odio dignisi ex er alisis non-
sequipit, vent accumsan ut wisci
bla feum et augiam vel utat,
sustrud tat. Ut niscips uscipisit
nos alit ad digna faccum volore
et eugiam nim veliquisl in henim
in ver iustrud mod molesecte
et, vel dolesto odionsequam,
consequat. Ugiam nismolore tet
dunt in ulputpat iliquissi tem
nulput iliquate dolutpat enim
quissequam ex estie vullaorem
vullaortion vulput atum illa feu
feum veliquisit wis accum dolup-
tat wis elit, quamet utatincil do
doluptat, veliquat praestisi.
Sim do consequi blaortie tat.
Xerat velit nostie dit velisse
quatem inis nim quat. Ut eugait
lumsandip eriure mod magnibh
exeratis alis nulla feum nul-
landre te consectem dip exeraes
sequisl irit utat adit dolenim
vero conulpu tpatie dolor si tat
lutat er accummodolum zzriustie
deliscil doloreet, quis er susci-
dunt lutpatio odolobortin henisl
del iril inciduipisit lorem dunt
ipit la facip eriure commodo-
lenim zzril in ex eugiat.Enis nibh
eugiamcor iuscill uptat, quissit
velisi tin ute faccumm odiHenibh
eum doloreet augiat.
14pt+ good 12pt OK -8pt ugly
type size

23. good, bad and ugly
space

24. www.knowwhatimean.co.uk
good, letter spacing extended by 10%
Uscipis dolorem quat. Lutpat. Duissit aliquis
ex et doloreet wis eugiamet iuscipsum zzrit in
vullamet ullaorero do od te dolor sustrud.
bad/OK, standard spacing depends on font
Uscipis dolorem quat. Lutpat. Duissit aliquis
ex et doloreet wis eugiamet iuscipsum zzrit in
vullamet ullaorero do od te dolor sustrud.
ugly too tight Uscipis dolorem quat. Lutpat. Duissit
aliquis ex et doloreet wis eugiamet iuscipsum zzrit in
vullamet ullaorero do od te sustrud.
ugly too wide or too tight Uscipis
dolorem quat. Lutpat. Duissit aliquis ex
word and letter spacing

25. www.knowwhatimean.co.uk
good Uscipis dolorem
quat. Lutpat. Duissit aliquis
ex et doloreet wis eugiamet
iuscipsum zzrit in vullamet
ullaorero do od te dolor sus-
trud ero odit, vel ullutat ius-
trud tat. Ectem ad et volor
si ex et praessent ullut utem
venim vel ullut ad doluptat.
Equat.
Erci blaore
exeros-
trud eugait iureet er si erat
alisit, quis num zzriure
feum irilit et acin velenim
dolum velit ute dolendrero
odolesequis duis aliscidunt
adio commodit nummod tem
zzrilit ut vulputpat autpat,
quisisi blaortio conullaore
dolobor sectem irit iriuscilit,
consed diam irit am ing el et
bad Uscipis dolorem quat.
Lutpat. Duissit aliquis ex
et doloreet wis eugiamet
iuscipsum zzrit in vullamet
ullaorero do od te dolor sus-
trud ero odit, vel ullutat ius-
trud tat. Ectem ad et volor
si ex et praessent ullut utem
venim vel ullut ad doluptat.
Equat. Erci blaore exeros-
trud eugait iureet er si erat
alisit, quis num zzriure feum
irilit et
acin
velenim
dolum
velit ute dolendrero odolese-
quis duis aliscidunt adio
commodit nummod tem
zzrilit ut vulputpat autpat,
quisisi blaortio conullaore
dolobor sectem irit iriuscilit,
consed diam irit am ing el et
loborperat. Duisi. Ed modo
odolutem quis nullaortion
henim qui tincil duipit niam
ilit praese feum vulpute fac-
cummy niatuer ilit lore do-
lenis molorer cincinibh eriu-
rem zzril utpatetuer suscipit
augiamet, veliqui eugue tin
ugly Uscipis dolorem
quat. Lutpat. Duissit aliquis
ex et doloreet wis eugiamet
iuscipsum zzrit in vullamet
ullaorero do od te dolor sus-
trud ero odit, vel ullutat ius-
trud tat. Ectem ad et volor
si ex et praessent ullut utem
venim vel ullut ad doluptat.
Equat. Erci blaore exeros-
trud eugait iureet er si erat
alisit, quis num zzriure feum
irilit et acin velenim dolum
velit ute dolendrero odolese-
quis duis aliscidunt adio
com-
modit
num-
mod
tem
zzrilit ut vulputpat autpat,
quisisi blaortio conullaore
dolobor sectem irit iriuscilit,
consed diam irit am ing el et
loborperat. Duisi. Ed modo
odolutem quis nullaortion
henim qui tincil duipit niam
ilit praese feum vulpute
faccummy niatuer ilit lore
dolenis molorer cincinibh
eriurem zzril utpatetuer sus-
cipit augiamet, veliqui eugue
tin vulluptat wis dolenim
esequi ting exerci tat. Molor-
eriure vel ulluptat. Lore vel
iure molor adio dolortin esed
dio commolortio eugueraes-
tie dolorercilit prat. Ignisisis
line space or leading
14/20 14/1414/16

26. www.knowwhatimean.co.uk
Rud ero et praesto endre vullums andreet
iusto exercid uipsum quisit wisl dolessim zzrilla
orperostrud dolorpe rcilla feugait prat. Suscin
vel ilisissim doluptat incip endit nonsenit, quat.
Ut dolor ate con utatum non eu faccum autat.
Ut alit la consequipisl ulla faccum zzriliquat wis
eratum dionsequis aut ut amet volore molorti
ncilit augue cortisis alis nis aut irit vent alisim
nonsectem dolor am nibh etumsandipit at luta-
tet lum volortio eu feugait vel diat.
Ut vel ut nullaorem eugiamcor iure feugait,
corperc iduipit praessit la feu feugueriure
feuisim quat lore tisim zzrit vel et aliquip enim
quat amet laore eu feu feugait ad tat luptat
utpat nonumsandre doloreet, commodignim er
ip ea conse esectem zzril esto corpero eui eros
eumsandrem zzriure modit nibh eugiam, volore
exer secte te dolobor iustisit exer sis do odo
odiametum volenisi tis ad minim zzriure dunt
aliquat pratum iliquat. Guer sum dolutatet,
vulla consent ut utpat. Sectem nullam, consequ
ismodol esting euissim dolore feuguer si.
Na faci bla conullutpat, sequi tat. Ilis nonsed
delit loreros nonsed moloboreet lorem in
endigna consequam quipit nosto euismodolore
dignisi smolore dolorem il ulputpatie feum-
modiam quis dit ute facidunt lut numsan ulla
feugait prat ullam quisi.
Ud te conse consequisisl el eugiame tuercil
laorer iustinibh erilit vendion ullaor in venis eui
erit lorpero eraessi.
Putation utet, vullut ad eugiamconse feu fac-
cum zzriure vel ip et adionse quipism odipit
adipit venim quat praestionsed dolutat, vendre
consectet aut accum veliquat eu faccumsan
velit, consenibh ex ero dolutet praessequis acil
doloborer secte tie modolut lorer se tem erosto
coreLa acinim ex eugait, conseniamet lumsand
ipsustrud ent ver acinibh ercipsum quipis estio
del doloboreetue consecte con ex eraestrud
margins or gutter

27. www.knowwhatimean.co.uk
bad and ugly Rud ero et
praesto endre vullums
andreet iusto exercid uip-
sum quisit wisl dolessim
zzrilla orperostrud dolorpe
rcilla feugait prat. Suscin vel
ilisissim doluptat incip endit
nonsenit, quat. Ut dolor ate
con utatum non eu faccum
autat. Ut alit la consequipisl
ulla faccum zzriliquat wis
eratum dionsequis aut ut
amet volore molorti ncilit
augue cortisis alis nis aut irit
vent alisim nonsectem dolor
am nibh etumsandipit at lu-
tatet lum volortio eu feugait
vel diat. Ut vel ut nullaorem
eugiamcor iure feugait,
corperc iduipit praessit la
feu feugueriure feuisim quat
lore tisim zzrit vel et aliquip
enim quat amet laore eu feu
feugait ad tat luptat utpat
nonumsandre doloreet, com-
modignim er ip ea conse
esectem zzril esto corpero
eui eros eumsandrem zzriure
modit nibh eugiam, volore
exer secte te dolobor iustisit
exer sis do odo odiametum
volenisi tis ad minim zzriure
dunt aliquat pratum iliquat.
Guer sum dolutatet, vulla
consent ut utpat. Sectem
nullam, consequ ismodol
esting euissim dolore feu-
guer si.
bad and ugly Na faci bla
conullutpat, sequi tat. Ilis
nonsed delit loreros nonsed
moloboreet lorem in endigna
consequam quipit nosto
euismodolore dignisi smolore
dolorem il ulputpatie feum-
modiam quis dit ute facidunt
lut numsan ulla feugait prat
ullam quisi.
Ud te conse consequisisl el
eugiame tuercil laorer ius-
tinibh erilit vendion ullaor in
venis eui erit lorpero eraessi.
Putation utet, vullut ad
eugiamconse feu faccum
zzriure vel ip et adionse
quipism odipit adipit venim
quat praestionsed dolutat,
vendre consectet aut accum
veliquat eu faccumsan velit,
consenibh ex ero dolutet
praessequis acil doloborer
secte tie modolut lorer se
tem erosto coreLa acinim
ex eugait, conseniamet
lumsand ipsustrud ent ver
acinibh ercipsum quipis estio
del doloboreetue consecte
con ex eraestrud magnim
iriurem inim dolenim vel irit
la consequat loborer cipsusci
ent volor si.
Iqui ea am nostie
feugiam dolortion
eum diat in ute con
henim inibh et, veliquiscip
ero odigna feuisl dolore
minisim quat.
Or si. Tue ex euis niam,
consed dipis et lorperos-
tisl exero et euis nummodo
lestissectet dipisl ulla fac-
cums andrem in ulla feu
faccum iriusci liquis dolor-
peros aliquat. Ibh ea cor sim
adiat adion ut lor sed dolore
dolorem vent praessi.
bad and ugly Unt praeseni-
sisl er sum ver susto conse-
quat ute tet aut verostrud
tet ad moloreriusci tem il
utat vel duis dit ad ex et,
quam dolore volenim zzrit
luptat, velismo dolorpe
rciliqu ismolortie ea com-
mod magniam, commodigna
feuipit dolore velese dunt
utat. Ut lore tie ex elisi erci
blaor at adigna acip euisism
odolor susci bla atem eu-
gueriusto dolore do diat.
bad and ugly Ud magna
feugiat il eriure te volenis-
cilla consed mod tat, sum
quat dolortie commod et nim
quamet euisciduis acin henit
alis nonsequi ero od dolor
ilisl ut am, susto exer aliq-
uam, sequipit vulluptat vero
et lam, velit, corem veliquat,
quatumm olobor sit ad ex-
eraes seniam iriustin henim
zzrit euis accumsan ercil
inim iusci erilit vent nissed
magnis nulputpate magniam
ercillamet vel dit num zzrit
ad del dolore facilisim velis
alit vercill aorperit wisisi.
Ectem qui tie ver ipsustrud
ea aute vulluptatem dipis
ero od enim dolum quat
veniam atum venim velis
nonsectem illan utpat ullan
eriusto dio eum vullandrem
aliquisi.
Nullam, volor ad eleniam
conulput praessequis dolum-
my nos aliquamet lore cor
aliquat lore magnismodiam il
essit adio consequamet, si.
Ipis euis nonsequisi. Nonse
modit, con eriureet am ex-
ero ese eu facing euis nulput
nulla conse feuguer aese-
quipsum iure ming eugait,
qui et, velisim init nit ad tin
vent ing exeril in hent ea
commod tet, suscinc iduisi
tem quamconsed elessen
dignim accum ero dolorem
ipit am, quam veros ad el
iusto do cor sum quam quis
doloreratuer sit ipisi.
bad and ugly Cum zzriuscip
elit niam numsa sequi-
sim vel iure dolorerat.
Ustrud modolessis
margins or gutter

28. good, bad and ugly
paragraphs

29. www.knowwhatimean.co.uk
line space = good
Rud ero et praesto endre vullums
andreet iusto exercid uipsum quisit wisl
dolessim zzrilla orperostrud dolorpe
rcilla feugait prat. Suscin vel ilisissim
doluptat incip endit nonsenit, quat. Ut
dolor ate con utatum non eu faccum
autat.
Ut alit la consequipisl ulla faccum zzrili-
quat wis eratum dionsequis aut ut amet
volore molorti ncilit augue cortisis alis
nis aut irit vent alisim nonsectem dolor
am nibh etumsandipit at lutatet lum
volortio eu feugait vel diat.
Ut vel ut nullaorem eugiamcor iure
feugait, corperc iduipit praessit la feu
feugueriure feuisim quat lore tisim zzrit
vel et aliquip enim quat amet laore eu
feu feugait ad tat luptat utpat nonum-
sandre doloreet.
Commodignim er ip ea conse esectem
zzril esto corpero eui eros eumsandrem
zzriure modit nibh eugiam, volore exer
secte te dolobor iustisit exer sis do
odo odiametum volenisi tis ad minim
zzriure dunt aliquat pratum iliquat. Guer
sum dolutatet, vulla consent ut utpat.
Sectem nullam, consequ ismodol esting
indent = OK/bad
Na faci bla conullutpat, sequi tat. Ilis
nonsed delit loreros nonsed moloboreet
lorem in endigna consequam quipit
nosto euismodolore dignisi smolore
dolorem il ulputpatie feummodiam quis
dit ute facidunt lut numsan ulla feugait
prat ullam quisi.
Ud te conse consequisisl el eugiame
tuercil laorer iustinibh erilit vendion ul-
laor in venis eui erit lorpero eraessi.
Putation utet, vullut ad eugiamconse
feu faccum zzriure vel ip et adionse
quipism odipit adipit venim quat praes-
tionsed dolutat, vendre consectet aut
accum veliquat eu faccumsan velit, con-
senibh ex ero dolutet praessequis acil
doloborer secte tie modolut lorer se tem
erosto coreLa acinim ex eugait, conseni-
amet lumsand ipsustrud ent ver acinibh
ercipsum quipis estio del doloboreetue
consecte con ex eraestrud magnim iri-
urem inim dolenim vel irit la consequat
loborer cipsusci ent volor si.
Iqui ea am nostie feugiam dolortion
eum diat in ute con henim inibh et,
veliquiscip ero odigna feuisl dolore
minisim quat.
Or si. Tue ex euis niam, consed dipis
et lorperostisl exero et euis nummodo
lestissectet dipisl ulla faccums andrem
run on = ugly
in ulla feu faccum iriusci liquis dolorper-
os aliquat. Ibh ea cor sim adiat adion ut
lor sed dolore dolorem vent praessi.
Unt praesenisisl er sum ver susto
consequat ute tet aut verostrud tet ad
moloreriusci tem il utat vel duis dit ad
ex et, quam dolore volenim zzrit luptat,
velismo dolorpe rciliqu ismolortie ea
commod magniam, commodigna feuipit
dolore velese dunt utat. Ut lore tie ex
elisi erci blaor at adigna acip euisism
odolor susci bla atem eugueriusto
dolore do diat.
Ud magna feugiat il eriure te volenis-
cilla consed mod tat, sum quat dolortie
commod et nim quamet euisciduis acin
henit alis nonsequi ero od dolor ilisl ut
am, susto exer aliquam, sequipit vul-
luptat vero et lam, velit, corem veliquat,
quatumm olobor sit ad exeraes seniam
iriustin henim zzrit euis accumsan ercil
inim iusci erilit vent nissed magnis
nulputpate magniam ercillamet vel dit
num zzrit ad del dolore facilisim velis
alit vercill aorperit wisisi.
Ectem qui tie ver ipsustrud ea aute vul-
luptatem dipis ero od enim dolum quat
veniam atum venim velis nonsectem
illan utpat ullan eriusto dio eum vul-
landrem aliquisi.
paragraph spacing

30. good, bad and ugly
alignment

31. www.knowwhatimean.co.uk
good range left
no hyphenation
Magna acidunt iusto con veniscipit
laorper iusto commod magnit la
feu feuisciduis del dolorper inismod
oluptatum nostisit aliquiscin heniat,
si. Duipis erit nit nullamcon henim ad
molore volenim dolorpe rostinis ad delit
endipit pratisl irilissed magnit illan et do
ea at. Rud enim nim doloborem ing ex
elit lortionulput veniat, sustio conulla
commolutat.
Ut lam autat ex el eu feugiat inciliquat.
Duisisi tatum velent nulla facilla con
ullaortinit num diatuerci blamcommod
dolorper sim nos nullaorem amet ipit
luptat. Lore dunt at. Ut praesto eum dolor
sum iuscin essequi smolor alit at. Ullaor
sumsan ulputetum autat, consectem
eugait il diam vercil exerit adit nim zzrit
irit ut wisim dolorer sum ing ex eum
etummy nulla feu feu feummod tem
eugait vel exeriliquat. Ut la accum erostio
esectet alit lobor sequi tat exeriusto
coreetummy nonum zzriliquis at.
In ut loborpero consed dignibh ea
feumsan henim delisi. Wis adiam, consed
do euismod ignismo dolobore ming et la
facil dunt la facipisl ut wis ea feuguercip
eros num ing ercincil eraese tat vent adio
odoloborem voleseq uations equisi.Put am
dolessim vullam delis num acilit, commy
nullumsan ullan volortisi. Ismolor at.
Uptatio nsequate euissi. Ibh ero cortinisl
ipsuscilla feugiamet iure magna feumsan
hendre deleniat. Nostrud tinim delit lore
bad range left
plus hyphenation
Magna acidunt iusto con veniscipit laorp-
er iusto commod magnit la feu feuisciduis
del dolorper inismod oluptatum nostisit
aliquiscin heniat, si. Duipis erit nit nul-
lamcon henim ad molore volenim dolorpe
rostinis ad delit endipit pratisl irilissed
magnit illan et do ea at. Rud enim nim
doloborem ing ex elit lortionulput veniat,
sustio conulla commolutat.
Ut lam autat ex el eu feugiat inciliquat.
Duisisi tatum velent nulla facilla con ul-
laortinit num diatuerci blamcommod do-
lorper sim nos nullaorem amet ipit lup-
tat. Lore dunt at. Ut praesto eum dolor
sum iuscin essequi smolor alit at. Ullaor
sumsan ulputetum autat, consectem eu-
gait il diam vercil exerit adit nim zzrit irit
ut wisim dolorer sum ing ex eum etum-
my nulla feu feu feummod tem eugait vel
exeriliquat. Ut la accum erostio esectet
alit lobor sequi tat exeriusto coreetummy
nonum zzriliquis at.
In ut loborpero consed dignibh ea feum-
san henim delisi. Wis adiam, consed do
euismod ignismo dolobore ming et la facil
dunt la facipisl ut wis ea feuguercip eros
num ing ercincil eraese tat vent adio od-
oloborem voleseq uations equisi.Put am
dolessim vullam delis num acilit, commy
nullumsan ullan volortisi. Ismolor at. Up-
tatio nsequate euissi. Ibh ero cortinisl ip-
suscilla feugiamet iure magna feumsan
hendre deleniat. Nostrud tinim delit lore
et dunt aut wis aciniscin ut dolortie dit ul-
ugly justified
plus hyphenation
Magna acidunt iusto con veniscipit laorper
iusto commod magnit la feu feuisciduis del
dolorper inismod oluptatum nostisit aliq-
uiscin heniat, si. Duipis erit nit nullamcon
henim ad molore volenim dolorpe rostinis
ad delit endipit pratisl irilissed magnit illan
et do ea at. Rud enim nim doloborem ing
ex elit lortionulput veniat, sustio conulla
commolutat.
Ut lam autat ex el eu feugiat inciliquat.
Duisisi tatum velent nulla facilla con ul-
laortinit num diatuerci blamcommod do-
lorper sim nos nullaorem amet ipit luptat.
Lore dunt at. Ut praesto eum dolor sum
iuscin essequi smolor alit at. Ullaor sum-
san ulputetum autat, consectem eugait il
diam vercil exerit adit nim zzrit irit ut wi-
sim dolorer sum ing ex eum etummy nulla
feu feu feummod tem eugait vel exerili-
quat. Ut la accum erostio esectet alit lo-
bor sequi tat exeriusto coreetummy non-
um zzriliquis at.
In ut loborpero consed dignibh ea feumsan
henim delisi. Wis adiam, consed do euis-
mod ignismo dolobore ming et la facil dunt
la facipisl ut wis ea feuguercip eros num
ing ercincil eraese tat vent adio odolo-
borem voleseq uations equisi.Put am do-
lessim vullam delis num acilit, commy nul-
lumsan ullan volortisi. Ismolor at. Uptatio
nsequate euissi. Ibh ero cortinisl ipsuscil-
la feugiamet iure magna feumsan hendre
deleniat. Nostrud tinim delit lore et dunt
aut wis aciniscin ut dolortie dit ullaor il di-
alignment

32. good, bad and ugly
line length

33. www.knowwhatimean.co.uk
line length
Text becomes easier to read the shorter the line
length. 8-10 words or 50-60 characters. This will
depend on the font you use and the size it is used.
A line of text should contain no more than 10-12 words or 62-70
characters. This will depend on the font you use and the size it is
used.
Long lines of text become difficult to read especially. Yhe worst combination is long
lines of text and long paragraphs. Tem delendit lutat vullaore et, sequis dit iriusto odi-
am, quamet lor atisse voluptatum dolortio enim vel iriure tem del ex ea adigna conum
nonse magnisim quam, consequis eliquate et vel eril dolorem dip eugait landrer ci-
duisi. Ut lum quisismodip ero ea feu facidunt at. Ut inismod molor accummo lorerit,
velisim velis adiat irit ipsusto odipsum vent autat, vullaore exero dunt lobor suscin
velessi. Esenim auguerostrud dolorer aestrud tionulluptat numsan erat la corer senibh
eum vel ea alisit voloboreet, veliquat el erat, vulputet dio conseniam, vero odiat.

34. good, bad and ugly
headings

35. www.knowwhatimean.co.uk
using headings
The Main heading
Lisis acilissim vulla alisl iliquamconse
min et la aliquipsusto od tinit
praesent lobore tio odolobo rercilla
acillaore feugiat lut velesen
ismolorem incidunt lorper irit aut ilis
esed ea feuisim quatum quatie tem
veros num ero erci esed te magna
feuguer susto duip et et in ut utat.
Level 2 heading
Ure magna aut la consequam, quisi
blan hendipit vulputat, consequi
tinim aut alis nisis nos dit acinim
ip el el irit prat. Nostini smodiat
vullaore feuis essed dipiscil el ut
dolore et del utet prat la feugait ut
nosto dolor am, corperc ipsusci blan
ulluptatue magna consequat, volorpe
The main heading
molore dion hendion ullaore magna
feugiatem quipit accum eugue feuis
dolortion veniatie magna consed
modo et utpat, velit prat. Duis
dion veros num volorperate magna
commy nullum veliquat. Ut esectet
luptat. Ut dolummod tet vel inim
dunt luptat del iniatue diamconsenis
at, velisl ing endigna feugait do erat.
Level 2 heading
Or se feugiam qui blaortio eraesed
molut landipit adipis alit ea
feumsandit ad tis ad magna conum
volobor tionulla aliquisl ulput ilisseq
uatet, commoleEd magnis alit autet
prate tie dolore consequipit wis
nim doluptat, vel ulla consectem ad
diamet iureet wisi blandio nsequis
adigna facilit del exercin cillandit

36. good, bad and ugly
colour

37. www.knowwhatimean.co.uk
working with colour
Adit nos am, vulla ad te cor sequamc ortionsequis
aliquipsum nim volor secte faciliquat, sit amconullam,
sustionulla facidui el eraessequis non ut nostion el
ulla autem augait incipit vel ut dunt ver sumsandigna
accumsan ea commy nim iliquam zzriliquisi. Gue
dolesseniat. Guero corpero odolore tatis adit luptatem
ametueros duisi. Adit nos am, vulla ad te cor sequamc
ortionsequis aliquipsum nim volor secte faciliquat,
sit amconullam, sustionulla facidui el eraessequis
non ut nostion el ulla autem augait incipit vel ut dunt
ver sumsandigna accumsan ea commy nim iliquam
zzriliquisi. Gue dolesseniat. Guero corpero odolore
tatis adit luptatem ametueros duisi.

38. www.knowwhatimean.co.uk
working with colour
try not to use light
coloured text, it is very
difficult for some people
to see and read try not to
use light coloured text, it
is very difficult for some
people to see and read

39. www.knowwhatimean.co.uk
working with colour
try not to use
coloured text on a
coloured background
unless there is a high
level of contrast -
at least 60%

40. www.knowwhatimean.co.uk
working with colour
it’s a good
idea to avoid colour
combinations that create
the optical effect called
halation also known
as overglow
halation

41. good, bad and ugly
pictures

42. www.knowwhatimean.co.uk
using pictures
try not to use text on
top of an image try not
to use text on top of an
image try not try not
to use text on top of an
image try not to use text
on top of an image try

43. www.knowwhatimean.co.uk
using pictures
Nullutpat praestio od exercip
et, core diam zzriure venis
alis diam alit venit er ip ex
ea con henis dolortio commy
numsandrem at la feuisim
ing er ing eugue dio dolor
sequat augue ex ent iriure dio odolobore delisl
utpatie dolore feum dit aliquip ismodo et velit
vel dolor in ut nit alismolum quamcon ulpute
magnit la commy nostin ut adit wis augueri
ustisim enim vel et delendignim nit ut il exeros
nosto od mod tat.
Lessi bla facilisl
eummodolor sed dui tin
volortisi te magniamet
nos ercidunt nulluptat
voloborperat la commy non
utpatie dolutem iustrud
esto odolendrem diam, commodipis at. Luptat,
vel do od dolore molore dolor inim quam zzrilit
augiametuero odipis acidunt ullum veliqui blan
erosto odolut lortie doloreetue dolortisi endre
magna aciniamet loborper sequip et
nostisc ipsusto con venim ercidunt
venim ipis nullaoreet nostin.
Wis dolortie tie conse dolorercil ip
ex enis aliquis augue endre volor at
vullametuer irit, sequat, si.
Orer ing eum irit ver iurem
dolobortisi bla cor at wisl ipis nummy
nos nonsent iurem quam quisit ute
vel iure feugiam, quis dipit am quat.
Ommod tat, secte diamet, commy
nos adipismod tem zzrilit volore
esed dio consecte etue magna
faccum quipsustinis auguerci te

44. www.knowwhatimean.co.uk
using pictures
Nullutpat praestio od exercip et, core
diam zzriure venis alis diam alit venit
er ip ex ea con henis dolortio commy
numsandrem at la feuisim ing er ing
eugue dio dolor sequat augue ex ent
iriure dio odolobore delisl utpatie dolore
feum dit aliquip ismodo.
Elit vel dolor in ut nit alismolum quamcon
ulpute magnit la commy nostin ut
adit wis augueri ustisim enim vel et
delendignim nit ut il exeros nosto od
mod tat.
Lessi bla facilisl eummodolor sed dui
tin volortisi te magniamet nos ercidunt
nulluptat voloborperat la commy non
utpatie dolutem iustrud esto odolendrem
diam, commodipis at. Luptat, vel do od
dolore molore dolor inim quam zzrilit
augiametuero. A caption is often a good idea

45. www.knowwhatimean.co.uk
using pictures
Nullutpat praestio od exercip et, core diam zzriure venis
alis diam alit venit er ip ex ea con henis dolortio commy
numsandrem at la feuisim ing er ing eugue dio dolor
sequat augue ex ent iriure dio odolobore delisl utpatie
dolore feum dit aliquip ismodo.
Elit vel dolor in ut nit alismolum quamcon ulpute magnit
la commy nostin ut adit wis augueri ustisim enim vel et
delendignim nit ut il exeros nosto od mod tat.
Lessi bla facilisl eummodolor sed dui tin volortisi te
magniamet nos ercidunt nulluptat voloborperat la
commy non utpatie dolutem iustrud esto odolendrem
diam, commodipis at. Luptat, vel do od dolore molore
dolor inim quam zzrilit augiametuero.
Em illaore tie tet, quismol oreet, sustis el iusci tis nos
nulputat num velismolor sed minim illaoreet dolorercin
ullummolorem il dit nummy nullum eliqui tat laorem
veratum dolobor iniam quam, quat autpat ipisi. Reet ad
tatin vullaorper sequis nulputat laore modigna aliquis

46. www.knowwhatimean.co.uk
top tips
 plain English first....
 sans serif not serif
 bold or colour not italic
 keep text size to a 12 pt minimum
 letter spacing 10% extra
 leading 120% minimum (14/20)
 wide margins and column spacing
 a line space between paragraphs
 keep paragraphs short
 align left without hyphenation
 short line lengths 8-10 words or 50-60 characters
 keep headings clear wth space before and after
 try not to use light coloured text
 try not to use low contrast colours
 don’t use images in the background
 embed images in text where possible
 use captions to floating images

47. www.knowwhatimean.co.uk
thanks and goodbye
thanks and goodbye
thanks and goodbye
thanks and goodbye
thanks and goodbye
thanks and goodbye
thanks and goodbye