Learn more About Typography Art Technique

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Practical Typography
“Rule the Typography”
By Ravi Bhadauria
ADMEC MULTIMEDIA INSTITUTE
www.admecindia.co.in
#9811-818-122...

Typography Defined
• Typography is the art of designing typefaces
and printing with type.
• Typography is means by which w...

Why Typography so Important?
• Typography is fundamental to good graphic
design.
• Typography is important in the designin...

Moods & Functions of Typefaces
• If you seek a feminine mood,
then you might use Isadora
• For something comical,
consider...

A Few Definitions
• Type family- a number of different fonts
based on the same fundamental design.
• Type series- the many...

Classification of Typefaces
• There are several systems for classification of
typefaces, but the various systems have
elem...

Attributes of Typefaces
In order to classify
typefaces, we need
some system like
taxonomy as in
biology.
On the right hand...

Classification of Typefaces
– Roman/ Serif
– Egyptian
– Sans Serif
– Script
– Dingbats/ Symbols
– Black Letters
– Fantasy
...

Category I: Roman Typefaces
• Roman typefaces get their name from the fact
that their designs are based on letterforms
use...

The Pantheon (118-128) in Rome, dedicated to
the 12 Olympian gods. Note the typeface on the plinth.

Another view of the Pantheon. Note the serifs. Also
note that there are no lowercase characters.

Example of a Roman Typeface
• This is Times New Roman, a typical roman
typeface
• It appears in many computer programs
• I...

Classification of Roman Typefaces
• Most typographers, including Craig, divide the
roman typefaces into three categories
•...

Old Style Roman Type
• Old style roman typefaces date from the late
15th century, more than 500 years ago
• They are chara...

Example: Garamond
• Garamond is an old style typeface originally
credited to French typographer Claude
Garamond, who died ...

Blow froggie
Example of Garamond illustrating
that the capital “B” is shorter than
the lowercase “l”.

ToyGaramond: Note the rounded
serifs and gradual curves
between the main strokes and
the serifs; also note stress.

Transitional Roman Type
• Now that we have finished examining in
detail an oldstyle roman typeface, let’s turn
to a transi...

Example: Baskerville
• Modern roman typefaces are not really
“modern”, but evolved in the 18th century
• They were conside...

ToyBaskerville: Note the serifs are
almost squared off; note also the
lack of stress and greater contrast
than in the olds...

Modern Roman Type
• Modern roman typefaces are not really
“modern”, but evolved in the 18th century
• They were considered...

Example: Fenice
• This is an example of Fenice
• Note that the contrast between thick and
thin strokes is even greater tha...

ToyFenice: Note the extreme contrast
between thick and thin strokes.
Also note the vertical stress.

Category II: Egyptian Typefaces
• Egyptian typefaces are notable for their
prominent, square serifs
• Because of these lar...

Example: Century
• Century is excellent example of a refined
Egyptian typeface. It was designed in 1894
for Century magazi...

Toy
Note that the serifs are
like slabs.
Century: Because of the
large x-height, some leading
is required.

Category III: Sans Serif Typefaces
• “Sans” is French for “without”, so “sans
serif” means “without serifs”
• As a group, ...

Example: Helvetica
• Helvetica was introduced by the Haas
type foundary in 1957
• It has a large x-height and narrow
lette...

ToyExample of Helvetica. Note the narrow letters,
large x-height, lack of contrast and lack of
stress.

Category IV: Scripts
• Scripts are designed to look like handwriting
• This one is called Isadora
• Some typographers clas...

Category V: Miscellaneous
• In this category go all those typefaces that
do not fit into the first four categories
• The f...

Example: Bauhaus
• bauhaus was a revolutionary typeface
designed in germany around 1920
• it was “revolutionary” because i...

Rules of Thumb
Seriously there are some
rules of thumb to make easy
typography to you to
understand!. Whatever I
have lear...

Rule 1
Don't use more than two type styles (races) on a
page. If you use more than one type style, be
sure the styles you ...

Rule 2
• Don't use more than one type family from one
style on a page. For example, DON‘T use
Times and Palatino on the sa...

Rule 3
Use as many members of the same family as
you'd like on a page. They will AL-WAYS work
well together and never clas...

Rule 4
Line lengths should be about 60-65 characters
long. Bigger types need longer lines while
smaller types need shorter...

Rule 5
If you can adjust the leading, make it about 1.25
times the type size (in most cases).
If you can adjust the leadin...

Rule 6
• Don’t use drop shadows on text.

Rule 7
Widows and Orphans
A widow is a short line or
single word at the end of
a paragraph. An orphan is
a word or short l...

Rule 8
• Don't use short justified lines unless you're
prepared to spend time hyphenating words to
remove rivers and lakes...

Rule 9
• Don't put too much text on a page. Let there
be pleasant margins.

Rule 10
Resist the
urge to set
lines on
angles.
Unless
you're an
excellent
designer,
these tricks
seldom
work.

Rule 11
Just because your computer can do something
doesn't mean you should!

Rule 12
Provide at least
3/8" white space
around the page.
Your copier or
printer may need
this space for
mechanical
reaso...

Rule 13
Don't use full lines of uppercase type, especially
if you are using text or script type or an italic
family member...

Rule 14
Long lines of text are hard to read. Generally, a
line should have 55 to 60 characters, or 9 to 10
words. Try mult...

Rule 15
White space
on the page
makes your
document
cleaner-
looking and
easier to
read.

Rule 16
Use indents
and bullets to
highlight
important
points. Use
headings and
subheadings
to help your
readers find
the
...

Rule 17
• Avoid using more than two type families on a
page. Generally one serif and one sans serif
make a nice mix. Using...

Rule 18
Use italics or bold
to highlight words
and phrases,
rather than using
all uppercase. All
uppercase is hard
to read.

Rule 19
• Left justification
can be easier to
read and looks
less formal than
full justification.
Pick the
alignment optio...

Rule 20
Graphs, pictures,
and charts add
interest to your
documents and
clarify your text.
Horizontal and
vertical lines c...

Rule 21
Alignment
Please don’t just throw everything center aligned (unless that’s a deliberate
design decision). Think ab...

Thanks
Can you rule typography now!
ADMEC MULTIMEDIA INSTITUTE
C-7/114, 1st Floor, Sector-7, Rohini
Delhi- 110085
www.adme...

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