The document discusses how typography and typefaces can influence readability and convey personality and tone. It recommends limiting the number of typefaces used, choosing typefaces appropriately based on content, and coordinating choices between reporters, copy editors, and designers. Examples are given of how typefaces can frame content and influence perceptions of a newspaper's intended audience. Resources for identifying typefaces are also provided.

1. Type Speaking
Taking care of the facial expression of your publications
Qingjiang Yao, Ph.D.
Department of Communication Studies, FHSU

2. The Power of Type
 Influencing
Readability

3.  Showing personality – which doctor do you trust
more? Why?

4. What type of city is this newspaper
published in?
The City Daily
The City Daily
The City Daily
The City Daily
The City Daily

5. Compare the Types

6. A Little Bit Theory--Framing
 Everything is framed
 Journalism major framing devices: sources,
wording, typography…
 Why type speaks more effectively?– it is
unexpected

7. Learn to Use Type
 Typefaces

8.  Type styles

9. Study Other Newspaper’s
Typography
 www.identifont.com
can help you to find
out the fonts

10. Final Suggestions
 Limit the number of typefaces
 Restrain from tempting to use fancy typefaces
 Use serif and sans serif type appropriately
 Choosing typefaces that reflect the mood or quality of
the product (coordinate reporter, copy editors, and page
designers)