The document discusses various typography concepts including: 1) Typefaces have families and styles, and are measured in points. Column widths should match type size. 2) Readability is affected by alignment, capitalization, leading, and indentation. Sans serif, serif, small caps, and other styles have different uses. 3) Effective typography considers contrast, readability, and appropriate use of styles like bolding, justification, and script. Headlines require close attention.

1. MODULE 16: TYPOGRAPHY

2. Categories of typefaces share similar
characteristics.
Typefaces have families.
Type is measured in points.
Column widths should be in proportion to type
size.

3. ADISTINCTIVE | The sans serif letter (left) is streamlined; the serif letter (right) sports tiny brackets.
A

4. Readable type communicates content clearly.
The alignment of type affects readability.
Paragraph indentations should be consistent.

5. This is 36-point Times
This is 36-point Times Italic
This is 36-point Times Bold
This is 36-point Times Bold Italic
This is 36-point Helvetica
This is 36-point Helvetica Italic
This is 36-point Helvetica Bold
This is 36-point Helvetica Bold Italic
TYPEFACE FAMILY/STYLES | Times is a popular serif font. Helvetica is a popular sans serif font.

6. TYPOGRAPHIC ANATOMY | The height of typography measured from the ascender to the descender.

7. With his head in his hands and the
sweat coming down his face,
sophomore Brandon Gonzales knew it
was all worth it when he placed third
in the district race. He finished with a
time of 20:06 to lead the junior varsity
team.
With his head in his hands and the
sweat coming down his face,
sophomore Brandon Gonzales knew it
was all worth it when he placed third
in the district race. He finished with a
time of 20:06 to lead the junior varsity
team.
NORMAL LEADING EXPANDED LEADING
LEADING | The space between lines of typography is measured in points.

8. THIS IS SMALL CAPS
this is lower case
This is sentence style
THIS IS ALL CAPS
CAPITALIZATION | Some styles are best used for primary headlines, not for stories and captions.

9. With his head in his hands and the
sweat coming down his face,
sophomore Brandon Gonzales knew it
was all worth it when he placed third
in the district race. He finished with a
time of 20:06 to lead the junior varsity
team.
With his head in his hands and the
sweat coming down his face,
sophomore Brandon Gonzales knew it
was all worth it when he placed third
in the district race. He finished with a
time of 20:06 to lead the junior varsity
team.
With his head in his hands and the
sweat coming down his face,
sophomore Brandon Gonzales knew it
was all worth it when he placed third
in the district race. He finished with a
time of 20:06 to lead the junior varsity
team.
With his head in his hands and the
sweat coming down his face,
sophomore Brandon Gonzales knew it
was all worth it when he placed third
in the district race. He finished with a
time of 20:06 to lead the junior varsity
team.
JUSTIFIED ALIGN LEFT
CENTERED ALIGN RIGHT
ALIGNMENT | Don’t always use justified alignment for stories and captions. Consider align left for variety.

10. Several techniques create contrast.
Headlines and captions require close attention.
Body copy should be easy for the reader to read.

11. A BOLD STATEMENT | For contrast, two sizes of this bold font are used for a powerful primary headline.

12. A LITTLE IS A LOT | When using script, restraint is the key to effective communication.

13. CLASSIC | Restrained typographic use doesn’t mean the design has to be boring.

14. MODULE 16: TYPOGRAPHY