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What is Typography?
Typography is the art and techniques of arranging type
The arrangement of type involves:
Font = Typeface
A font is a specific set of typographic
characters that are designed to work
together
Fonts also referred to as typefaces
Typefaces
Is a set of letterforms, numbers, and
symbols unified by a common visual
design.
abcdefghijklmnokprstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 !@#$%^&*()_-+::,.
Condensed / Extended
Condensed: Faces that are taller than usual in
proportion to their width.
Extended: Faces that are wider in proportion to
their height.
Here is an example of Arial Condensed
Bold
Here is an example of Arial Roman Bold
Here is an example of Arial Extended Bold
Font families
Font families are
important because
they give designers
a variety of choices
while still remaining
consistent.
Good typefaces
usually come with a
variety of weights, as
well as italicized and
condensed weights.
QuickTime and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
Sans-serif typefaces work well for titles and other brief bodies of text
that require greater attention. The most commonly used sans-serif
font is Helvetica
Typesize
Typesize is generally used to rank text into
levels of importance:
Headline (also called heading)
Subheading
Bodytext (main copy text)
Type Size
Small point sizes size such as 6,
8, 9, 10, 11 and 12 are considered
body text sizes, whereas larger
point size such as 15, 18, 20, and
higher are considered headlines
or display size.
Type weight
Text set in three different weights of the same typeface
ARIAL LIGHT
ARIAL REGULAR
ARIAL BOLD
UPPERCASE
lower case
Ascenders (parts of a character which ascend above its x-height - upper staff of a lower case b,d,t etc )
Descenders (parts of a character which descend below its x-height - lower tail of a g or y etc.)
X-height
Base line
Legibility
Legibility is concerned with how easy it is to
distinguish individual letters.
The simpler a type design is, the more legible it is.
So why do less-than-legible typefaces even exist?
Because typeface designers love to create unique and
distinctive designs, of course. While it is generally better
to always choose a legible type, there are times when
distinctiveness may be more important than legibility. For
example, when selecting a font for a unique and
distinctive company logo.
Legibility tolerances
The designer must remember that their own
ability to decipher text that is presented in a
particular font may not be the same as the ability
of others who will be trying to read the text.
Identify and evaluate the legibility tolerances of
your target audience. Older and conservative
audiences are usually less tolerant of difficult-toread fonts than younger progressively minded
audiences
Readability
Readability refers to the ease with which a
reader can scan over paragraphs of type.
In other words, how easy it is to read!
While legibility is basically dependent on
the typeface design, readability is
dependent on the manipulation or
handling of the type. A highly legible
typeface can be made unreadable by poor
typographic design.
Readability Rules
Avoid Capitals
Use a suitable point size
Dont use a line too long or too short
Create even word spacing
Create even letter spacing
Think about the background
Apply appropriate line spacing (leading)
Readability
Readability
READABILITY
Words set in upper and lower case form recognizable shapes,
making them easier to read than the rectangular shape that
formed by words set in all caps
Leading
Leading, or line spacing, is the space between
lines. (Distance from baseline to baseline)
Leading
Pronounced ledd-ing, the name comes from the
lead strips placed between lines of text in the
days of metal type.
The font style (each typeface has a different x-height and requires therefore diff. leading)
The Type size (Type set at very small sizes, say 8 point or below, may require extra leading)
The length of your text columns (Long lines of text may require extra leading)
Headlines may require negative leading, where type actually (or almost) overlaps.
If the lines are set too closely together, type on one line interferes
with type on another line.
Where leading is set to the same point size of the copy, it is referred
to as 'set solid'. Although text set solid is often entirely legible, large
blocks of text set solid are tiring to read. Where possible, you should
add at least 2 points of leading to your body copy. For example, for
9pt type choose 11 pt leading.
Line Length
If lines are too long, the reader will lose track as
the eye has difficulty in returning to the start of
the next line.
Lines that are too short are hard to read
because sentences are broken up too much. If
you must set lines short, then choose a small
fonts size. Don't justify the type, and avoid
excessive hyphenation.
Alignment
Alignment is the organization of a block or
columns of type via a vertical axis.
Different alignments alter the readability of
text, as well as the composition of the
information. Types of alignment include
left alignment, right alignment, and force
justified (as shown).
Alignment
Left aligned
Left edge is hard and
right edge is soft
Right aligned
Justified
even edges on both left and right
(straight-edged columns)
Centered
centered text is symmetrical
Kerning
Tracking
Tracking = Letter Spacing
Tracking adjusts the space between all
selected letters.
Tracking is usually used to space equally
between all the letters
Tracking can be adjusted to create visual
interest with a word or group of words as a
headline or title
TRACKING EXAMPLE..
Tracking is often used to create whitespace in a design. With loose
tracking, text appears less dense. Wide letterspacing in short
amounts of text such as headline or a name can seem stylish and
sophisticated
Typographic Hierarchy
Choose your primary typeface wisely. Select a legible type family with enough
weights to give you options.
Use a contrasting typeface. If your primary typeface is a serif design, a contrasting
sans can often work well to help prioritize information. Dont use more than two
families; more runs the risk of making your design too busy.
Vary size. Changing the point size will draw attention, but be sure to make it
noticeable. A one-point change wont create enough contrast; try two points or more.
Use all caps. In small doses, all cap settings work well for brief emphasis, especially
for subheads and column headings. Use all caps sparingly, though text in all caps
loses readability after more than a few words.
Incorporate italics. Using italics is a great way to achieve subtle emphasis,
particularly for bylines, captions and within blocks of copy.
Take advantage of small caps. If your typeface has true-drawn small caps, use
them! Theyre terrific for highlighting specific elements when you have a lot of
information to prioritize and dont want to change type families.