2What is “Typography?”The study and “process” of typefaces, and the art and technique of printing“Study”Legibility or readability of typefaces and their layoutAttractiveness of typefaces and their layoutFunctionality and effectiveness of typefaces and their layoutHow a typeface/layout combo “enhances” or “honors” content“Process”Artistic composition of individual typeSetting and arrangement of type
3Goals of typographic design Typography plays an important role in how audiences perceive your document and its information.Good design is aboutcapturing your audience’s interest andhelping your audience gather information quickly and accurately.Typography creates relationships between different types of information, both organizing this information and keeping it interesting.
4TypefaceEach design has a name and is intended to convey a specific feeling. There are basically three types of faces: serif, sans serif, and script.Example TextSerif: has lines, curves, or edges extending from the ends of the letter.Sans Serif: is straight-edged or without lines.Script: looks like handwriting.(Serif)
5FontDefinition: A font is a specific member of a typeface family such as roman, bold, or italic. Changing the size also changes a font.EXAMPLE:Arial: abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzEach set includes upper- and lowercase letters, numerals, and punctuation.
7Legibility and font families OnlinePrintSerifs create distinctions between characters (uppercase “I” and lowercase “L” )Appears blurryHelps the reader follow text easilySerif fonts have contrasting strokes and linesHelps move reader’s eye character to characterSans serif fonts have uniform strokes throughoutHelps readers easily read textMakes words in a sentence hard to followStrokeLineFor body text displayed in print, it’s often best to use a serif font. Serifs help create distinctions between characters, such as between upper case “I” and lower case “L.” However, with online text (which appears at a lower resolution), serifs may make text appear blurry.Serif fonts also have strokes and lines that contrast, which help readers’ eyes move from character to character.Examples of serif font families include Garamond, Times, Palatino, and Georgia.Sans-serif fonts, like Tahoma, often have uniform strokes throughout. With print, audiences can find these hard to follow. With online, audiences may find sans-serif fonts easier to read.77
8Some Typeface Examples Quick brown foxes jump – Arial BlackQuick brown foxes jump - Times New RomanQuick brown foxes jump - Bookman Old StyleQuick brown foxes jump - Courier NewQuick brown foxes jump - Trebuchet MSQuick brown foxes jump - Comic Sans MS - Webdings
9Size This is 48 point type. This is 36 point type. Definition: Font size generally refers to the height of the font, usually measured in points.There are 72 points to an inch.This is 10 point type.This is 12 point type.This is 18 point type.This is 24 point type.This is 36 point type.This is 48 point type.
10Match the Job Select a typeface that matches the document content. To choose an appropriate typeface, generate adjectives that describe the mood or feeling that you want achieved. (Ex: masculine, strong, elegant, romantic, friendly, dramatic, etc.) Then choose a typeface with a personality that matches the adjectives. Remember that the typeface must be compatible with the content of the words and the document message. BULLDOZER (Appropriate) (Inappropriate)
11Typography and Print Typography is defined in relation to print History of (Western) printingJohannes GutenbergEurope’s first printer (42-line Bible, 1455), first designer of typefaceGothic type: modeled after German scriptGoal: To replicate the look of a manuscript BibleAldus ManutiusDesigned “Italic” type (“of Italy”) in the 1490sModeled on handwriting of Venetian clerksCompact form allowed for printing of smaller books
12Typography and PrintGerman ScriptGothic TypeManutius’ Italic
13Creating Type“Anatomy of a letter” - Some terms eventually associated with the potential features of type design
14Movable Type Made of Cast Metal One per character, space, punctuation, etc.A page would be filled with thousands of these
19Alignment / Justification Left-aligned text is the most legible, because it matchesthe way that we read left-to-right.Center-aligned text is considered less legiblebecause the ragged starting edges make it difficultfor the reader to track from one line to the next.Center-aligned is often used for titles.Small amounts of text on the rightside of the page should be right-aligned.This text is difficult to read becauseof the ragged left edge.
20Similarity and alignment Aligned text creates a line in your design; such lines help readers draw connections between different parts of a document.
21ReadabilityReaders only want information that is easy to read, understand and use.Choose legible typefaces appropriate for the subject matterEnsure readability by making sure the type:is big enough to readis set at a line length thatis not too long or too short provides a contrast to the backgroundUse no more than two type faces per document (variety is accomplished by using styles such as bold, italic, etc.).
22Contrast and font families To create contrast, you could use two font families, one serif and one sans serif.Heading is set in Impact—a sans serif fontSubheading is set in Georgia—a serif font
23Hierarchy and typography Use typography to guide readers through the levels of your document.Use different headings by changing font family, font type, font size, font color.To promote uniformity and help your audiences navigate, keep typographic choices consistent for each subsection throughout the document.
24Top-level headings can use unconventional fonts Different levels use different font sizes, font families, font colors, and leading.These headings look the same because they express the same level of hierarchy