1. WORKING with TYPOGRAPHY The art of skillfully arranging and presenting type to gain attention

2. Types of Fonts Oldstyle (example Times New Roman) Often used for body copy It has slanted serifs on the edge of the letters The letters have thick and thin transitions Slanted Serifs Thick Transition Thin Transition

3. Types of Fonts Oldstyle (examples) Body Copy

4. Types of Fonts Sans Serif (example Arial) “Sans” means without There are no slants on the ends of the letters This type is monoweight - meaning that it has no thick and thin transitions. No serifs on the lettersNo Transitions

5. Types of Fonts Sans Serif (examples)

6. Types of Fonts Slab Serif (example Rockwell) The serifs look like horizontal blocks on the edge of the letters This type is monoweight - meaning that it has no thick and thin transitions. Serifs look like blocksNo Transitions

7. Types of Fonts Slab Serif (examples)

8. Types of Fonts Modern (example Modern No. 20) The serifs are thin horizontal lines on the edge of the letters This type has radically thick and thin transitions. Serifs are thin horizontal lines Thin Transition Thick Transition

9. Types of Fonts Modern (examples)

10. Types of Fonts Decorative (example Curlz MT) These fonts are fun, but need to be used sparingly Often used for headlines, but not for body copy

11. Types of Fonts Decorative (examples)

12. Types of Fonts Script (example Classic Regular) These fonts are used for a formal look They look like handwriting Often used for headlines, but not for body copy (it is too hard to read)

13. Types of Fonts Script (examples)

14. When and how to use fonts Be selective when using fonts. Pick one or two font families that have many options. Such as a serif font family and a sans serif font family that has a light weight, medium weight, bold and italics version of that font.

15. When and how to use fonts Examples of Font Families SerifSans Serif

16. When and how to use fonts Use fonts to add contrast Size - vary the size of the type to show hierarchy and to draw attention (i.e. headlines will be larger than body copy)

17. When and how to use fonts Use fonts to add contrast Color - use colors within your color scheme to make type stand out

18. When and how to use fonts Use fonts to add contrast Weight - use varying weights of a specific font or make the font bold to have it stand out

19. When and how to use fonts Use fonts to add contrast Italics - use a script or italics to emphasize certain words or to draw attention to others

20. When and how to use fonts Use fonts to add contrast Direction - type text diagonally or vertically to add dimension to your page

21. When and how to use fonts Use fonts to add contrast ALL CAPS vs. lowercase - using all caps in a title will set it apart from the rest of the type

22. When and how to use fonts Type Treatments Drop caps - the first letter of a paragraph is dropped several lines Raised caps - the first letter of a paragraph is raised above several lines

23. When and how to use fonts Type Treatments Text Wrap - a block of text is wrapped around an object. The object could be a picture, graphic or a cobb.

24. When and how to use fonts Type Treatments Transparency - varying the opacity of type to put behind other type or on top of a picture

25. When and how to use fonts Type Treatments More Transparency examples

26. When and how to use fonts Type Treatments Matching type with content - use filters on type to create a look to match the content of the page or find a font that matches the content

27. When and how to use fonts Type Treatments Matching type with content - more examples

28. When and how to use fonts Type Alignments Left Align - the left edge of the type is straight and the right edge is uneven Left edge is aligned, right edge is not

29. When and how to use fonts Type Alignments Right Align - the right edge of the type is straight and the left edge is uneven Right edge is aligned

30. When and how to use fonts Type Alignments Justified - the right and left edge of the type is straight Both sides are aligned

31. When and how to use fonts Type Alignments Center Alignment - both the right edge and the left edge are uneven. The type is aligned in the center. Type is aligned in the center