9. Typography Concepts Typeface Anatomy Typeface Categories –Text –Display –Decorative Emphasis Strategies Point size/ Measure/ Leading

10. Typeface Anatomy

11. Typeface Categories- Text Designed for readability over long passages Typically serif Times New Roman Bookman Georgia Verdana

12. Typeface Categories- Display Designed for titles and headings Typically sans-serif Ariel Trebuchet Verdana Tahoma Bernhardt Modern Roman

13. Typeface- Decorative Designed for stylistic reasons Typically unprofessional or illegible Comic Sans Jokerman Edwardian Script Rosewood

14. Emphasis Strategies Bold Italics Underline ALL CAPS S MALL C APS Point size Alignment

15. Point Size, Measure, and Leading Point size: Height of typeface, point: 1/72 inch. Measure: Line length Leading Space between lines

17. Rules of Thumb Balance the point size and measure so no more than two lowercase alphabets can fit on each line. Balance point size and measure so nine to ten words averaging 5 ½ characters fill the measure. Balance point size and measure so each measure contains between 27 and 70 characters, ideally around 40. With longer measures more leading is needed to help readers find the next line. Display type often needs negative leading