1. Defining Type Desktop Publishing

2. What type shall I use? The gods refuse to answer. They refuse because they do not know. -W.A. Dwiggins

3. Dynamic Relationships  In Life, when there is more than one of anything, a dynamic relationship is established  In Type, there is usually more than one element on a page, thus a relationship is established  What type of relationship will you define

4. Three Dynamic Relationships  Concordant Same type family, not much variety, dull  Contrasting Different type families, variety, exciting  Conflicting Similar type families, neither the same or different, distracting  First, let’s define the elements in the relationship

5. Type Divisions  Type Faces Complete set of characters of a given font  Type Families Collection of related type faces  Type Races Broad categories of fonts defined by

6. Type Race Categories  Oldstyle  Modern  Slab Serif (Egyptian/ Typewriter)  San Serif  Script  Decorative (Special)  Pi - 

7. Type Race – Oldstyle

8.  Great for body text when you’re looking for: Nostalgic, Eloquent, Traditional, Sincere, Informal, Simple, Trustworthy  Type faces/families include:

9. Type Race – Modern

10.  Use in body text when you’re looking for: Brilliant, Formal, Modern, Elegant, Technical  Type faces/families include:

11. Type Race – Slab Serif

12.  Use for body text when you’re looking for: Elegant and refined  Type faces/families include:

13. Type Race – Sans Serif

14.  Often not good for body text (optima is exception) Usually used in display text  Type faces/families include:

15. Type Race – Script

16.  Used only as display text Use sparingly and never all caps  Type faces/families include:

17. Type Race – Decorative

18.  Used mainly as display text  Fun, distinctive, expresses whims  Don’t try to find ways to use these – that’s not your job – only use when necessary

19. Type Race – Pi

20.  No alphabetic characters  Often called ornaments  Type faces/families include: Wingdings, Zapf Dingbats, Woodtype Ornaments

21. Quick Test – Name that Font

22. Font Families  Each family consists of variations Type Styles – weight and stroke variations Bold and Italics or Oblique (san serif) Shadow Shadow, outline, and underlines S MALL C APS Type Weight – letter width and stroke thickness Super-bold or Black Light Condensed

23. Choosing Body Text What you shouldn’t use  Bitmapped fonts  San Serif  Pi  Decorative What you should use  Old style  Modern  Slab serif (transitional)  Resident fonts Times, Bookman, Schoolbook, Palatino

24. Choosing Display Text  Strive for contrast instead of conflict  When you combine your display text with your body text, how will you establish this?  Vary your: Size, Weight, Structure, Direction

25. Display Contrast – Size  Try varying the size of the fonts  Don’t be afraid to use 100-point to make a point  If the text is important make it big  Don’t be a wimp – don’t contrast 24-point with 30- point

26. Display Contrast – Weight  Try different weights of a font to add emphasis instead of using ALL CAPS  Use varying type weights to organize your information in a list – with the more important information bolder  Highlight key phrases with bolder type instead of underlining

27. Display Contrast – Weight

28. Display Contrast – Structure  Never put two type faces from the same race on the same page  But you can mix the races

29. Display Contrast – Structure  Do mix, but make sure there is the needed contrast – the difference must be emphasized

30. Display Contrast – Structure  You can use two serif fonts together!  Make sure each face uses a different race  Can you identify the two races here?

31. Display Contrast – Direction  More than just slanting it  Use slanted text sparingly - often overused  Create columns or place your headings sideways

32. Display Contrast – Direction

33. Quick Test Contrast or Conflict

38. Credits  The Non-Designer’s Design Book by Robin Williams  Looking Good in Print by Roger C. Parker  Design for DTPs by Tom Lichty