1. Headings and Text What makes headings stand out?

2. Headings & Text If you want to apply skills in Photoshop and Illustrator, the software most professionals use in creative IT, you need to be aware of the techniques and terminologies of graphic design

3. Fonts or typeface unit of measure is the point (or pt) 72 point correspond to approximately 1 inch in height of the lettering A pica is 12 pt. 6 picas is equivalent to 72pt

4. Word document:10 - 12pt Email:10 - 12pt Web page12 - 12pt Business card 6 - 8pt Easy reading12 - 18pt Common type sizes

5. Convert between units of measurement Point sizePicasInchesmm 72125.4 3612.7 18 1211/64.2 60.5

6. Convert between units of measurement Point sizePicasInchesmm 726125.4 3631/212.7 1821/46.4 1211/64.2 60.51/122.1

7. Serif or Sans Serif Serif: G Sans serif: G e.g. Georgia, Times New Roman, Garamond e.g. Arial, Verdana, Tahoma, Helvetica, Comic Sans

8. Fonts and typeface are … Typeface The typeface is the name or design of a font, e.g. Times New Roman Arial Comic Sans Font The font is a combination of typeface and style, e.g. colour, italic, weight (bold or light), and size, e.g. Times New Roman ARIAL Comic Sans

9. Fonts and typeface are … However, most people refer to type and font as the same thing!

10. Use of font style Compare using Arial with bold formatting (a font): Hello and Arial Black (a typeface): Hello Arial Black is a bold typeface but isn’t the same as using Arial then applying bold formatting

11. Use 2 typefaces for contrast Do not combine 2 serifs or 2 sans serifs (clash)

12. Use 2 typefaces for contrast Often designers combine a serif and a sans serif to contrast visually Classically, use sans serif for the heading and serif for the body text, or the other way around

13. Don’t use more than 2 fonts When you use 3 or more typefaces you loose consitency Think of a “ransom” note: K E E p t h e c o a h c

14. Proportional and Non-proportional Type

15. Letter variation Circular characters tend to look slightly shorter - font designers make them bigger: Z O O

16. Kerning or Tracking Kerning is the gap between 2 letters Tracking is kerning applied to all letters uniformly

17. Kerning Kerning is also used to correct the gap between some letter pairings, e.g. W and A or V and A

18. White Space White space is extra space around words which add emphasis

19. Leading or line-spacing An example of reduced leading Also an example of heading and strapline

20. Alignment Left confident logical Right modern different Centre traditional formal The “Golden Rule of alignment”: Stick to one alignment. Do not use more than one alignment on the same page

21. Contrasts Size, colour, case, typeface: a z and two noughts ZOO

22. Contrasts Kerning, direction, case OO A Z AND TWO NOUGHTS Z

23. Reverse Text Adding contrast: ZOO A Z AND TWO NOUGHTS

24. Vertical text Normally vertical text is titled not stacked: ZOOZOO A Z AND TWO NOUGHTS ZOO

25. Afterthought “Know the rules so you can break them” Fashions change with time