1. Chapter 8 Print Type © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

2. Lessons Digital Media, 3e2 Lesson 8.1: The Vocabulary of Typography Lesson 8.2: Making Text Readable Lesson 8.3: Cleaning Up Typeset Text

3. Learning Outcomes 8.1: Distinguish between typefaces and fonts 8.2: Describe the parts that make up a type face 8.3: Understand how typeface, size, and style affect readability 8.4: Adjust leading and tracking for readability 8.5: Recognize how measure and alignment impact readability 8.6: Use common, simple techniques to grab attention with typography 8.7: Make documents clean and professional by using a few typesetting conventions Digital Media, 3e3

4. The Vocabulary of Typography Typeface refers to a set of letters, numbers, and other characters created by a typeface designer A font refers to a collection of characters with the same style within a typeface Example: Times New Roman Bold, Times New Roman Italic, and Times New Roman Regular are all fonts within the Times New Roman typeface style Digital Media, 3e4

5. The Vocabulary of Typography (continued) Digital Media, 3e5

6. Making Text Readable The primary concern for designers working with text is usually readability Readability means: – You can easily recognize the letters and words and follow the text along without “losing your place” – The text helps visually set the tone for the message You can make text readable by: – Selecting the appropriate typeface for the subject matter – Using the right type size and style for your project – Adjusting spacing if necessary – Considering the overall size and alignment of text blocks Digital Media, 3e6

7. Selecting Typeface, Size, and Style for Readability Choosing a typeface that fits the tone of a project is one way to help text deliver its message to readers Digital Media, 3e7

8. Selecting Typeface, Size, and Style for Readability (continued) Choosing the right type size is important to readability, especially in an extended block of text The best point size for a particular project depends on the typeface, the page size and layout, and the intended audience In a block of text, most typefaces are readable for most people at 10 to 12 points Point size refers only to the height of the typeface rather than its width, so two typefaces with the same point size can be visually different sizes Digital Media, 3e8

9. Selecting Typeface, Size, and Style for Readability (continued) The best type style to use for emphasis is italic or bold; these two type styles are the least disruptive for the reader and therefore the most readable Avoid underlines, all caps, and combinations of type styles (bold and italic, for example) Be careful not to overuse type styles for emphasis Extended use of italics, bold, all caps, reversed type, or any special effects such as embossing, engraving, outlining, or shadowing can reduce readability Digital Media, 3e9

10. Adjusting Spacing to Improve Readability The space between the lines of text in a text block is called leading and it is measured from the baseline of one line of text to the baseline of the next Like type size, leading is expressed in points Readability is reduced if the leading is too tight or too loose Tracking, sometimes called letter spacing, refers to the amount of space between characters in a word or line of text Digital Media, 3e10

11. Adjusting Spacing to Improve Readability (continued) Kerning refers to adjusting the space between just two characters to improve the appearance of a word Kerning can give a more finished look to words, but does not necessarily improve readability Most modern, digital typefaces automatically adjust kerning when certain letter pairs fall next to one another; in normal typesetting, you should not have to use kerning frequently Mostly used for words in larger type sizes on banners, posters, ads, and headings Digital Media, 3e11

12. Considering Paragraph Width and Alignment The width and alignment of a paragraph can affect the readability of body text The length of a line of text is called the measure Alignment refers to how a line of text or a paragraph is positioned in a column: flush left, flush right, centered, or justified Digital Media, 3e12

13. Grabbing Attention and Creating Interest with Text The purpose of display typography is capturing and directing a reader’s attention This type of typography becomes a part of the overall design scheme and can support good proportion, balance, variety, emphasis, harmony, symmetry, unity, and repetition Advertisements, magazine layouts, and book covers especially rely on display typography to reinforce a design scheme A display typeface is a stylized typeface usually set at a larger point size than body text; it draws attention and sends a message about the document content Digital Media, 3e13

14. Grabbing Attention and Creating Interest with Text (continued) Common typographical treatments used for display typography include: – Drop cap – Pull quotes – Color Digital Media, 3e14

15. David Carson and Experimental Typography What typographical “rules” do Carson and other designers like him break? Why does the design still “work”? Describe some situations where the style would be appropriate and some instances where it would be inappropriate Digital Media, 3e 15

16. Widows and Orphans A widow in typesetting is when the last line of a paragraph falls by itself as the first line of the next page or column An orphan is when the first line of a paragraph falls by itself at the bottom of a page or column or when a single word or part of a word falls by itself on the last line of a paragraph Digital Media, 3e 16

17. Punctuation Marks Fine-tuning hyphenation can improve the look of typeset text – When a word breaks at the end of a line, be sure at least two characters remain before the hyphen on the first line and at least three characters carry forward to the next line – Try to avoid hyphenating web addresses and proper nouns, like names – Avoid more than three hyphenated lines in a row Digital Media, 3e17

18. Punctuation Marks (continued) Don’t confuse hyphens with en and em dashes – An en dash (–) looks like a hyphen but it is slightly longer (normally the width of the capital letter N, in fact); most commonly used to indicate a range of dates, numbers, or times and in compound adjectives – An em dash (—) is twice as long as an en dash (the width of the capital letter M, usually); frequently used to separate a parenthetical thought, much like parentheses Curly quotes (sometimes called smart quotes) are rounded marks used for quotations and apostrophes Straight quotation marks should be used only to indicate measure in inches or feet Digital Media, 3e18

19. Key Concepts A typeface is a collection of designed characters while a font refers to a subset of characters with the same style within a typeface One of the most important goals of working with text is making it readable Selecting a suitable typeface, size, and style impacts readability Adjusting the leading, tracking, measure, and alignment can make text more or less readable Typography plays an important role in capturing readers’ interest and directing their attention Removing widows and orphans and using appropriate punctuation marks can make your documents appear more professional Digital Media, 3e19