Print Medium

• Advantages & Limitations • Typography • Readability • Layout

Print Medium Advantages of the Print Medium • Advance Organizer • Participation Tool • Summarizing • Easily Integrated • Detailed Information • Continuity

Print Medium Limitations of Print • Time to produce • Can be expensive • Distracting • No motion

Print Medium Typography • TYPOGRAPHY: the art of selecting and arranging type in various graphic designs to obtain particular effects. “...the typeface is the medium and the words set into print are the message...” Marshall McLuhan

Print Medium Typography Definitions • Family – all of the variations of a particular typeface. • Typeface – uniquely designed styles and shapes of letters, numbers, and other marks. Helvetica – Times – Chicago • Font – variation of a specific typeface Helvetica Bold 28 pt., Helvetica Bold 20 pt.

Print Medium Typography Definitions • Weight – e.g. light, condensed, bold, medium condensed, regular, bold italic... Times Regular Italic – Chicago Bold • Size – height in points (72/in.) Helvetica 28 pt. – Helvetica 18 pt. • Style – descriptive aspects of type italic - bold - shadow - underline

Print Medium Typography Definitions • Shapes – uppercase, lowercase, numerals, punctuation marks... A a œ  ƒ ® † ¥ ¨ˆø š å ß • Serif – short cross-line at the ends of letters... “ R” • San Serif – without the short cross-line at end of letters... “ R”

Print Medium Anatomy of Type D design Baseline Size x-height Ascender Descender Counter Serif }

Print Medium Typography Definitions Justification This is an example of text left justified in a paragraph. This is commonly called ragged right. This is an example of text centered in a paragraph. This is commonly called centered. This is an example of text right justified in a paragraph. This may be called ragged left. This is an example of text justified right and left in a paragraph. This is most commonly called justified text.

Print Medium Typography Definitions • Leading the spacing between lines • Kerning the spacing between letters • Tracking the spacing between words

Print Medium Factors Influencing Readability • Style: keep simple • Font: suitability of font to content • Size: titles (18 & up) / text (10-12) • Line: keep narrow and short • Spacing: avoid crowding: words/letters/lines • Contrast: more is better • Unity: overall balance, type = content • Layout: pleasing to the eye–KISS

Print Medium Layout Rule of Thirds

Print Medium Layout • What is the Grid? The grid is the skeletal understructure that gives cohesiveness to a visual design. The grid is the skeletal understructure that gives cohesiveness to a visual design. • Why use a Grid? To organize simple or complex material quickly. To organize simple or complex material quickly.

Print Medium • Advantages & Limitations • Typography • Readability • Layout