1. Typography: The basic building block of any printed page

2. Typography is the selection and arrangement of typefaces, sizes, and spacing on a publication.

3. Some of the basic terms used in typography are:

4. Typography baseline: the imaginary line that type sits on

5. Typography x-height: the height of the main part of lowercase letters

6. Typography cap height: height of the capital letters

7. Typography bowl or counter: lowercase enclosed letters

8. Typography Stress: slant of an imaginary line going through the thinnest parts of bowl shaped letters

9. Typography serif: small lines at the ends of characters; finishing strokes

10. Typography ascenders: lowercase letters that rise above the x-height

11. Typography descenders: lowercase letters that fall below the baseline

12. Typography type size: measure in points from top of ascenders to bottom of descenders

13. Typography Both of these typefaces are size 96 Typography

14. Both of these typefaces are size 96 Typography

15. Both of these typefaces are size 96 Typography

16. Both of these typefaces are size 96

17. Typography has a major impact on the overall look and image of your page and its overall quality.

18. A font (or typeface) A font size How much leading (space between lines of type) How much space around titles When choosing type, you must choose:

19. Type should be readable and legible.

20. Readability refers to how easy it is to read a block of text. Typefaces are readable when they are invisible to the reader. THIS HAPPENS WHEN THE READER DOESN’T STOP TO THINK ABOUT THE TYPEFACE WHEN READING THE MESSAGE.

21. Legibility refers to whether a short amount of text, such as a headline or subhead, is easily recognizable. JohnJOHN TexasTEXAS CougarsCOUGARS

22. The phaomnneil pweor of the hmuan mnid Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt tihng is that the frist and lsat ltteer be at the rghit pclae. The rset can be a total mses and you can sitll raed it wouthit a porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe.

23. Formal or informal Modern or classic Dense or open Light or dramatic Type can be used to create personality and feeling… ABC ABCABCABC

24. Six Categories of Type Oldstyle Modern Slab Serif Script Sans Serif Decorative

25. How to determine category… 1.Serifs. Angles or horizontal. Thick or thin. 2.Transitions. Little, moderate, or radical transition from thick to thin areas. 3.Stress. Vertical or diagonal line drawn through thinnest part of bowls.

26. Oldstyle Based on the hand lettering of scribes. Always has angled serifs Moderate transition Diagonal stress Great for large bodies of text

27. Modern Thin, horizontal serifs Radical thick/thin transitions Vertical stress Not good for large bodies of text

28. Sans Serif Without Serifs No transition Vertical stress Great legibility and good for headlines

29. Slab Serif Serifs are horizontal and thick Little or no thick/thin transition Vertical Stress Great for large bodies of text (but page is darker overall)

30. Script Appears to be hand-lettered with a pen, brush, or pencil. Should be used sparingly–never for long blocks of text. Can be hard to read if use for long blocks of text. It slows down the reading rate. IT SHOULD ALSO NEVER BE USED IN ALL CAPS.

31. Decorative Fun fonts ! Carry emotions and connotations. To be used sparingly – it can be difficult to read… ESPECIALLY WHEN USED IN LONG BODIES OF TEXTS AND IN ALL CAPS. Best used for HEADLINES or short phrases

32. Can you identify the Serif and Sans Serif categories on the next two slides?

33. Serif or Sans Serif

34. Serif or Sans Serif