5 Principles Designers Know o Words carry emotional impact. o Letter forms carry emotional impact. o The shape and design of a font impacts how we use the typeface. o Social connotations are connected to letter forms and typography. o Social contexts affect the way type is used and understood.
Leading Leading is the space between baselines of type. Here’s how the term originated (to help you remember): In the olden days, lead had to be added to increase the vertical space when laying out type. This is normal leading for this size and family of font. Sans serif type usually needs a little wider leading to be legible than serif type does. This is wide leading, used for dramatic effect. Short blocks of text can have increased leading Like this. Often wide leading Is found in text that sits on top of color blocks..
Tracking T r a c k I n g I s t h e c o n s I s t e n t s p a c I n g b e t w e e n l e t t e r s t h r o u g h o u t l I n e s o f t y p e. T h I s i s a n e x a m p l e o f i n c r e a s e d t r a c k I n g. This is normal tracking. When you loosen your tracking, its also a good idea to increase leading.
Kerning Kerning is the space between letter pairs. All type 20 points or higher needs to be hand kerned. To adjust kerning in an Adobe program, place cursor between letters, use left hand to hold down Shift + Alt (PC) and use right hand to tap left arrow key. Tight kerning is preferred to loose kerning, generally.
Difference Between Tracking and Kerning Kerning is space between letter pairs that has to be adjusted to correct optical illusions of space (see below). Tracking is space between all letters in a line of type. It can be increased or decreased for dramatic effect (see above).
Questions Designers Always Ask oWhat font and why? oWhat point size and why? oWhat color and why? oWhat size leading, tracking, kerning and why?