Presentation on theme: "MODULE 16: TYPOGRAPHY. 12 3 Typography Type selection starts with the BASICS of style and size. GROUPS OF TYPEFACES SHARE SIMILAR CHARACTERISTICS. TYPEFACES."— Presentation transcript:
12 3 Typography Type selection starts with the BASICS of style and size. GROUPS OF TYPEFACES SHARE SIMILAR CHARACTERISTICS. TYPEFACES HAVE FAMILIES. TYPE IS MEASURED IN POINTS. COLUMN WIDTHS SHOULD BE IN PROPORTION TO TYPE SIZE.
12 3 Typography POINT SIZE indicates the height of typography and is measured from the ascender to the descender.
12 3 Typography Times is a popular SERIF font. Helvetica is a popular SANS SERIF font. This is 36-point Times This is 36-point Times Italic This is 36-point Times Bold This is 36-point Times Bold Italic This is 36-point Helvetica This is 36-point Helvetica Italic This is 36-point Helvetica Bold This is 36-point Helvetica Bold Italic
12 3 Typography LEADING, the white space between lines of typography, is measured in points. With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team. NORMAL LEADINGEXPANDED LEADING
12 3 Typography CAPITALIZATION: Some styles are best used for primary headlines, not for stories and captions. this is lower case This is sentence style THIS IS ALL CAPS T HIS IS S MALL C APS
12 3 Typography Type SETTINGS are important to design and readability. READABLE TYPE COMMUNICATES CONTENT CLEARLY. THE ALIGNMENT OF TYPE AFFECTS READABILITY. PARAGRAPH INDENTS SHOULD BE CONSISTENT.
12 3 Typography ALIGNMENT: Don’t always use justified alignment for stories and captions. Consider align left for variety. With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team. JUSTIFIEDALIGN LEFT CENTEREDALIGN RIGHT
1 3 2 Typography Type DECISIONS should always be made to help readers. CONTRAST IS KEY TO EXCITING DESIGN. HEADLINES AND CAPTIONS REQUIRE CLOSE ATTENTION. BODY COPY SHOULD BE EASY FOR THE READER TO READ.
1 3 2 Typography TYPOGRAPHY must be readable and consistent. For best results, use a limited number of fonts.
1 3 2 Typography A lively PRIMARY HEADLINE features a dominant word. The SECONDARY HEADLINE is much smaller. PRIMARY HEADLINE SECONDARY HEADLNE
1 3 2 Typography The QUOTE is displayed in the same font and color as the secondary headline. QUOTE
1 3 2 Typography The STORY uses a serif font, align left alignment with a drop cap that matches the primary headline. STORY
1 3 2 Typography The CAPTION uses an overline that repeats the headline colors. The caption text matches the story font. CAPTION
1 3 2 Typography The CONTENT MODULE features the same typographic techniques used throughout the spread. CONTENT MODULE