1. Typography and Measurement

2. T y pog r a ph y Typography Measurement, Positioning and Styles

3. Paper ______________ Weight of a Ream = thickness of paper (paper weight) Grade: _________________________ ________ (increasing in thickness and Quality)

4. Common Paper Sizes 8.5 x 11” Letter 8.5 x 14” ___________ 11 x 17” ________________

5. Typography Defined Typeface- is a single style of type including all the ______________ ______________________________ The basic shape of the letters stay the same while various parts of the letter are changes slightly to make a specific typeface.

6. Type Function 1. Attract and Hold the _____________ 2. Easy to Read ___________ 3. Prioritize and ___________ Information 4. Create ___________ among page elements 5. Create and Establish Recognition on the page (as a design element)

7. Measuring type: points and picas. Type and leading are measured in points 1” = __________ (approximate) 12 points = _____________ Use picas for measuring column width and depth, margins, and other larger distances. __________ = 1 inch (approximate) Pica Pole

8. Typesetting ___________________ Molten metal poured into molds to create letters or lines of type Used in letterpress machines Cold Type ______________ materials used to image letters and lines of type Used on drum/ ______________ presses

9. Anatomy of type

11. Readability Measure of ________ or ______ of reading printed matter ____________ is the main consideration when choosing type Strait Matter: type style found in ______ _________ _________ Proper combination of Type, Paper, and Ink __________, Letter forms, type size, line length, and leading

12. Letter Spacing _________ : letter spacing The distance between the _________ in an individual word Improves readability Used often on top/bottom heavy text

13. Letter and Word Spacing ____________ : combined letter & word spacing Tight, Normal or Loose

14. _________/______________: The spacing between lines Helps reader separate one line from another Helps readability Justification: unity of spacing/arrangement Left, Centered, Right, Justified (stretched)

15. Type Family Styles of type _________, Extended bold, Black, light, _________ Italics, Oblique Combinations of all

16. Classifications of type Type is divided into several classifications: 1. _________________ 2. Roman Type 3. Square Serif 4. ________________ 5. Text Type 6. Novelty

17. ______/______ Letter type style Characteristics: ________ ________, angled stress, extra decorative lines, ________________ Aa Bb Cc Uses: ___________, Formal announcements, Wedding, graduation and reception invitations

18. __________ type style Characteristics: Handwriting style, ___________________, can be hard to read Fluid and active typestyle, High stress Uses _______________, signatures, personal thought or feeling Aa Bb Cc

19. Roman Type Style “Roman” comes from stone carved styles with _____________________ = 1 st serifs Characteristics __________, thick and thin strokes. Serifs may be angular, rounded, rectangular or a combination of all three. Uses: reading material, high readability Aa Bb Cc

20. Sans-Serif type style Characteristics ____________, Even thickness, easy to read Modern, _________________ Uses Taking place of Romans in Books, etc Aa Bb Cc

21. Square Serif ABb ABbMT Form: Equal weight, square/block serif Uses: Displays or Headlines ____________________

22. Novelty AaBbCc Style for a specific instance or occasion Often “Single Use” Provides a theme, feel, or graphic element ________________________

23. Choosing Fonts/Type

24. Creating Type The Quick Brown Fox Jumps over the Lazy Dog

25. Usually the letter o,n,H,O is created first because all the common strokes appear in these letters. The word “Championed” is a key word in design because it allows designers to see relationships among the characters. The letters are created very large and then reduced to the correct size. Today CADD systems are used to design type.

26. Moods and Tones. Typography can be used to express many different talk to us Shout Happy Formal Mysterious