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Typography PowerPoint PPT Presentation

Typography An introduction on how to use typefaces adapted from the book The Non-Designer’s Type Book by Robin Williams Design is about communication Good design is easier to read and follow Readable and legible type communicates effectively Why Does It Matter? ascender serif x-height

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Typography

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Typography l.jpg

Typography

An introduction on how to use typefaces

adapted from the book The Non-Designer’s Type Book by Robin Williams


Why does it matter l.jpg

Design is about communication

Good design is easier to read and follow

Readable and legible type communicates effectively

Why Does It Matter?


Parts of a typeface l.jpg

ascender

serif

x-height

descender

Parts of a Typeface

Typography


Categories of typeface l.jpg

Categories of Typeface

  • Old Style

  • Slab Serif

  • Modern

  • Sans Serif

  • Script

  • Decorative


Characteristics of oldstyle l.jpg

serifs on lowercase letters are slanted

serifs

diagonal stress

slight transition between the thick/thin strokes

Characteristics of Oldstyle

  • Extremely readable and gives a professional look

  • Use for body text

Oldstyle


Examples of oldstyle l.jpg

Examples of Oldstyle

  • Centaur

  • Garamond

  • Perpetua

Example:Harvard University


Characteristics of modern l.jpg

serifs on lowercase letters are horizontal and thin

vertical stress

extreme transition between the thick/thin strokes

Characteristics of Modern

  • Conveys a cool, elegant, or striking look

  • Use for display text

Modern


Examples of modern l.jpg

Examples of Modern

  • Elephant

  • Niagara Solid

  • Bodini MT

Example:Vogue Magazine


Characteristics of slab serif l.jpg

serifs on lowercase letters are horizontal and thick

serifs

vertical stress

very little transition between the thick/thin strokes

Characteristics of Slab serif

  • Conveys a simple, less formal look

  • Use for body text

Slab serif


Examples of slab serif l.jpg

Examples of Slab serif

  • Lucida Bright

  • Century Schoolbook

  • Rockwell

Example:Baylor University


Characteristics of sans serif l.jpg

no serifs

no thick/thin transition in the strokes

Characteristics of Sans serif

  • Conveys fresh, clean look

  • Use for body or display text

Sans serif

no stress


Examples of sans serif l.jpg

Examples of Sans serif

  • Century Gothic

  • Arial

  • Verdana

Example:Sephora


Characteristics of script l.jpg

letters are usually connected

Characteristics of Script

  • Use for creative artwork, logos, drop caps, or letterhead

  • Not for body text

Script

mimics hand lettering


Examples of script l.jpg

Examples of Script

  • Blackadder ITC

  • Edwardian Script ITC

  • Vivaldi

Example:Krispy Kreme Donuts


Characteristics of decorative l.jpg

Characteristics of Decorative

  • Use for creative artwork, logos, drop caps, or letterhead

  • Not for body text

Blocks

named for what it resembles

can help set a mood


Examples of decorative l.jpg

Examples of Decorative

  • Baby Blocks

  • Chiller

  • Jokerman

Example:Disney


Resource l.jpg

Resource

Williams, R. (1994). The non-designer's type book. Berkeley, CA: Peachpit Press.


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