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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

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

descender

Parts of a Typeface

Typography


Categories of Typeface

  • Old Style

  • Slab Serif

  • Modern

  • Sans Serif

  • Script

  • Decorative


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

  • Centaur

  • Garamond

  • Perpetua

Example:Harvard University


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

  • Elephant

  • Niagara Solid

  • Bodini MT

Example:Vogue Magazine


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

  • Lucida Bright

  • Century Schoolbook

  • Rockwell

Example:Baylor University


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

  • Century Gothic

  • Arial

  • Verdana

Example:Sephora


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

  • Blackadder ITC

  • Edwardian Script ITC

  • Vivaldi

Example:Krispy Kreme Donuts


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

  • Baby Blocks

  • Chiller

  • Jokerman

Example:Disney


Resource

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


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