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Introduction to Visual Communications PART 1: Typography. Aa. TGJ 2OI BLUEVALE COLLEGIATE INSTITUTE. 2a Introduction to Typography.ppt. Intro to Typography (write blue text).

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introduction to visual communications part 1 typography

Introduction toVisual CommunicationsPART 1: Typography



2a Introduction to Typography.ppt

intro to typography write blue text
Intro to Typography (write blue text)
  • We often don’t pay much attention to typography, but it can dramatically affect how we react to an ad, poster, package or text.
  • Type forms the basis for many designs.
  • Designers are careful to choose type styles that suit the purpose of their designs.
  • The type should fit the “mood” of your work (suggests feeling).
intro to typography
Intro to Typography
  • Regardless of type uses or purpose, you want to make sure your text is readable.
  • Fonts are measured in POINTS (72 points = 1 inch)
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Intro to Typography
  • All type faces, or FONTS, can be placed in one of four FONT FAMILIES.
  • Serif
  • Sans Serif
  • Script
  • Decorative / Novelty
intro to typography2
Intro to Typography
  • SERIF Fonts:
  • Fonts in this family are categorized by tiny “feet,” called serifs, on the ends of letter lines.
  • Includes fonts like Times New Roman
  • Good for use as BODY TEXT – small type for articles, etc. (easy to read when small – 10-12pt)


serif (feet)

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Intro to Typography
  • SANS SERIF Fonts
  • Fonts in this family are sometimes called BLOCK letters – no feet on ends of letters
  • Includes fonts like Arial and Helvetica
  • Suitable for HEADLINES or larger font sizes
  • Not easy to read when smaller than 12pt– avoid use as body text (except for web pages)


intro to typography4
Intro to Typography
  • SCRIPT Fonts
  • Fonts in this family look like fancy handwriting
  • Letters are joined together and flow smoothly
  • Use sparingly (too much gets annoying)
  • Never use as all capitals (difficult to read) or as body text
  • Ex. –Commercial Script BT


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Intro to Typography


  • Fonts in this family are unusual and don’t fit into other categories
  • Usually “trendy” or “funky” fonts such as, Jokerman, Slipstream.
  • Usesparingly – for emphasis or interest on a page
  • Neveruse these as body text
  • Can evoke many types of moods (fun, scary, cool)



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Intro to Typography

Font Styles:

  • You can change a font’s appearance by using styles:
  • 1. BOLD – letter lines are heavier (stand out)
  • 2. Italic – letters have a slight lean to the right
  • 3.Underline – kinda’ obvious
  • 4. You can alsostretchfonts orchangethe space (kerning)between letters to give adifferent appearanceorweight to text.
  • Styles create variety without cluttering a document with too many fonts.
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Intro to Typography

General Rules to Follow:

  • Avoid using more than 3 fonts on one page. Using too many fonts may make a document/publication look cluttered or sloppy)
  • Avoid using 2 fonts from the same family close together (use styles of same font if possible)
  • Make sure you use consistent type sizes for longer publications (brochures, newsletters, etc.)
  • Try to manipulate fonts (stretch, space letters apart, etc.) or add styles to create visual interest instead of adding different fonts to a page
intro to typography8
Intro to Typography


  • Look through old magazines or newspapers to find at least 2 samples (large if possible) of fonts from each of the 4 font families (min. 8 total)
  • For each sample, record where you found it and what purpose you think it had in the publication, ad, etc.