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Visual Rhetoric: Headers and Typography

Visual Rhetoric: Headers and Typography. Professor Stevens Amidon Department of English and Linguistics, IPFW. Typography: A definition. The design of the characters that make up text: A A A A. Design Philosophy.

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Visual Rhetoric: Headers and Typography

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  1. Visual Rhetoric: Headers and Typography Professor Stevens Amidon Department of English and Linguistics, IPFW

  2. Typography: A definition • The design of the characters that make up text: • A • A • A • A

  3. Design Philosophy • No matter how fashionable or clever, if copy that is meant to be read is difficult to read -it is badly designed. • Integrate type with other design elements and develop the composition as a whole. • Type communicates on several levels: • Content: the word’s written meaning • Visual impact: use of type as a design element • Context: the content and visual impact of text in relationship with entire composition

  4. Basic Type Anatomy

  5. The effects of x-height • dxdxdxdx All 48 point type! • (Times New Roman, Bookman, Humanst, Arial Black)

  6. Relation between x-height and ascenders/descenders ptypty pty PalatinoAvante-Garde Arial 48 pt 48 pt 48 pt

  7. So What is a “Point” • 1 point=1/72 inch • Therefore, a 72 point font is one-inch high from top of ascender to bottom of descender

  8. Points: Example • BBBB • 72 point, 36 point, 18 point, 12 point Times New Roman

  9. Type Width • Type widths vary. The letters following the typeface names are all in 44 point fonts. • Times New Romanqwertyuiop • Palatinoqwertyuiop • Avante Gardeqwertyuiop

  10. Treatments • ALL CAPS • Italic • Bold • Bold Italic • Shadow

  11. Major Typeface Classifications • Old Style: serifs, medium stroke contrast, ascenders rise above stroke height (Garamond) • Transition: serifs, greater stroke contrast, high legibility (Times New Roman) • Modern: flat serifs, extreme stroke contrast (Bodoni MT Black) • Sans Serif: All strokes of nearly equal height (Arial) • Script: flowing, resembles handwriting (Edeardian Script ITC) • Special: decorative or novelty type. Often difficult to read. (CurlzMT)

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