1 / 38

Defining Type

Defining Type. Desktop Publishing. What type shall I use?. The gods refuse to answer. They refuse because they do not know. -W.A. Dwiggins. Dynamic Relationships. In Life, when there is more than one of anything, a dynamic relationship is established

marly
Download Presentation

Defining Type

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Defining Type Desktop Publishing

  2. What type shall I use? The gods refuse to answer. They refuse because they do not know. -W.A. Dwiggins

  3. Dynamic Relationships • In Life, when there is more than one of anything, a dynamic relationship is established • In Type, there is usually more than one element on a page, thus a relationship is established • What type of relationship will you define

  4. Three Dynamic Relationships • Concordant • Same type family, not much variety, dull • Contrasting • Different type families, variety, exciting • Conflicting • Similar type families, neither the same or different, distracting • First, let’s define the elements in the relationship

  5. Type Divisions • Type Faces • Complete set of characters of a given font • Type Families • Collection of related type faces • Type Races • Broad categories of fonts defined by

  6. Oldstyle Modern Slab Serif (Egyptian/Typewriter) San Serif Script Decorative (Special) Pi - adfr Type Race Categories

  7. Type Race – Oldstyle

  8. Type Race – Oldstyle • Great for body text when you’re looking for: • Nostalgic, Eloquent, Traditional, Sincere, Informal, Simple, Trustworthy • Type faces/families include:

  9. Type Race – Modern

  10. Type Race – Modern • Use in body text when you’re looking for: • Brilliant, Formal, Modern, Elegant, Technical • Type faces/families include:

  11. Type Race – Slab Serif

  12. Type Race – Slab Serif • Use for body text when you’re looking for: • Elegant and refined • Type faces/families include:

  13. Type Race – Sans Serif

  14. Type Race – Sans Serif • Often not good for body text (optima is exception) • Usually used in display text • Type faces/families include:

  15. Type Race – Script

  16. Type Race – Script • Used only as display text • Use sparingly and never all caps • Type faces/families include:

  17. Type Race – Decorative

  18. Type Race – Decorative • Used mainly as display text • Fun, distinctive, expresses whims • Don’t try to find ways to use these – that’s not your job – only use when necessary

  19. Type Race – Pi

  20. Type Race – Pi • No alphabetic characters • Often called ornaments • Type faces/families include: • Wingdings, Zapf Dingbats, Woodtype Ornaments

  21. Quick Test – Name that Font

  22. Font Families • Each family consists of variations • Type Styles – weight and stroke variations • Bold and Italics or Oblique (san serif) • Shadow, outline, and underlines • SMALL CAPS • Type Weight – letter width and stroke thickness • Super-bold or Black • Light • Condensed

  23. What you shouldn’t use Bitmapped fonts San Serif Pi Decorative What you should use Old style Modern Slab serif (transitional) Resident fonts Times, Bookman, Schoolbook, Palatino Choosing Body Text

  24. Choosing Display Text • Strive for contrast instead of conflict • When you combine your display text with your body text, how will you establish this? • Vary your: • Size, Weight, Structure, Direction

  25. Display Contrast – Size • Try varying the size of the fonts • Don’t be afraid to use 100-point to make a point • If the text is important make it big • Don’t be a wimp – don’t contrast 24-point with 30-point

  26. Display Contrast – Weight • Try different weights of a font to add emphasis instead of using ALL CAPS • Use varying type weights to organize your information in a list – with the more important information bolder • Highlight key phrases with bolder type instead of underlining

  27. Display Contrast – Weight

  28. Display Contrast – Structure • Never put two type faces from the same race on the same page • But you can mix the races

  29. Display Contrast – Structure • Do mix, but make sure there is the needed contrast – the difference must be emphasized

  30. Display Contrast – Structure • You can use two serif fonts together! • Make sure each face uses a different race • Can you identify the two races here?

  31. Display Contrast – Direction • More than just slanting it • Use slanted text sparingly - often overused • Create columns or place your headings sideways

  32. Display Contrast – Direction

  33. Quick TestContrast or Conflict

  34. Quick TestContrast or Conflict

  35. Quick TestContrast or Conflict

  36. Quick TestContrast or Conflict

  37. Quick TestContrast or Conflict

  38. Credits • The Non-Designer’s Design Book by Robin Williams • Looking Good in Print by Roger C. Parker • Design for DTPs by Tom Lichty

More Related