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Typography PowerPoint PPT Presentation

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Typography. The art of using text to produce professional looking publications. Wording that can be the same. Font is also commonly called type or text They all mean the same thing You can say font face or type face but they mean the same thing. Font/Type.

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The art of using text to produce professional looking publications.

Wording that can be the same

  • Font is also commonly called type or text

    • They all mean the same thing

      You can say font face or type face but they mean the same thing


Fonts are categories of text. Common groups of fonts include:

  • Times New Roman

  • Arial

  • Garamond

  • Script

  • Comic

Font/Type Families

Fonts are grouped into families and given a name:

  • Arial

  • Garamond

  • Comic

  • Times

Within a Font/Type Family there can be many members including:

  • Arial Black

  • Arial Narrow

  • Arial Rounded MT Bold

  • Arial Unicode MS

    It’s like your own Family. We have the Smith family

    Dad- Frank Smith

    Mom- Mary Smith

    Son- Sam Smith

    Each are part of the Smith family but they are all individuals (type style) who have the same last name.

Font/Type Style

  • Styles are applied to fonts to change the way they look. Examples of the most common type styles include:

    • Bold

    • Italics

    • Book

    • Round

    • Heavy

If you have a type style you have:

  • Sam Smith with cowboy appeal

  • Mary Smith with Gothic appeal

  • Frank Smith with Business appeal

    You can take away their styles but they are still members of the Smith family.


  • A font/type becomes a typeface/ font face once a style has been applied to it. For example;

    • Arial Italic

    • Times New Roman narrow

    • Rockwell Extra Bold

  • Family

  • +

  • Style

  • =Type/Font Face

Fonts are used to help create a moodor a feeling in a publication. Fonts can also limit or enhance readability so choose your fonts carefully.

Use if you have lots of type you want people to actually read:


Serifs on lowercase letters are slanted

Diagonal stress



Thick/thin transition in strokes


  • Not good choices for extended amounts of body copy

  • Thin lines almost disappear, thick lines are prominent

  • Effect on the page is called “dazzling”


  • Used in children’s books because of clean, straightforward look

    • Examples:

      • Times New Roman

      • Californian

Sans Serif

  • “sans” (without) in French

  • No thick/thin transition

  • Same thickness all the way around

  • Great for creating eye-catching pages


  • Like cheesecake- they should be used sparingly so nobody gets sick


  • Easy to identify. If the thought of reading an entire book in that font makes you want to throw up, it falls under decorative.

  • Fun, distinctive

  • Powerful use is limited

  • Often used in headlines

    Juice Chillycooldots

Serif or Sans Serif

  • Serif

    • A typeface with lines on curves extending from the ends of the letters

A B C a b c

Serif or Sans Serif

  • Sans Serif

    • A typeface that is straight-edged

A B C a b c

a x c

All About Letters

  • x-height

    • The height of the body of all lowercase letters such as the letter x in a typeface. All lower case letters are designed to be no taller then the x-height.

  • Baseline

    • An imaginary horizontal line on which the bottom of letters rest.

b x h

Parts of Letters

  • Ascender

    • The lowercase letter that extend above the x-height – b, d, f, h, and l

g x j

Parts of Letters

  • Descender

    • The lowercase letters that fall below the baseline – g, j, p, and q

Anatomy of Text

Drop Caps

  • A design element in which a letter (usually the first letter of the paragraph) is much larger font and embedded into the surrounding text.

Character Spacing

  • Tracking

    • A feature that enables you to adjust the relative space characters for selected text

      • Adjusts the space between a group of characters or words (applied to the whole word)

Character Spacing

  • Kerning

    • The process of “fine tuning” spacing by adjusting the space between characters

      • Adjusts the space between two characters


The vertical distant between base heights

adjusts the space between lines


  • The placement of text or graphics relative to the margins.

    • Left

    • Right

    • Centered

    • Justified

Reverse Type

  • Reverse Type

    • White or light colored text that appears against a darker background

Reverse Type


  • Dots, dashes, or characters that proceed text or a tab setting.

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