Basic typography
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Basic Typography. Typography. The art and practice of making words both readable and legible . Readability: how easy a text is to read. Legibility: speed with which each word is recognized. Basic Anatomy. Baseline. Alphabet. Uppercase Letter. Lowercase Letters. Basic Anatomy.

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Basic Typography

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Basic typography

Basic Typography


Typography

Typography

  • The art and practice of making words both readable and legible.

  • Readability: how easy a text is to read.

  • Legibility: speed with which each word is recognized.


Basic anatomy

Basic Anatomy

Baseline

Alphabet

Uppercase

Letter

Lowercase Letters


Basic typography

Basic Anatomy

Ascenders

Counters

Alphabet

X-Height,

or Body

Baseline

Descender


Basic typography

Basic Anatomy

Serif

Alphabet

Serif

Baseline


Variations form

Variations & Form

  • Sans Serif

  • Serif

  • Bold

  • Italic

  • Bold Italic


Basic type measurements

Basic Type Measurements

  • point

    1/72 inch

    size & linespacing

  • pica

    1/6 inch

    line length / column depth


Type sizes

Type Sizes

  • Display type

    14 pt. or larger

  • Text type

    smaller than 14 pt.


Other measurements

Other Measurements

  • Em space (mutton)

  • En space (nut)


Horizontal spacing

Horizontal Spacing

  • Letterspacing

  • Word Spacing

  • Tracking

  • Kerning


Kerning

Kerning

Texas


Basic typography

Kerning

Texas

T

exas


Vertical spacing

Vertical Spacing

  • Leading

    aka Linespacing


Categories of type

Categories of Type

  • Romans

  • Sans Serifs

  • Slab Serifs (Egyptians)

  • Scripts*

  • Miscellaneous / Novelty


Romans

Romans

  • Based on traditional letterforms

  • Very readable / legible

  • Two characteristics:

    Typography


Sans serifs

Sans Serifs

  • Contemporary

  • Two characteristics:

    Typography


Slab serifs egyptians

Slab Serifs (Egyptians)

  • Combine characteristics of romans & sans serifs:

    Typography


Scripts

Scripts

  • resembles handwriting

  • resembles handwriting


Miscellaneous novelty

Miscellaneous / Novelty

  • Mood


How do we read

How do we read?

  • CAPS vs. lowercase

typography

TYPOGRAPHY


Serif vs sans serif

Serif vs. Sans Serif

You will find that the serifs on a typeface facilitate the horizontal flow necessary to comfortable reading. As sans serif typefaces do not have serifs, some people find them difficult or uncomfortable to read. The designer should be aware of this and decide for himself whether to use a serif or a sans serif typeface. Which do you find easier to read?


Serif vs sans serif1

Serif vs. Sans Serif

  • You will find that the serifs on a typeface facilitate the horizontal flow necessary to comfortable reading. As sans serif typefaces do not have serifs, some people find them difficult or uncomfortable to read. The designer should be aware of this and decide for himself whether to use a serif or a sans serif typeface. Which do you find easier to read?


Black on white or vice versa

Black on White or Vice Versa?

Is it more difficult to read white type on a black background or black type on a white background? White type on a black background has a tendency to sparkle, which distracts the eye and makes reading difficult.

Is it more difficult to read white type on a black background or black type on a white background? White type on a black background has a tendency to sparkle, which distracts the eye and makes reading difficult.


Bold vs regular

Boldvs. Regular

Bold type can be very effective when used for emphasis or in small quantities. When the designer uses bold type in large quantities, he must ask himself if the excessive blackness of the type is actually aiding legibility.


Bold vs regular1

Bold vs. Regular

Bold type can be very effective when used for emphasis or in small quantities. When the designer uses bold type in large quantities, he must ask himself if the excessive blackness of the type is actually aiding legibility.


Designing with text type

Designing with Text Type

  • Aesthetics

  • Appropriateness

  • Legibility

    Leading

    Line Length

  • Graphics Standards

    • Corporate identity


Arranging the type

Arranging the Type

  • justified

  • unjustified

    - flush left, ragged right

    - flush right, ragged left

  • centered

  • asymmetrical


Designing with display type

Designing withDisplay Type

  • Relationship to text type

  • Mood?

  • Setting

    ALL CAPS

    all lowercase

    Cap First Letter Of Every Word.

    Cap First Letter of Important Words.

    Cap first letter of first word only.


Designing with display type1

Designing with Display Type

  • Breaking Lines

Designing with

Display Type

Designingwith Display Type


Designing with display type2

Designingwith Display Type

  • Breaking Lines

  • Arrangement

  • Attention-getters

  • Letterspacing

  • Word Spacing

  • Punctuation

  • Optical Alignment


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