Basic typography
Download
1 / 31

Basic Typography - PowerPoint PPT Presentation


  • 100 Views
  • Uploaded on

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.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Basic Typography' - teryl


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.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

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 Anatomy

Ascenders

Counters

Alphabet

X-Height,

or Body

Baseline

Descender


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


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



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


ad