Introduction to Type Berkeley PBL Marketing Fall 2010
Be Conscious • Notice details • State the good or bad in words
Type Contrasts • Size • Weight • Structure • Form • Direction • Color
Weight 1 • Quicksand Light • Quicksand Book • Quicksand Bold
Now What? • Combine the contrasts • Name old conflict problems and change them into contrasts
Introduction to Type – Part II Berkeley PBL Marketing Fall 2010
Readability vs. Legibility Readability: extended amount of text Legibility: short burst of text
Readability 1 • Would your professor consider this font (Quicksand) readable if you wrote an entire paper in this? • What are the best choices for readable fonts?
Readability 2 • Certain oldstyles, though not every one • Moderation in serifs, x-height, stroke weights, thick/thin transitions (invisibility) • Examples • Times New Roman, Garamond, Adobe Caslon Pro, Arno Pro, Minion Pro
Readability 3 • Nonexamples: Georgia, Gentium, Uqammaq, SlabTallX • ALL CAPS aren’t readable (form)
Readability 3 • Letter Spacing (Kerning) • Word Spacing • More on this later
Readability 4 • Line length: rules of thumb • 65 characters; 9-10 words/line; point size of text times 24 • Don’t justify if it’s shorter than any of these rules of thumb
Readability 5 • Linespacing (Leading) • Increase • Line length longer than average • Fonts with large x-height • Reversing type (white on black) • Decrease • Fonts with small x-height • More on this later
Readability 6 Which type appears smaller? Which type appears smaller? Try not to reverse a type that has delicate features. Thin lines will disappear when printed.
Readability 7 • Italicizing an entire paragraph results in less readability. Also, using script for an entire paragraph would decrease legibility as well.
Readability 8 • Use moderation: no need to be boring, but just make conscious choices • Make your text invisible, which does depend on your font choice, line length, leading, and kerning
Legibility 1 • Short bursts of text • Scanning and skimming pages • Reading signs • When a short important/word or name has to be read
Legibility 2 • Sans serifs • But if certain characters just look too strange would it still be legible?
Legibility 3 • x-heights are important • x-heights are still important
Legibility 4 • Monospaced fonts like Courier automatically deal with kerning, which makes it less legible
Legibility 5 Constitution Ave CONSTITUTION AVE Massachusetts Ave MASSACHUSETTS AVE Independence Ave INDEPENDENCE AVE