3. Typography
Legibility
• Speed and ease with
which individual letters
can be recognized
Readability
• Likelihood that your
readers will pick up
material, read it and
take action
4. Typography
• Case
– Lower and upper
• X-height
– The height of the lower
case letter x
• Ascender
– Any part of a letter that
goes above the x-height
• Descender
– Any part of the letter that
goes below the baseline.
• Cap height
– Height of the capital
letters of a typeface
5. Pallets
•Font
•Style
•Font Size • Leading
•Kerning • Tracking
•Vertical Scale • Horizontal Scale
•Baseline Shift • Skew
•Left Indent • Right Indent
•First Line Left Indent • Last Line Right Indent
•Space Before • Space After
•Drop Cap # of Lines • Drop Cap on or more characters
6. Terms
• Typeface • Baseline
– Single set of letter forms – Is the line invisible line
• Type Family letters “sit” on
– Several font designs • Character
representing a range of – Single letter form or unit
style variations with a • Counter
common base.
– Space enclosed by the
• Type style strokes of a letter
– light, medium , bold,
italic, etc.
7. Serif vs. San-Serif
Screen Print
Heading Heads: Minimum of 2 Heads: Minimum of 2
times larger than times larger than subheads
subheads
Subheads: minimum of 2
Subheads: minimum of 2 pts larger than body copy
pts larger than body copy
Body San-Serif Serif
Weight Bold Bold
Captions Same size as body text 2 pts larger or 1 pt smaller
8. Serif Text
• Has hooks, feet and brackets • Times New Roman
• Highly readable – in print
• Book m an
• Garamond
• Palatino
• Baskerville
• Bodoni
• Rockwell
• Palatino
9. San-Serif Text
• Perceived as modern, • Helvetica
cosmopolitan, scientific and
up-to-date • Futura
• Read less accurately – unless
on screen
• Gill Sans
• Arial
• Myriad
• Century Gothic
• Calibri
• Franklin Gothic
• Tahoma
12. Justification
Ragged Right Text Justified Text Centered Text Ragged Left Text
This is the standard Potential problem: Potential problem: Potential problem:
for justification rivers of white space Beginning of each Demands more
lead to vertical pull line is difficult to find effort from your
Problems can be “Ladders are created reader
overcome if your use by repeating
other justification for hyphens
no more than 30% of More than three is a
your layout “red alert” Narrow
columns create
uneven word
spacing
13. Adding Emphasis
• Use in small doses
• “It’s critically important that all people volunteer at least one time”
• “It’s critically important that all people volunteer at least one time”
• “It’s critically important that all people volunteer at least one time”
• “It’s critically important that all people volunteer at least one time”
• “It’s critically important that all people volunteer at least one time”
• “It’s critically important that all people volunteer at least one time”
• “It’s CRITICALLY IMPORTANT that all people volunteer at least one time”
14. Hard-To-Read Text
• LINES OF COPY SHOULD BE INVITING TO READ, NOT AN OBSTACLE
TO OVERCOME
• Lines of copy should be inviting to read, not an obstacle to overcome
• LINES OF COPY SHOULD BE INVITING TO READ, NOT
AN OBSTACLE TO OVERCOME
• Lines of copy should be inviting to read, not an obstacle to overcome
• Lines of copy should be inviting to read, not an obstacle
to overcome
