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

AlphabetBaseline

UppercaseLetter

Lowercase Letters

Basic Anatomy

AlphabetBaseline

Descender

Ascenders Counters

X-Height,or Body

Basic Anatomy

AlphabetBaseline

Serif

Serif

Variations & Form

• Sans Serif• Serif

• Bold

• Italic

• Bold Italic

Basic Type Measurements

• point

1/72 inch

size & linespacing

• pica

1/6 inch

line length / column depth

Type Sizes

• Display type

14 pt. or larger

• Text type

smaller than 14 pt.

Other Measurements

• Em space (mutton)

• En space (nut)

Horizontal Spacing

• Letterspacing

• Word Spacing

• Tracking

• Kerning

Kerning

Texas

Kerning

Texas

Texas

Vertical Spacing

• Leading

aka Linespacing

Categories of Type

• Romans

• Sans Serifs• Slab Serifs (Egyptians)

• Scripts*

• Miscellaneous / NoveltyMiscellaneous / Novelty

Romans

• Based on traditional letterforms• Very readable / legible• Two characteristics:

Typography

Sans Serifs

• Contemporary

• Two characteristics:

Typography

Slab Serifs (Egyptians)

• Combine characteristics of romans & sans serifs:

Typography

Scripts

• resembles handwriting• resembles handwriting

Miscellaneous / Miscellaneous / NoveltyNovelty

• Mood

How do we read?

• CAPS vs. lowercase

typography

TYPOGRAPHY

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 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?

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

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. 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

• Aesthetics

• Appropriateness

• Legibility

Leading

Line Length

• Graphics Standards– Corporate identity

Arranging the Type

• justified

• unjustified

- flush left, ragged right

- flush right, ragged left

• centered

• asymmetrical

Designing withDisplay Type

• Relationship to text type

• Mood?

• SettingALL 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 Type

• Breaking Lines

Designing withDisplay Type

Designingwith Display Type

Designingwith Display Type• Breaking Lines

• Arrangement

• Attention-getters

• Letterspacing

• Word Spacing

• Punctuation

• Optical Alignment