MODULE 16: TYPOGRAPHY

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Type selection

starts with

the BASICS

of style and

size.

GROUPS OF TYPEFACES SHARE SIMILAR CHARACTERISTICS.

TYPEFACES HAVE FAMILIES.

TYPE IS MEASURED IN POINTS.

COLUMN WIDTHS SHOULD BE IN PROPORTION TO TYPE SIZE.

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POINT SIZE indicates the height of typography and is measured from the ascender to the descender.

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Times is a popular SERIF font. Helvetica is a popular SANS SERIF font.

This is 36-point TimesThis is 36-point Times ItalicThis is 36-point Times Bold

This is 36-point Times Bold Italic

This is 36-point HelveticaThis is 36-point Helvetica Italic

This is 36-point Helvetica BoldThis is 36-point Helvetica Bold Italic

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LEADING, the white space between lines of typography, is measured in points.

With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team.

With his head in his hands and the

sweat coming down his face,

sophomore Brandon Gonzales knew it

was all worth it when he placed third

in the district race. He finished with a

time of 20:06 to lead the junior varsity

team.

NORMAL LEADING EXPANDED LEADING

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CAPITALIZATION: Some styles are best used for primary headlines, not for stories and captions.

this is lower case

This is sentence style

THIS IS ALL CAPS

THIS IS SMALL CAPS

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Type

SETTINGS are important

to design and

readability.

READABLE TYPE COMMUNICATES CONTENT CLEARLY.

THE ALIGNMENT OF TYPE AFFECTS READABILITY.

PARAGRAPH INDENTS SHOULD BE CONSISTENT.

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ALIGNMENT: Don’t always use justified alignment for stories and captions. Consider align left for variety.

With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team.

With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team.

With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team.

With his head in his hands and the sweat coming down his face,

sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a

time of 20:06 to lead the junior varsity team.

JUSTIFIED ALIGN LEFT

CENTERED ALIGN RIGHT

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Type

DECISIONS should always

be made

to help readers.

CONTRAST IS KEY TO EXCITING DESIGN.

HEADLINES AND CAPTIONS REQUIRE CLOSE ATTENTION.

BODY COPY SHOULD BE EASY FOR THE READER TO READ.

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TYPOGRAPHY must be readable and consistent. For best results, use a limited number of fonts.

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A lively PRIMARY HEADLINE features a dominant word. The SECONDARY HEADLINE is much smaller.

PRIMARY HEADLINE

SECONDARY HEADLNE

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The QUOTE is displayed in the same font and color as the secondary headline.

QUOTE

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The STORY uses a serif font, align left alignment with a drop cap that matches the primary headline.

STORY

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The CAPTION uses an overline that repeats the headline colors. The caption text matches the story font.

CAPTION

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The CONTENT MODULE features the same typographic techniques used throughout the spread.

CONTENT MODULE