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The art of using text to produce professional looking publications.
Typography
Fonts are grouped into families and given a name:
ArialGaramondComicTimes
Font Families
Arial Black Arial Narrow Arial Rounded MT Bold Arial Unicode MS It’s like your own Family. We have the Smith familyDad- Frank SmithMom- Mary SmithSon- Sam SmithEach are part of the Smith family but they are all
individuals (type style) who have the same last name.
Within a Font/Type Family there can be many members including:
Styles are applied to fonts to change the way they look. Examples of the most common type styles include:BoldItalicsBookRoundHeavy
Styles:
A font/type becomes a typeface once a style has been applied to it. For example:
Arial ItalicTimes New Roman narrowRockwell Extra Bold
Typeface
Fonts are used to help create a mood or a feeling in a publication. Fonts can also limit or enhance readability so choose your fonts carefully.
Not good choices for extended amounts of body copyThin lines almost disappear, thick lines are
prominent
Effect on the page is called “dazzling”
Modern
Used in children’s books because of clean, straightforward lookExamples:
Times New RomanCalifornian
Serif
“sans” (without) in FrenchNo thick/thin transition Same thickness all the way aroundGreat for creating eye-catching pages
Sans Serif
Like cheesecake- they should be used sparingly so nobody gets sick
Script
Easy to identify. If the thought of reading an entire book in that font makes you wanna throw up, it falls under decorative.
Fun, distinctivePowerful use is limitedOften used in headlines
Juice Chilly cooldots
Decorative
SerifA typeface with lines on curves extending from
the ends of the letters
Serif or Sans Serif
A B C a b c
Sans SerifA typeface that is straight-edged
Serif or Sans Serif
A B C a b c
x-heightThe height of the body of all lowercase letters
such as the letter x in a typeface. All lower case letters are designed to be no taller then the x-height.
BaselineAn imaginary horizontal line on which the
bottom of the letters rest.
All About Letters
a x c
AscenderThe lowercase letter that extend above the
x-height – b, d, f, h, and l
Parts of Letters
b x h
DescenderThe lowercase letters that fall below the
baseline – g, j, p, and q
Parts of Letters
g x j
A design element in which a letter (usually the first letter of the paragraph) is much larger font and embedded into the surrounding text.
Drop Caps
Tracking A feature that enables you to adjust the relative
space characters for selected textAdjusts the space between a group of characters or
words (applied to the whole word)
Character Spacing
KerningThe process of “fine tuning” spacing by
adjusting the space between charactersAdjusts the space between two characters
Character Spacing
LeadingThe vertical distance between base heights;
adjusts the space between lines.
Character Spacing
The placement of text or graphics relative to the margins.LeftRightCenteredJustified
Alignment
PicaTraditional typographic measurement of 12
points or 1/6 of an inch. These letters are 12 points or 1 pica high.
Spacing is often measured in picas. For instance, in a yearbook spread, all elements should be at least one pica apart.
Units of Measurement
PointsThe basic measurement system used to
measure the size of type. There are 72 points to an inch.
72 point font
Units of Measurement
Reverse TypeWhite or light colored text that appears against
a darker background
Reverse Type
Reverse Type
LeadersDots, dashes, or
characters that proceed text or a tab setting.