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• Introduction to Typography

LESSON 7

…Typography is, quite simply,the art and technique of arranging type.

WHAT ISTYPOGRAPHY?

WHY TYPOGRAPHYIS IMPORTANTFriendlyAGGRESSIVETraditionalModernFeminineMasculineChaoticCalm

WHY TYPOGRAPHYIS IMPORTANT

TYPEFACES V FONTS

Franklin Gothic BookFranklin Gothic MediumFranklin Gothic DemiFranklin Gothic HeavyFranklin Gothic Medium CondensedFranklin Gothic Demi Condensed

TYPEFACE =FONT = Franklin Gothic Book

BASIC FORMS

Sans-SerifSerif

BASIC FORMS | Serif

Serif

BASIC FORMS | Serif

BASIC FORMS | Serif

Un-bracketedBracketed

BASIC FORMS | Serif

Slab Serif

BASIC FORMS | SerifSlab Serif

BASIC FORMS | Sans-Serif

Sans-Serif

BASIC FORMS | Sans-SerifSans-Serif

TEXT TYPE v DISPLAY TYPE

TEXT TYPE

DISPLAY TYPE

TYPE CLASSIFICATION

TYPE CLASSIFICATION | Serif

TYPE CLASSIFICATION | Serif

TYPE CLASSIFICATION | Serif

TYPE CLASSIFICATION | Serif

TYPE CLASSIFICATION | Serif

Sans Serif

TYPE CLASSIFICATION | Sans-Serif

TYPE CLASSIFICATION | Sans-Serif

TYPE CLASSIFICATION | Sans-Serif

TYPE CLASSIFICATION | Sans-Serif

TYPE CLASSIFICATION

TYPE CLASSIFICATION | Others

TYPE CLASSIFICATION | Others

TYPE CLASSIFICATION | Others

TYPE CLASSIFICATION | Others

WEIGHTS & STYLES

UPPERCASE v lowercase

ANATOMY

SIZE & MEASUREMENT

Not all created equal Not all created equalNot all created equal

SIZE & MEASUREMENT

SIZE & MEASUREMENT

TypeAscender line

Descender line

Font Size

SIZE & MEASUREMENT

KERNING

Kerning is the adjustment of space

between two specific letters.

TRACKING

Tracking is the spacing of

a group of characters.

LEADING

Leading describes the vertical space

between each line of type.

Baseline

Baseline

MEASURE

Measure is an important thing to get right in typography as it can be crucial to the readability of the text. If the measure is too wide the text may be difficult to read as the eye has to move a lot more after each line is read.

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzabcdefghijklmn

Measure is an important thing to get right in typography as it can be crucial to the readability of the text.

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Measure is an important thing to get right in typography as it can be crucial to the readability of the text. If it is too narrow it can also be tiring on the eye to read, as the eye is constantly moving back and forth. A narrow measure will also lead to a lot of hyphenation.

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HIERARCHY & SCALE

Headings are usually largeSub-headings are smallerBody type is smaller still

Headings are usually large

Sub-headings are smallerBody type is smaller still

COMBINING TYPE

FACTORS FOR COMBINING TYPEMost projects don’t need more than two Typefaces.

When combining Typefaces consider their basic characteristics:

• Similar Historical Period with different features may work well.

• Maybe choose very opposite Typefaces, one traditional and sober, the other, friendly and warm.

• Typefaces with similar Body Height can work well as long as their styles are contrasting.

COMBINING TYPEContrast & Mood

WEIGHT

STYLE & DECORATION

SCALE & HIERARCHY

CLASSIFICATION

STRUCTURE

EXTREME CONTRAST

MOOD

RECAP

5 Rules to become a better Typographer

RECAP

1: Concentrate on how the Body Text looks

RECAP

2: Point Size – 10 -12 Point

RECAP

3: Line Spacing – 120 – 145% of Point Size

RECAP

4: Line Length – 45 – 90 characters per line

RECAP

5: Font Choice – Use Professional Fonts

TYPOGRAPHYWhat is Typography

Why it is important

Typefaces v Fonts

Basic forms

Text Type v Display Type

Type Classifications

Factors for Combining Type

Recap

Create aTYPOPGRAPHIC IMAGE

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LINE SHAPE (FORM) COLOUR TEXTURE SPACEMASS (SIZE)

ELEMENTS | For Web

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