typography concepts typeface anatomy typeface categories –text –display –decorative emphasis...

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Typography Concepts

• Typeface Anatomy • Typeface Categories

– Text– Display– Decorative

• Emphasis Strategies• Point size/ Measure/ Leading

Typeface Anatomy

Typeface Categories- Text

• Designed for readability over long passages

• Typically serif • Times New Roman

• Bookman• Georgia• Verdana

Typeface Categories- Display

• Designed for titles and headings

• Typically sans-serif

• Ariel

• Trebuchet • Verdana • Tahoma• Bernhardt Modern Roman

Typeface- Decorative

• Designed for stylistic reasons

• Typically unprofessional or illegible

• Comic Sans• Jokerman• Edwardian Script• Rosewood

Emphasis Strategies

• Bold

• Italics

• Underline

• ALL CAPS• SMALL CAPS• Point size

• Alignment

Point Size, Measure, and Leading

• Point size: Height of typeface, point: 1/72 inch.

• Measure: Line length

• Leading Space between lines

Rules of Thumb

• Balance the point size and measure so no more than two lowercase alphabets can fit on each line.

• Balance point size and measure so nine to ten words averaging 5 ½ characters fill the measure.

• Balance point size and measure so each measure contains between 27 and 70 characters, ideally around 40.

• With longer measures more leading is needed to help readers find the next line.

• Display type often needs negative leading