Post on 26-Dec-2015
Typography Concepts
• Typeface Anatomy • Typeface Categories
– Text– Display– Decorative
• Emphasis Strategies• Point size/ Measure/ Leading
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
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