What are we interested in? 1. Understand Design 0 2. Digital Image design 3 3. Time-based media Webpage design 2 1

TYPOGRAPHY 1.01 Investigate typefaces and fonts.

What’s the purpose of design? To grab the reader’s attention Accomplished through: Typography Design Principles Design Elements

Typography the style, arrangement, and appearance of text Text should: Be appropriate for the medium used Increase readability

Typeface Categories Typeface – the basic design of a character Typefaces can be divided into five main categories. Serif Sans Serif Ornamental Script Symbol

Serif Typefaces Have strokes at the tips of the letters Easier to read for printed body text Examples: Courier Times New Roman k

Sans Serif Typefaces No strokes at the tips of the letters Easier to read on digital displays Examples: Arial Verdana k

Serif vs. Sans Serif Sans Serif The ends of each character do not have attributes (serifs) Serif The ends of each character do have attributes (serifs)

Ornamental Typefaces Designed strictly to catch the eye Should be used sparingly. Can be hard to read. Used for decoration Should never be used in body text Examples Algerian Bauhaus

Script Typefaces Appear to have been written by hand Should never be keyed in all caps Conveys a formal mood Examples French Script Brush Script Bradley Hand

Symbol Typefaces 11

Fonts Font - the specific size, weight and style applied to a typeface. Examples:Arial, bold, 12 point Arial, italic, 14 point Arial, 10 point Arial is the typeface. Arial, bold, 12 point is the font.

Font Style The font style refers to the slant, weight and special effects applied to the text. Examples: Bold Italic Shadow Shadow Stroke Fill Color Small Caps

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TYPEFACE SPACING Monospace Proportional

Monospaced Typefaces Each character takes up the same amount of horizontal space Harder to read in large bodies of text Courier is monospaced

Proportional Typefaces The amount of horizontal space each character takes up varies. An i is not as wide as an m and receives less space. Better for body text Times New Roman is proportional

Proportional vs. Monospace

TYPOGRAPHY USABILITY & READABILITY Obj. 1.01

What’s the personality? Font choice should convey the meaning or personality that matches the purpose of the design Examples: Sympathy Card – Script Flyer Heading – Decorative Which typeface is more effective?

Where do I start? Font choice should give visual clues about the order text should be read Visual Hierarchy - an arrangement of text in a graduated series to help readers scan and know where to enter and exit the text Create hierarchy through Repetition Contrast Changes in weight, scale, positioning, color, tone, spacing, or font Examples: Headline larger than subheadings Using bold, italics, and color for emphasis

Example of Visual Heirarchy YOU WILL READ THIS FIRST Y OU WILL READ THIS WHEN SKIMMING You will probably not read this on a skim. You will probably not read this unless a phrase is bolded. Your eye will be drawn to this before leaving the page because of contrast in font category and color.

Example of Visual Hierarchy

Too many fonts spoil the design Font choice should be limited to 2 or 3 fonts Too many font choices can be distracting Do not mix 2 fonts from the same category Example: Times New Roman for a heading and Palatino for a subheading; 2 serif fonts Too many fonts used in this example

Good use of font pairing Attitude is everything! Sans Serif paired with a Script typeface

Who is my reader? Font choice should consider the target audience Young readers need fonts that accurately display letters Example: The lowercase “a” in Arial is not displayed the way young readers learn to write the letter “ a ” making the font difficult to read Teen readers enjoy fonts with a modern or edgy feel

Readability Consider the target audience Clearview typeface for highway signs

Is the font for digital or print display? Consider the medium – Test the font to see if it is legible on the intended output Test the Size – the vertical height of a character Test the Style – bold, italic, fill color, stroke color, shadow, small caps Test the Spacing Leading – vertical spacing between of lines of text Kerning – horizontal spacing between pairs of letters Tracking – horizontal spacing between all the characters in a large block of text.

Leading Vertical spacing between lines of text. Pronounced “led-ding.” Referred to as line spacing Single Space Double Space Used to: Slightly increase or decrease the length of a column so that it is even with an adjacent column To force a block of text to fit in a space that is larger or smaller than the text block

Leading Look in the nook to find the book that you borrowed to read. Leading (vertical spacing between lines of text)

Kerning Horizontal spacing between pairs of letters Used create a more visually appealing and readable text. BOOK – before kerning. – after kerning the O’s. Horizontal spacing between pairs of letters Used create a more visually appealing and readable text. BOOK – before kerning. – after kerning the O’s.

Tracking Horizontal spacing between all characters in a large block of text. Makes a block of text more open and airy or more dense. Used to expand or contract a block of text for the purpose of aligning two columns.

Examples of Tracking

Kerning, Leading, Tracking LOOK in the nook to find the book that you borrowed to read. Kerning (horizontal spacing between pairs of letters) Leading (vertical spacing between lines of text) Tracking (horizontal spacing between all characters in a large block of text.