Typography An introduction on how to use typefaces

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Presentation transcript:

Typography An introduction on how to use typefaces adapted from the book The Non-Designer’s Type Book by Robin Williams

Why Does It Matter? Design is about communication Good design is easier to read and follow Readable and legible type communicates effectively

Parts of a Typeface serif ascender Typography x-height descender

Categories of Typeface Old Style Slab Serif Modern Sans Serif Script Decorative

Characteristics of Oldstyle serifs on lowercase letters are slanted serifs diagonal stress slight transition between the thick/thin strokes Extremely readable and gives a professional look Use for body text

Examples of Oldstyle Centaur Garamond Perpetua Example: Harvard University

Characteristics of Modern serifs on lowercase letters are horizontal and thin vertical stress extreme transition between the thick/thin strokes Conveys a cool, elegant, or striking look Use for display text

Examples of Modern Elephant Niagara Solid Bodini MT Example: Vogue Magazine

Characteristics of Slab serif serifs on lowercase letters are horizontal and thick serifs vertical stress very little transition between the thick/thin strokes Conveys a simple, less formal look Use for body text

Examples of Slab serif Lucida Bright Century Schoolbook Rockwell Example: Baylor University

Characteristics of Sans serif no serifs no thick/thin transition in the strokes no stress Conveys fresh, clean look Use for body or display text

Examples of Sans serif Century Gothic Arial Verdana Example: Sephora

Characteristics of Script letters are usually connected mimics hand lettering Use for creative artwork, logos, drop caps, or letterhead Not for body text

Examples of Script Blackadder ITC Edwardian Script ITC Vivaldi Example: Krispy Kreme Donuts

Characteristics of Decorative Blocks named for what it resembles can help set a mood Use for creative artwork, logos, drop caps, or letterhead Not for body text

Examples of Decorative Baby Blocks Chiller Jokerman Example: Disney

Resource Williams, R. (1994). The non-designer's type book. Berkeley, CA: Peachpit Press.