Source: Digital Desktop Publishing--Font Basics ascender line baseline x-height line ascender descender Source: Digital Desktop Publishing--Font Basics ___DC I Unit 4 Typography_Font Basics

Source: Digital Desktop Publishing--Font Basics INTRODUCTION Typography Study of all elements of type Study includes shape, size, and spacing of characters Originally set with small metal letters Combined typeface, style, and size into single name Source: Digital Desktop Publishing--Font Basics

Source: Digital Desktop Publishing--Font Basics INTRODUCTION Typeface Shape of letter such as Times New Roman Style Bold or italic Size Measured in points (VERTICAL MEASUREMENT) Source: Digital Desktop Publishing--Font Basics

Source: Digital Desktop Publishing--Font Basics Type Description Lines Baseline Bottom line on which letters sit X-height Middle line Ascender line Top line Extensions Descender Portion of the letter below the baseline Ascender Portion of the letter above the x-height Source: Digital Desktop Publishing--Font Basics

Source: Digital Desktop Publishing--Font Basics Type Description ascender line baseline x-height line ascender descender Source: Digital Desktop Publishing--Font Basics

Source: Digital Desktop Publishing--Font Basics Type Description Anatomy of Type Stroke Width of line used to create letters Counter Opening inside a letter such as “p” Serifs Small decorative extensions at the end of main strokes of letters Sans Serifs Font with no serifs (sans means without) Source: Digital Desktop Publishing--Font Basics

Source: Digital Desktop Publishing--Font Basics Type Description Size Measured using characters that have ascenders and descenders Height of typeface is measured (not width)-- vertically to determine distance between highest and lowest character in the font. Source: Digital Desktop Publishing--Font Basics

Source: Digital Desktop Publishing--Font Basics Type Attributes Faux Fonts Fonts that are created by taking a font and adjusting it to make it appear bold or italic Effects Small Caps Changes characters to capitals but maintains size difference between upper- and lower letters Source: Digital Desktop Publishing--Font Basics

Source: Digital Desktop Publishing--Font Basics Type Attributes Underline Less important than it used to be, as with typewriters it had to be used in place of italics Reverse Type Image of white text on a dark background Used for emphasis This is reverse type. Source: Digital Desktop Publishing--Font Basics

Source: Digital Desktop Publishing--Font Basics Type Attributes subscript superscript small caps shadow strikethrough Source: Digital Desktop Publishing--Font Basics

Source: Digital Desktop Publishing--Font Basics Selecting Fonts Long Text Passages Reading is about seeing a phrase and reading it as a unit Fonts that are readable are: Less ornate Letters that are about the same width Balanced height-to-width ratio Medium strokes with slight differences between narrow and wide strokes Avoid unusual serifs and wide counters Mirrored letters such as “d” or “b” should be easy to distinguish Source: Digital Desktop Publishing--Font Basics

Source: Digital Desktop Publishing--Font Basics Selecting Fonts Short Text Passages Font shouldn’t be too unusual Fonts that attract attention rather than distract Pick fonts that convey the message Source: Digital Desktop Publishing--Font Basics

Business of Publishing Font Selection Choice of font is important business decision Choice of font is part of business’ image Used consistently throughout publications Typefaces convey different messages Source: Digital Desktop Publishing--Font Basics

Source: Digital Desktop Publishing--Font Basics Proofreading Tips Check for unintentional mixture of fonts-- mixtures of fonts that you didn’t intend Source: Digital Desktop Publishing--Font Basics