TYPOGRAPHY (a teeny tiny introduction)

A variety of letterforms

professional typefaces include multiple weights

Terms

DO

clarity and readability. Edit your writing for clarity and readability. Be aware that text format, clarity and readability is different in a 1-page design layout than it is in an a school paper, article, or book. The imagery, layout and words work together to create meaning. DO: edit your text

Contrast (Variety) Repetition (Unity) Alignment Proximity DO: use the principles of contrast, repetition, alignment and proximity

BEFORE and AFTER applying the principles of contrast, repetition, alignment and proximity

Many designs use 3 typefaces to achieve contrast while maintaining unity. For example: a display typeface for the main title or heading, a san serif typeface for sub headings, and a serif typeface for body copy or longer text sections. DO: use up to 3 typefaces, but not more (yet)

DO: experiment pairing serif and sans serif typefaces

Hierarchy of the content Determine the Hierarchy of the content DO: use hierarchy

DO: use hierarchy

DO: use hierarchy

DO: use hierarchy

DO: design how space is used in your work. Arranging and organizing space is the strongest tool in design layout.

DO NOT DO

USE CAPITAL LETTERS TO CREATE CONTRAST IN HEADINGS OR OTHER SHORT PHRASES, BUT AVOID USING ALL CAPITAL LETTERS WHEN YOU HAVE A LOT TO SAY (PARAGRAPHS OR BODY COPY), BECAUSE WE TIRE OF READING THEM. THEY ARE HARDER FOR US TO READ — REALLY. DO NOT: use caps for more than a short phrase

Using the type tool to create an underlined word can often make the type difficult to read because it interferes with the letters and makes the text feel crowded. This is a problem because often underlined words are used for emphasis or they contain important information; we need to be able to read this information. DO NOT: use the underline tool

DO NOT: use script or other difficult to read type styles / typefaces for more than a short phrase

DO NOT: create a design layout that unintentionally resembles a research paper. Break up your text. Avoid 12pt Times Roman. Remember that image, layout, and words work together.

can be difficult to read as well. This is especially true Centered alignment can be difficult to read as well. This is especially true if there is a variety of line lengths. DO NOT: use centered alignment for long passages of text.

There is no perfect type size. Type that is too big for You will need to print your work to see how it will look. Type that is too big for the context looks strange, but type that is too small cannot be read. Consider all the eyes that need to read your message.

DO NOT: use stretched type DO NOT: use stretched type. It indicates a novice designer or a lazy designer.

DO NOT: use borders

Hyphe-nation and other strange breaks in lines of text like this. DO NOT: use hyphenation or line breaks that leave a single word isolated on its own line.

The Worst Hyphen- ation is in Titles

DO: use vertical orientation where the letters are rotated (ex: type on the left) DO NOT: use vertical orientation where the letters loose their proper relationships (ex: type on the right)

Handwriting A font is not handwriting; write it. DO NOT: use handwriting fonts. If you want handwriting, use handwriting.

Jessica Hische PSA

FLOW

Can you draw a simple path from the first element you want to “read” (image or text) to the next… to the next… to the next…

This is not a good layout because the eye has to go to each corner to gather information. There is not one clear line for the eye to follow.

using the tools