Typography Conveys mood Communicates attitude

The Letters X-height –the height of the main body of a lower case letter (literally, the x) x j Cap height –the height of uppercase letters of a font A B C

The Letters Ascender – the part of lower case letters that extends above the x-height b d h Descender – the part of lower case letters that extends below the baseline g p y

The Letters Bowl – the rounded space within letters such as b and Q Serif – the short cross strokes of some typeface T f m

Typefaces Conventional Serif, small x-height, tall extenders & descenders Contemporary Sans serif, high x-height, short extenders and descenders

Typefaces Dignified Serif, bowls and vertical letterforms slightly narrowed Hattenschweiler Friendly Rounded bowls and letterforms Tahoma

Type Styles Bold heavier stroke, -headings, subheads -avoid using bold type for emphasis within blocks text. Italics work better.

Type Styles Avoid: Shadow text Outline text Underlined text Consider: Small caps for acronyms

Type measurement Points –best standard of measurement Measured in smaller increments 0.1 Used by most programs Vocabulary of typesetting is in points Used for line spacing and rule thickness 6 picas = 1 inch 12 points = 1 pica 72 points = 1 inch

Kerning and Tracking Kerning – reducing or adding space between letter pairs Tracking -adjusting space in a string or block of text generally loose or tight

Line Spacing Leading –vertical space alloted to a line of type Use tighter leading in headlines Use looser leading for body text

Leading Design programs allow you to adjust leading for special effects, such as logos

Special Type Effects Reversing type Screening type 50% off

Special Type Effects and type Rotating type Setting

Special Type Effects Filling type