Introduction to Type in Graphic Design AEE 210 Jim Lucas Modified by Luke Reese

Overview After this presentation, you should be able to describe: – Basic typeface styles – Basic terminology as applied to type – Basic uses of type

Type terms Font--a complete set of characters of one specific size, style and weight Family--fonts that share a similar form – Arial Narrow – Arial – Arial Black Weight--refers to the “thickness” or boldness of the type shadowed, etc. Style--refers to whether the font is roman (normal), italic, shadowed, etc.

Type Terminology Point size--height of the type as measured in points X-height--height of a typical lower case letter; type can have a different x-height and be the same point size – 24 point Goudy – 24 point Albertus

Basic type definitions Serif--typefaces with lines and extensions on the end (Times) Sans serif--typefaces without lines on the end; sans means without in French (Arial) Script--typefaces that look like handwriting (Script) Decorative--fun, whimsical fonts that employ special designs (Jokerman)

Using type Serif fonts – more readable in large blocks – Use in blocks of 10 – 12 words San Serif fonts – more legible for short blocks of text – Use in blocks of 7 – 8 words – Avoid many style changes As a general rule: Use two types, one serif and one sans serif Avoid all capitals

Overview of type use Serif--best for large bodies of text Sans serif--best for headlines and section heads Script--best for invitations or large sized headlines; bad for large blocks of text Decorative--best for headlines or decorative items; avoid in formal or very professional designs

Type Relationships Concordant – Designs using a single font – May employ differing weight or style – Simple, formal and elegant design Contrast – Two noticeably different types – Bold, exciting designs Conflicting – Two similar, yet different fonts – Avoid conflicting font relationships

Kerning – Computer automatically spaces letters – Shape of letter makes auto-spacing look off – HL verticals need the most space – HO vertical with curve needs less – OC two curves need very little space – OT curves can extend under or over a bar – AT kern a lot when the letters have a lot of white space

Leading Space between lines is normally set at 20% of type size – 10 point font + 2 point space = 12 point leading – Set leading to smallest type size – Make leading smaller than the point size if you use all caps or have few descenders – Use more leading in brochures for easy reading – Use +5 – 6 leading after paragraphs

Widows and orphans Avoid dangling a single word on a line at the end of a paragraph (widow) Avoid a single line paragraph at the start of a new page or column (orphan)