The art of using text to produce professional looking publications.

Fonts are grouped into families and given a name: Arial Garamond Comic Times

 Arial Black  Arial Narrow  Arial Rounded MT Bold  Arial Unicode MS It’s like your own Family. We have the Smith family Dad- Frank Smith Mom- Mary Smith Son- Sam Smith Each are part of the Smith family but they are all individuals (type style) who have the same last name.

Styles are applied to fonts to change the way they look. Examples of the most common type styles include: Bold Italics Book Round Heavy

A font/type becomes a typeface once a style has been applied to it. For example: Arial Italic Times New Roman narrow Rockwell Extra Bold

Not good choices for extended amounts of body copy Thin lines almost disappear, thick lines are prominent Effect on the page is called “dazzling”

Used in children’s books because of clean, straightforward look Examples: Times New Roman Californian

“sans” (without) in French No thick/thin transition Same thickness all the way around Great for creating eye-catching pages

Like cheesecake- they should be used sparingly so nobody gets sick

Easy to identify. If the thought of reading an entire book in that font makes you wanna throw up, it falls under decorative. Fun, distinctive Powerful use is limited Often used in headlines Juice Chilly cooldots

Serif A typeface with lines on curves extending from the ends of the letters A B C a b c

Sans Serif A typeface that is straight-edged

x-height The height of the body of all lowercase letters such as the letter x in a typeface. All lower case letters are designed to be no taller then the x-height. Baseline An imaginary horizontal line on which the bottom of the letters rest. a x c

Ascender The lowercase letter that extend above the x-height – b, d, f, h, and l b x h

Descender The lowercase letters that fall below the baseline – g, j, p, and q g x j

A design element in which a letter (usually the first letter of the paragraph) is much larger font and embedded into the surrounding text.

Tracking A feature that enables you to adjust the relative space characters for selected text Adjusts the space between a group of characters or words (applied to the whole word)

Kerning The process of “fine tuning” spacing by adjusting the space between characters Adjusts the space between two characters

Leading The vertical distance between base heights; adjusts the space between lines.

The placement of text or graphics relative to the margins. Left Right Centered Justified

Pica Traditional typographic measurement of 12 points or 1/6 of an inch. These letters are 12 points or 1 pica high. Spacing is often measured in picas. For instance, in a yearbook spread, all elements should be at least one pica apart.

Points The basic measurement system used to measure the size of type. There are 72 points to an inch. 72 point font

Reverse Type White or light colored text that appears against a darker background Reverse Type

Dots, dashes, or characters that proceed text or a tab setting.