Putting it into words SHORTCOURSE typography

Style –Serif font – has “feet” Times, Palatino, Goudy Old Style –San serif font – sans means without (without “feet”) Helvetica, Eurostyle, Franklin Gothic –Decorative font – considered specialty fonts (do NOT use in all caps or in large amounts of copy) Zapfino, Braggadocia, Chicago House

Size – there is a hierarchy of size most graphic designers follow –Main Headline – anything above 36 pt. –Secondary Headline – half the size of the main headline –Body Copy – 9 pt. to 12 pt. –Caption Copy – 7 pt. to 9 point –Bylines – 6 pt – whatever works with the design (usually under 14 pt.

Case –ALL CAPS –Sentence style –Headline Style Would Look Like This –S MALL C APS

Main (primary) –grabs readers attention & advertises content Secondary –provides details that give more info/depth Label –gives quick identification with descriptor word(s)

Informative & insightful Grabs the readers attention, tells us something or creates a mood/tone Visual/verbal connection Should work together with photos or artwork through tone, color, type choices Literary techniques Onomatopoeia – bing, bang, bonk Alliteration – she sells sea shells Rhyming – flower power Play on words/pun – “Entertainment Weekly” masters at this type of headline treatment

examples// color choice headline styles artistic touches Label headline Use of linking colors Artistic use signature

examples// color choice headline styles artistic touches proximity alignment Dominant headline Play on words Contrasting colorArtistic treatment Proximity & alignment

examples// color choice headline styles artistic touches * layering What do YOU see? Contrasting color

examples// color choice headline styles use of photograpy backround layering What do YOU see?

examples// color choice using type as art artistic touches use of lines What do YOU see?