Headings and Text What makes headings stand out?

Headings & Text If you want to apply skills in Photoshop and Illustrator, the software most professionals use in creative IT, you need to be aware of the techniques and terminologies of graphic design

Fonts or typeface unit of measure is the point (or pt) 72 point correspond to approximately 1 inch in height of the lettering A pica is 12 pt. 6 picas is equivalent to 72pt

Word document: pt pt Web page pt Business card 6 - 8pt Easy reading pt Common type sizes

Convert between units of measurement Point sizePicasInchesmm /

Convert between units of measurement Point sizePicasInchesmm / / / /122.1

Serif or Sans Serif Serif: G Sans serif: G e.g. Georgia, Times New Roman, Garamond e.g. Arial, Verdana, Tahoma, Helvetica, Comic Sans

Fonts and typeface are … Typeface The typeface is the name or design of a font, e.g. Times New Roman Arial Comic Sans Font The font is a combination of typeface and style, e.g. colour, italic, weight (bold or light), and size, e.g. Times New Roman ARIAL Comic Sans

Fonts and typeface are … However, most people refer to type and font as the same thing!

Use of font style Compare using Arial with bold formatting (a font): Hello and Arial Black (a typeface): Hello Arial Black is a bold typeface but isn’t the same as using Arial then applying bold formatting

Use 2 typefaces for contrast Do not combine 2 serifs or 2 sans serifs (clash)

Use 2 typefaces for contrast Often designers combine a serif and a sans serif to contrast visually Classically, use sans serif for the heading and serif for the body text, or the other way around

Don’t use more than 2 fonts When you use 3 or more typefaces you loose consitency Think of a “ransom” note: K E E p t h e c o a h c

Proportional and Non-proportional Type

Letter variation Circular characters tend to look slightly shorter - font designers make them bigger: Z O O

Kerning or Tracking Kerning is the gap between 2 letters Tracking is kerning applied to all letters uniformly

Kerning Kerning is also used to correct the gap between some letter pairings, e.g. W and A or V and A

White Space White space is extra space around words which add emphasis

Leading or line-spacing An example of reduced leading Also an example of heading and strapline

Alignment Left confident logical Right modern different Centre traditional formal The “Golden Rule of alignment”: Stick to one alignment. Do not use more than one alignment on the same page

Contrasts Size, colour, case, typeface: a z and two noughts ZOO

Contrasts Kerning, direction, case OO A Z AND TWO NOUGHTS Z

Reverse Text Adding contrast: ZOO A Z AND TWO NOUGHTS

Vertical text Normally vertical text is titled not stacked: ZOOZOO A Z AND TWO NOUGHTS ZOO

Afterthought “Know the rules so you can break them” Fashions change with time