1. Selecting a Typeface
MKT 4123
Advertising

2. Readability Most important consideration in selecting a typeface
Good-helps people read
Bad-prevents them from reading
Factors that influence readability
Style
Boldness
Size
Length of line
Spacing between words, lines & paragraphs

3. Appropriateness This type evokes a feeling of…
Each typeface and size conveys a mood or feeling apart from the words and their meaning
Use this type to advertise…
This type evokes a feeling of…
This type reminds me of…
Is this script universal?

4. Harmony/Appearance Don’t mix too many typefaces (disharmony, clutter)
Match typefaces to other ad elements (illustration, layout)
Choose typefaces in same family or that are closely related in appearance

5. Emphasis Can use typefaces to emphasize certain points
Use more than one typeface
Bold
Italics
Small/large
Capital letters/lowercase letters
Don’t emphasize too much or you won’t emphasize anything

6. Classes of Type
Display type – larger & heavier; useful in headlines, subheads, logos, addresses, & for emphasis
Text type – smaller & finer; used in body copy

7. Type Groups Serif (roman) type
Most popular type – readability & warm personality
Small lines or tails called serifs that finish the ends of the main strokes
Sans serif (gothic) type – “without serifs”
Second most popular type group
Not as readable as roman, but widely used because the simple, clean lines give a slick, modern appearance

8. Script Type Groups (cont.)
Linkage of letters in the way that cursive handwriting is connected
Common on wedding invitations & documents intended to look elegant or of high quality

9. Miscellaneous Type Groups (cont)
Includes typefaces that do not fit easily into the other categories

11. Type Families Made up of related typefaces
Within a family, the basic design remains the same but varies in the proportion, weight, and slant of characters
Light, medium, bold, extra bold, condensed, extended or italic
Arial Arial Black Arial Narrow
Arial Rounded MT Bold

12. Measuring Type Point – refers to the size of type in height
6-120 points in printing
2-270 with computer layout programs

13. 88 point 72 point 60 point 54 point 40 point Size 36 point 30 point