1. Chapter 8
Print Type
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2. Lessons Lesson 8.1: The Vocabulary of Typography
Lesson 8.2: Making Text Readable
Lesson 8.3: Cleaning Up Typeset Text

3. Learning Outcomes
8.1: Distinguish between typefaces and fonts 8.2: Describe the parts that make up a typeface 8.3: Understand how typeface, size, and style affect readability 8.4: Adjust leading and tracking for readability

4. Learning Outcomes (cont.)
8.5: Recognize how measure and alignment impact readability
8.6: Use common, simple techniques to grab attention with typography
8.7: Make documents clean and professional by using a few typesetting conventions

5. The Vocabulary of Typography
Typeface—a set of letters, numbers, and other characters created by a typeface designer
Font—a collection of characters with the same style within a typeface
Example: Times New Roman Bold, Times New Roman Italic, and Times New Roman Regular are all fonts within the Times New Roman typeface style

6. The Vocabulary of Typography (cont.)

7. Making Text Readable
Readability is the primary concern for designers working with text
Readability means:
You can easily recognize the letters and words and follow the text along without “losing your place”
The text helps visually set the tone for the message
You can make text readable by:
Selecting the appropriate typeface for the subject
Using the right type size and style for your project
Adjusting spacing if necessary
Considering the overall size and alignment of text blocks

8. Selecting Typeface, Size, and Style for Readability
Choosing a typeface that fits the tone of a project is one way to help text deliver its message to readers
Images from Library of Congress

9. Selecting Typeface, Size, and Style for Readability (cont.)
Choosing the right type size is important to readability
The best point size depends on typeface, page size and layout, and intended audience
Most typefaces are readable for most people at 10 to 12 points
Point size refers only to the height of the typeface rather than its width, so two typefaces with the same point size can be visually different sizes

10. Selecting Typeface, Size, and Style for Readability (cont.)
Use italic or bold for emphasis because they are the least disruptive and therefore the most readable
Avoid underlines, all caps, and combinations of type styles (bold and italic, for example)
Be careful not to overuse type styles for emphasis
Extended use of italics, bold, all caps, reversed type, or any special effects such as embossing, engraving, outlining, or shadowing can reduce readability

11. Adjusting Spacing to Improve Readability
Leading is the space between the lines of text in a text block
Leading is measured from the baseline of one line to the baseline of the next and expressed in points
Readability is reduced if the leading is too tight or too loose
Tracking, sometimes called letter spacing, refers to the amount of space between characters in a word or line of text

12. Adjusting Spacing to Improve Readability (cont.)
Kerning is adjusting space between just two characters to improve the appearance of a word
Kerning can give a more finished look to words, but does not necessarily improve readability
Most digital typefaces kern automatically
Kerning is mostly used for words in larger type sizes on banners, posters, ads, and headings

13. Considering Paragraph Width and Alignment
The width and alignment of a paragraph can affect the readability of body text
The length of a line of text is called the measure
Alignment refers to how a line of text or a paragraph is positioned in a column: flush left, flush right, centered, or justified

14. Grabbing Attention and Creating Interest with Text
Display typography captures and directs a reader’s attention
Display typography becomes a part of the overall design scheme and can support good proportion, balance, variety, emphasis, harmony, symmetry, unity, and repetition
Advertisements, magazine layouts, and book covers especially rely on display typography to reinforce a design scheme

15. Grabbing Attention and Creating Interest with Text (cont.)
A display typeface is a stylized typeface usually set at a larger point size than body text
Other common treatments for display typography include
Drop caps
Pull quotes
Color

16. David Carson and Experimental Typography
What typographical “rules” do David Carson and other designers like him break?
Why does the design still “work”?
Describe some situations where the style would be appropriate and some instances where it would be inappropriate

17. Widows and Orphans
Widow—the last line of a paragraph falls by itself as the first line of the next page or column
Orphan—the first line of a paragraph falls by itself at the bottom of a page or column or a single word or part of a word falls by itself on the last line of a paragraph

18. Punctuation Marks
Fine-tuning hyphenation can improve the look of typeset text
When a word breaks at the end of a line, be sure at least two characters remain before the hyphen on the first line and at least three characters carry forward to the next line
Try to avoid hyphenating Web addresses and proper nouns, like names
Avoid more than three hyphenated lines in a row

19. Punctuation Marks (cont.)
Don’t confuse hyphens with en and em dashes
An en dash (–) is slightly longer than a hyphen (the width of the capital letter N)
An en dash is most commonly used to indicate a range of dates, numbers, or times and in compound adjectives
An em dash (—) is twice as long as an en dash (the width of the capital letter M)
An em dash is frequently used to separate a parenthetical thought, much like parentheses

20. Punctuation Marks (cont.)
Curly quotes (sometimes called smart quotes) are rounded marks used for quotations and apostrophes
Straight quotation marks should be used only to indicate measure in inches or feet

21. Key Concepts
A typeface is a collection of designed characters while a font refers to a subset of characters with the same style within a typeface
One of the most important goals of working with text is making it readable
Selecting a suitable typeface, size, and style impacts readability

22. Key Concepts (cont.)
Adjusting the leading, tracking, measure, and alignment can make text more or less readable
Typography plays an important role in capturing readers’ interest and directing their attention
Removing widows and orphans and using appropriate punctuation marks can make your documents appear more professional