1. Vocabulary & Guidelines
TYPOGRAPHY
Vocabulary & Guidelines

2. Ty•pog•ra•phy Noun the style and appearance of printed matter
The art or procedure of arranging type or processing data and printing from it.

4. Vocabulary Typefaces Descender Font Kerning Case Tracking Style
Leading
Size
Alignment
Letterforms
Line Length
X-height
Margins
Ascender

5. Typefaces vs. Fonts Today, they are interchangeable
Technically…a typeface is a group of characters (Helvetica, Ariel, Times New Roman)
Technically…a font is a particular point size of a typeface. (i.e. - Ariel 9pt)

6. Type-face (GROUPS) Serif font – readability for long extended text
Sans Serif font – legibility for HEADLINES, headings, captions
(both are variable spaced)

7. ~ALL FONTS HAVE TYPEFACES~
Monospace font
Fixed-pitch. Non-proportional
Traditional type-writer look.
Courier is a common monospace tf.
OTHER TYPEFACES:
Script, Decorative, Ornamental, Mimicry, Gaelic, Symbol.
~ALL FONTS HAVE TYPEFACES~

8. Font Examples USE REGULARLY DON’T USE REGULARLY
Serif: Times, Garamond, Bookman
San Serif: Arial, Verdana
DON’T USE REGULARLY
Decorative: Bauhaus, Showcard
Script: Blackadder, Gabriola, Palace
Monospace: Courier, Lucida

9. Font Guidelines
Use serif for long extended text; sans serif for “HEADLINES”
Use 1 – 2 fonts/typefaces (3 MAX)
Use of normal, italics, and bold is OK
Never use bold, italics, CAPITALS for large sections of text
Be careful of text/background color issues

10. TOO many fonts…
…can be a bad thing

11. UNLESS it is for ARTISTIC EFFECT

13. Communication
Don’t select your font by scrolling through the menu…THINK about who the audience will be
Who will be reading this?
What is the purpose of the document?
What feeling am I trying to convey?

14. The first two strongly communicate to a bygone era…
The next two possess gender-based characteristics. (Thick fonts with hard edges tend to look more masculine, while curvy thin fonts appear to be more feminine)

15. AVOID HEAVY USE OF ALL UPPER CASE
UPPER & lower case
AVOID HEAVY USE OF ALL UPPER CASE
Studies have shown that mixed case promotes faster reading
HOW MUCH FUN IS IT TO READ ALL OF THIS TEXT WHEN IT IS ALL IN CAPITALS AND YOU NEVER GET A REST. USE ALL CAPS FOR HEADLINES AND HEADINGS.
How much better is it to read all of this mixed text? You are able to get a rest as you read, so use lower case for all of your regular text.

16. Which is more effective?

17. Style
Plain text
Italic text
Bold text

18. SIZE Type is measured in points 24 point times 20 point times

19. Points, Picas, Em’s One Point = 1/72 of an inch One Pica = 12 points
One inch = 6 picas or 72 points
POINTS are used to measure height
PICAS are used to measure width
Em’s are based on the square of the type size. They are relative and be used to scale text according to the specific font.

20. Size That makes it appear to be larger
Type sizes are NOT standard. They are based on old measurements of the piece of metal that was used.
24 pt Arial has a larger x-height than
24 pt Adobe Garamond
That makes it appear to be larger

21. Letterforms
Due to optical illusions, spacing between letterforms are not standard(one size), but are adjusted according to the shape of the letters (kern pairs).

26. Kerning
As previously stated, spacing is not uniform due to optical illusions. The spacing is based on the shapes of the two letters next to each other. These are called KERN PAIRS

27. Kerning vs. Tracking
The space between TWO letters is referred to as Kerning
The space AMONG more that 2 letters is Tracking

28. Linespacing (aka – Leading)
Line spacing is measured in points from baseline to baseline.
It is usually 20% larger than the point size of text. (10 pt type generally defaults to 12 pt leading)

29. Linespacing Guidelines
More line spacing generally results in greater legibility, until the lines seem to be seperated.
Lines of text are generally more legible with more line spacing than defaults, until they appear to separate into distinct lines. When squinting, the paragraph should appear as regular and “gray” texture.
Lines of text are generally more legible with more line spacing than defaults, until they appear to separate into distinct lines. When squinting, the paragraph should appear as regular and “gray” texture.
Lines of text are generally more legible with more line spacing than defaults, until they appear to separate into distinct lines. When squinting, the paragraph should appear as regular and “gray” texture.

30. BOTH impede legibility
Alignment
Justified type results in irregular spacing between words, or between words and letters. It usually results in “rivers” of white space.
BOTH impede legibility
Justified type results in irregular spacing
between words, or between words and letters.
It also results in “rivers” of white space.
both impede legibility Newspapers
historically only justify type for reasons of
tradition and visual real estate ($ per inch).

31. Alignment
Flush left and ragged right is the most legible to western eyes.
Centered type (except in small amounts) is generally considered less legible.

32. Line Length
For text, the optimum line length is between characters per line(spaces included).

33. Margins ALWAYS provide a margin Lack of margins interfere
Here is a some flush-left text that does not have a margin on the right side. Not right
ALWAYS provide a margin
Lack of margins interfere
with readability and
legibility
ALWAYS provide a margin
Lack of margins interfere
with readability and
legibility
Here is a some flush-left text that does have a margin on the right. Much better

34. Typographical Hierarchy
Provide structure based on similarity

35. Typographical Hierarchy + Indentation
Two types of similarity = BETTER

36. Hideous

37. Typography in ACTION History of… (5:09) Kinetic Type (2:45)
Unique report (1:09)
Daft Punk - Harder Better Faster Stronger (2:13) (GOOD)
The Hush Sound - Lions Roar (1:26) (GOOD)
Bruno Mars - When I Was Your Man (3:47) (BAD)