1. Source: Digital Desktop Publishing--Font Basics
ascender line
baseline
x-height line
ascender
descender
Source: Digital Desktop Publishing--Font Basics
___DC I Unit 4 Typography_Font Basics

2. Source: Digital Desktop Publishing--Font Basics
INTRODUCTION
Typography
Study of all elements of type
Study includes shape, size, and spacing of characters
Originally set with small metal letters
Combined typeface, style, and size into single name
Source: Digital Desktop Publishing--Font Basics

3. Source: Digital Desktop Publishing--Font Basics
INTRODUCTION
Typeface
Shape of letter such as Times New Roman
Style
Bold or italic
Size
Measured in points (VERTICAL MEASUREMENT)
Source: Digital Desktop Publishing--Font Basics

4. Source: Digital Desktop Publishing--Font Basics
Type Description
Lines
Baseline
Bottom line on which letters sit
X-height
Middle line
Ascender line
Top line
Extensions
Descender
Portion of the letter below the baseline
Ascender
Portion of the letter above the x-height
Source: Digital Desktop Publishing--Font Basics

5. Source: Digital Desktop Publishing--Font Basics
Type Description
ascender line
baseline
x-height line
ascender
descender
Source: Digital Desktop Publishing--Font Basics

6. Source: Digital Desktop Publishing--Font Basics
Type Description
Anatomy of Type
Stroke
Width of line used to create letters
Counter
Opening inside a letter such as “p”
Serifs
Small decorative extensions at the end of main strokes of letters
Sans Serifs
Font with no serifs (sans means without)
Source: Digital Desktop Publishing--Font Basics

7. Source: Digital Desktop Publishing--Font Basics
Type Description
Size
Measured using characters that have ascenders and descenders
Height of typeface is measured (not width)-- vertically to determine distance between highest and lowest character in the font.
Source: Digital Desktop Publishing--Font Basics

8. Source: Digital Desktop Publishing--Font Basics
Type Attributes
Faux Fonts
Fonts that are created by taking a font and adjusting it to make it appear bold or italic
Effects
Small Caps
Changes characters to capitals but maintains size difference between upper- and lower letters
Source: Digital Desktop Publishing--Font Basics

9. Source: Digital Desktop Publishing--Font Basics
Type Attributes
Underline
Less important than it used to be, as with typewriters it had to be used in place of italics
Reverse Type
Image of white text on a dark background
Used for emphasis
This is reverse type.
Source: Digital Desktop Publishing--Font Basics

10. Source: Digital Desktop Publishing--Font Basics
Type Attributes
subscript
superscript
small caps
shadow
strikethrough
Source: Digital Desktop Publishing--Font Basics

11. Source: Digital Desktop Publishing--Font Basics
Selecting Fonts
Long Text Passages
Reading is about seeing a phrase and reading it as a unit
Fonts that are readable are:
Less ornate
Letters that are about the same width
Balanced height-to-width ratio
Medium strokes with slight differences between narrow and wide strokes
Avoid unusual serifs and wide counters
Mirrored letters such as “d” or “b” should be easy to distinguish
Source: Digital Desktop Publishing--Font Basics

12. Source: Digital Desktop Publishing--Font Basics
Selecting Fonts
Short Text Passages
Font shouldn’t be too unusual
Fonts that attract attention rather than distract
Pick fonts that convey the message
Source: Digital Desktop Publishing--Font Basics

13. Business of Publishing Font Selection
Choice of font is important business decision
Choice of font is part of business’ image
Used consistently throughout publications
Typefaces convey different messages
Source: Digital Desktop Publishing--Font Basics

14. Source: Digital Desktop Publishing--Font Basics
Proofreading Tips
Check for unintentional mixture of fonts-- mixtures of fonts that you didn’t intend
Source: Digital Desktop Publishing--Font Basics