1. Typography

2. Where can type face be found?

3. What is the ultimate purpose? Why is it important?

4. The purpose is to communicate a message. Type is a form of media. Choose a type that reflects the message you want to convey.

5. Which Type Should I Use? Type is your personality on paper: Casual, formal, silly, serious, old fashioned, modern Type is your image: It is like picking the right outfit for a job interview Type is Power: Attract attention, strengthen your message, improve your image The most important tool in conveying your message. It should serve it, not overpower it.

6. Is the same typeface always used? No – Different puposes. STOP Type to read in a book You are invited to a wedding

7. What are Some Differences? UPPERCASE / lowercase / Titlecase Weights: Light, Medium, Bold, Italic, Bold Italic Condensed or Expanded

8. How Legible is it? Studies have been done to figure out what type is easier to read

9. May be hard to read if the letters are close together Larger type is not easier than small type UPPERCASE is harder to read than Title Case

10. Lots of Italics, slow readers Reverse type, (white on black), slow readers Very Short Lines Are Disruptive

11. Very long lines are disruptive. Very long lines are disruptive. Very long lines are disruptive. Very long lines are disruptive. Very long lines are disruptive. Readers prefer serif faces if reading long text

12. Fonts: Electronic files that contain typefaces, upper and lower case letters, numbers zero to nine and punctuation.

13. Type Size Letters/ fonts are measured in points and picas 12 pts= 1 pica 6 picas = 1 inch, 72 pts =1 inch Body text is generally 10-12 points Subheadings 14-18 points Headings are 24-72 points

14. Proportional or Monospaced Type Monospaced allows the SAME amount of space for each character Proportional spacing allows the exact amount of space required for each character

15. Serif or Sans A Serif is the horizontal thick/thin tail at the end of a letter. Sans is the French word for “Without” Th

16. Type Categories There are two main categories: Body is easy to read, can also be used for display DISPLAY TYPE IS ONLY USED FOR A FEW WORDS AT A TIME

17. Different Kinds of Type Faces Serif Sans Serif Script Decorative

18. Please copy diagram from board.