1. TYPOGRAPHY vasuki belavadi reader dept. of communication s n school university of hyderabad

2. What is “Typography?” printingThe art and technique of printing The study and “process” of typefaces Theory and practice of letter and typeface design. It is concerned with design elements that can be applied to the letters and text on a page.

3. Fonts Concerned with the style and size of typefaces. All sets of type including letters, numbers, punctuation marks, and other special symbols of the same style and size is called a font.

4. Kinds & types of fonts Sans-Serif Arial, Verdana, Hattenschweiler Serif Times New Roman, Garamond, Bodoni BT Black Variable Width Arial, Times New Roman are VW Fonts. Letter, Letter Fixed Width Courier New Letter, Lucida Console Letter

5. Some Font Examples Quick brown foxes jump - Times New Roman Quick brown foxes jump - Bookman Old Style Quick brown foxes jump - Courier New Quick brown foxes jump - Trebuchet MS Quick brown foxes jump - Comic Sans MS  - Webdings

6. Typography: Attributes Styles,  Bold, Italic, Underline, Shadow, Colour  This is Arial in Bold  This is Times New Roman in Italics  This is Book Antiqua underlined This is Arial with a shadow This is Arial with a shadow & in too many colours!

7. Leading, Kerning Space b/w lines of text is called leading My name is Vasuki Belavadi. I am a Reader at S N School, University of Hyderabad. University of Hyderabad is located in Gachibowli. Space b/w 2 alphabets of a word My name is Vasuki Belavadi. I am a Reader at S N School, University of Hyderabad. University of Hyderabad is located in Gachibowli. M y n a m e i s V a s u k i B e l a v a d i.

8. Letters: Characteristics

9. Letters: Height X-height –the height of the main body of a lower case letter (literally, the x) x j Cap height –the height of uppercase letters of a font A B C

10. Type measurement Points –best standard of measurement –Measured in smaller increments 0.1 –Used by most programs –Vocabulary of typesetting is in points –Used for line spacing and rule thickness 12 points = 1 pica 72 points = 1 inch 6 picas = 1 inch All values approx.

11. Using types: Some tips Keep body text between 10 and 12 point. Use the same typeface, typesize, and leading for all body copy. Use enough leading (or line spacing). Always add at least 1.5 - 2.0 points to the type size. On a newspaper column each line can have up to 60 characters. Do not make your lines too short or too long. Make paragraph beginnings clear. Use either an indent or block style for paragraphs. Do not use both at the same time.

12. Use only one space after a period, not two. Do not underline anything, especially not headlines or subheads since lines separate them from the text with which they belong. Use italics instead of underlines. Do not set long blocks of text in italics, bold, or all caps because they are harder to read. Leave more space above headlines and subheads than below them, and avoid setting them in all caps. Use subheads liberally to help readers find what they are looking for. Using types: Some tips

13. Thank you!