1. T ypography Style and Substance in the Design of Words.

2. The Art of Typography. Words can be expressive in both their meaning and their form. Words can be expressive in both their meaning and their form. –The medium may not be the only message, but it surely is one of them. Typography can be Typography can be

3. Change the Initial Letter. Consider the use of an initial letter that is... Consider the use of an initial letter that is... –L arger. –Bolder. –U nique.

4. Emphasize One Letter. Can the letter chosen somehow contribute to the meaning of the word? Can the letter chosen somehow contribute to the meaning of the word?

5. Contrast in Size Can Make a Picture.

6. Good Typography Will Lead the Eye.

7. Use Other Devices for Emphasis.

8. Reverse One Word or One Line.

9. Match the Mood.

10. Contrast in Typography Contrast in typography is one of the designer’s greatest tools for effective communication. Contrast in typography is one of the designer’s greatest tools for effective communication. –If you look at any magazine or book layout, you will see examples of contrast in typography at work.

11. Contrast in Typography Large headlines. Large headlines. –and smaller subheads. »Contrast can be used to guide the reader’s eye. That is why the headline is typically larger than the body copy. Photo captions and body copy. Photo captions and body copy.

12. Type Contrast Continued... If a headline is not bold enough, there is a risk of confusing the reader. If a headline is not bold enough, there is a risk of confusing the reader. Contrasting typefaces provide a way to add interest to your design. Contrasting typefaces provide a way to add interest to your design. Here are examples of pages where two type faces on each page work well together.

13. Type Contrast Continued... Until you feel confident in type useage, it is best to stick with no more than two different fonts on any one page. Until you feel confident in type useage, it is best to stick with no more than two different fonts on any one page. –Or, use just one font with variations in size and style.

14. Type Contrast Continued... Create contrast by varying the: Create contrast by varying the: –Size –Type style or weight (bold or light). –Vary the leading. –Adjust kerning. –Different type positions or column widths.

15. Type Contrast Continued... Contrast should be considered when thinking about the density of type. Contrast should be considered when thinking about the density of type. Along with contrasting typefaces, sizes, and column width, you can use different “densities” of type.

16. Some Contrast Guidelines. Density can mean the amount of type in an area. Density can mean the amount of type in an area. All contrasts do not have to be dramatic... a subtle approach may be more effective in communicating your message. All contrasts do not have to be dramatic... a subtle approach may be more effective in communicating your message. If the contrast is subtle, it still must be noticeable. If the contrast is subtle, it still must be noticeable.

17. Avoid the Long and Narrow. A very long and narrow column of text can be annoying for readers and cause them to lose interest or become fatigued as the eyes must constantly scan back and forth. A very long and narrow column of text can be annoying for readers and cause them to lose interest or become fatigued as the eyes must constantly scan back and forth. Encompassing 110,000 square miles, Nevada is the seventh largest state in the Union. It’s home to huge hunks of the Great Basin and Mojave deserts and boasts more than 200 individual mountain ranges, half a dozen rivers to nowhere, and the majority of the wild horses in the country.

18. Avoid the Wide, Wide, Paragraph. Similarly, a excessively-wide column can cause fatigue and cause the readers to loose their place. As the eye travels across the page at the end of each line it can become confused and jump to a line of text out of sequence. Similarly, a excessively-wide column can cause fatigue and cause the readers to loose their place. As the eye travels across the page at the end of each line it can become confused and jump to a line of text out of sequence. Encompassing 110,000 square miles, Nevada is the seventh largest state in the Union. It’s home to huge hunks of the Great Basin and Mojave deserts and boasts more than 200 individual mountain ranges, half a dozen rivers to nowhere, and the majority of the wild horses in the country.

19. Avoid Pages of Solid Body Type. Encompassing 110,000 square miles, Nevada is the seventh largest state in the Union. It’s home to huge hunks of the Great Basin and Mojave deserts and boasts more than 200 individual mountain ranges, half a dozen rivers to nowhere, and the majority of the wild horses in the country. Encompassing 110,000 square miles, Nevada is the seventh largest state in the Union. It’s home to huge hunks of the Great Basin and Mojave deserts and boasts more than 200 individual mountain ranges, half a dozen rivers to nowhere, and the majority of the wild horses in the country. Encompassing 110,000 square miles, Nevada is the seventh largest state in the Union. It’s home to huge hunks of the Great Basin and Mojave deserts and boasts more than 200 individual mountain ranges, half a dozen rivers to nowhere, and the majority of the wild horses in the country.

20. Avoid Pages of Solid Body Type. Where possible, break up large text blocks with graphics, section headlines, or paragraph spaces. Where possible, break up large text blocks with graphics, section headlines, or paragraph spaces. Geography Encompassing 110,000 square miles, Nevada is the seventh largest state in the Union. It’s home to huge hunks of the Great Basin and Mojave deserts and boasts more than 200 individual mountain ranges, half a dozen rivers to nowhere, and the majority of the wild horses in the country. Geography Encompassing 110,000 square miles, Nevada is the seventh largest state in the Union. It’s home to huge hunks of the Great Basin and Mojave deserts and boasts more than 200 individual mountain ranges, half a dozen rivers to nowhere, and the majority of the wild horses in the country. Geography Encompassing 110,000 square miles, Nevada is the seventh largest state in the Union. It’s home to huge hunks of the Great Basin and Mojave deserts and boasts more than 200 individual mountain ranges, half a dozen rivers to nowhere, and the majority of the wild horses in the country.

21. Avoid Widows, Orphans, and Single-Word Lines. Widows, Orphans, and a line of just one word interrupt the natural flow of text for the reader. Widows, Orphans, and a line of just one word interrupt the natural flow of text for the reader. –Eliminate the single-word line by using a “manual line break” (shift - return) within preceding non-justified text so that there are at least two words on the line.

22. Avoid Ladders. Ladders occur when there are more than three consecutive lines ending with hyphens. Ladders occur when there are more than three consecutive lines ending with hyphens. Avoid ladders by changing the line spacing or by inserting manual hyphenation in another line. Avoid ladders by changing the line spacing or by inserting manual hyphenation in another line.

23. Decrease Leading. When creating headlines or other uses of display type, you will generally want to reduce the leading from its default setting. When creating headlines or other uses of display type, you will generally want to reduce the leading from its default setting.

24. Use Single Space Only. Contrary to what you may have learned using a typewriter, with computer typography you should use only a single space at the end of a sentence, or after any punctuation. Contrary to what you may have learned using a typewriter, with computer typography you should use only a single space at the end of a sentence, or after any punctuation.

25. Use Tabs Instead of Spaces. For reliable and repeatable spacing within a line, use tabs instead of multiple spaces. For reliable and repeatable spacing within a line, use tabs instead of multiple spaces. –Using tabs, you can easily change the settings for an entire paragraph at once.

26. Use Curly Quotes and Apostrophes. If your software does not automatically insert them, you should replace straight quotes and apostrophes with (curly) typographic equivalents. If your software does not automatically insert them, you should replace straight quotes and apostrophes with (curly) typographic equivalents. –“ (option / left-bracket key) –” (shift-option / left-bracket key) –‘ (option / right-bracket key) –’ (shift-option / right-bracket key)

27. Use em dash and en dash. Use the proper em and en dashes where appropriate. Use the proper em and en dashes where appropriate. Em dash (option-shift-hyphen):— »used to separate parts of a sentence. En dash (option-hyphen): – »used as a symbol in place of the word to, as in a range of time: 5 P.M. – 6 P.M.

28. Use the True Ellipsis. For better typography, don’t use three periods for an ellipsis. For better typography, don’t use three periods for an ellipsis. Instead, use the actual ellipsis character (option-semicolon), which has better spacing. Instead, use the actual ellipsis character (option-semicolon), which has better spacing. Three periods:... True ellipsis: …

29. Don’t Confuse Your Subheads. Leave more space before a subhead than after it. A subhead logically goes with the text that follows, not the text before. Leave more space before a subhead than after it. A subhead logically goes with the text that follows, not the text before. Encompassing 110,000 square miles, Nevada is the seventh largest state in the Union. It’s home to huge hunks of the Great Basin and Mojave deserts and boasts more than 200 individual mountain ranges, half a dozen rivers to nowhere, and the majority of the wild horses in the country. Encompassing 110,000 square miles, Nevada is the Geography Encompassing 110,000 square miles, Nevada is the seventh largest state in the Union. It’s home to huge hunks of the Great Basin and Mojave deserts and boasts more than 200 individual mountain ranges, half a dozen rivers to nowhere, and the majority of the wild horses in the country. incorrect correct Encompassing 110,000 square miles, Nevada is the seventh largest state in the Union. It’s home to huge hunks of the Great Basin and Mojave deserts and boasts more than 200 individual mountain ranges, half a dozen rivers to nowhere, and the majority of the wild horses in the country. Encompassing 110,000 square miles, Nevada is the Geography Encompassing 110,000 square miles, Nevada is the seventh largest state in the Union. It’s home to huge hunks of the Great Basin and Mojave deserts and boasts more than 200 individual mountain ranges, half a dozen rivers to nowhere, and the majority of the wild horses in the country.

30. Avoid Excessive Capitalization. Words using ALL CAPITAL LETTERS are the typographic equivalent of “yelling,” and should be used sparingly. Words using ALL CAPITAL LETTERS are the typographic equivalent of “yelling,” and should be used sparingly. –Never use an ornate display font all caps: –Also, don’t use a display font in a (small) body- text size.

31. Use Bold Sparingly. Limited use of bold text can be effective if used sparingly. Limited use of bold text can be effective if used sparingly. Avoid using underlined text. Avoid using underlined text.

32. Symbol Characters. In Microsoft Word, you can insert “symbol characters” by selecting Symbol... from the Insert menu. Some examples: In Microsoft Word, you can insert “symbol characters” by selecting Symbol... from the Insert menu. Some examples:, ©, ∆, ˚, ÷, ≥, ≤, ®, ™, £, ¢, ∞., ©, ∆, ˚, ÷, ≥, ≤, ®, ™, £, ¢, ∞. Most of these can also be created by holding down the Option key and typing specific characters. Most of these can also be created by holding down the Option key and typing specific characters.

33. Key Caps. To see the entire character set for any font, select Key Caps from the Applications Folder : Utilities : Key Caps. To see the entire character set for any font, select Key Caps from the Applications Folder : Utilities : Key Caps. –If you hold down the Shift and/or the Option keys, you will see additional characters.