2. Aa Intro to Communications: Typography WATERFORD DISTRICT HIGH SCHOOL

3. Intro to Typography (write blue text) We often don’t pay much attention to typography, but it can dramatically affect how we react to an ad, poster, package or text. We often don’t pay much attention to typography, but it can dramatically affect how we react to an ad, poster, package or text. Type forms the basis for many designs. Type forms the basis for many designs. Designers are careful to choose type styles that suit the purpose of their designs. Designers are careful to choose type styles that suit the purpose of their designs. The type should fit the “mood” of your work (suggests feeling). The type should fit the “mood” of your work (suggests feeling).

4. Intro to Typography Regardless of type uses or purpose, you want to make sure your text is readable. Regardless of type uses or purpose, you want to make sure your text is readable. Fonts are measured in POINTS (72 points = 1 inch) Fonts are measured in POINTS (72 points = 1 inch)

5. Intro to Typography All type faces, or FONTS, can be placed in one of four FONT FAMILIES. 1. Serif 2. Sans Serif 3. Script 4. Decorative / Novelty

6. Intro to Typography 1. SERIF Fonts: Fonts in this family are categorized by serifs (feet), on the ends of letters. Fonts in this family are categorized by serifs (feet), on the ends of letters. Includes fonts like Times, New Roman Includes fonts like Times, New Roman Good for use as BODY TEXT – small type for articles, etc. Good for use as BODY TEXT – small type for articles, etc. Aa serif (feet)

7. Intro to Typography 2. SANS SERIF Fonts Fonts in this family are sometimes called BLOCK letters – no feet on ends of letters Fonts in this family are sometimes called BLOCK letters – no feet on ends of letters Includes fonts like Arial and Helvetica Includes fonts like Arial and Helvetica Suitable for HEADLINES Suitable for HEADLINES Not easy to read when smaller than 12pt Not easy to read when smaller than 12pt Aa

8. Intro to Typography 3. SCRIPT Fonts Fonts in this family look like fancy handwriting Fonts in this family look like fancy handwriting Letters are joined together and flow smoothly Letters are joined together and flow smoothly Use sparingly Use sparingly Never use as all capitals (difficult to read) or as body text Never use as all capitals (difficult to read) or as body text Aa

9. Intro to Typography 4. DECORATIVE / NOVELTY Fonts Fonts in this family are unusual and don’t fit into other categories Fonts in this family are unusual and don’t fit into other categories Usually “trendy” or “funky” fonts such as, Jokerman, Slipstream. Usually “trendy” or “funky” fonts such as, Jokerman, Slipstream. Use for emphasis or interest on a page Use for emphasis or interest on a page Never use these as body text Never use these as body text Can evoke many types of moods (fun, scary, cool) Can evoke many types of moods (fun, scary, cool) Aa

10. Intro to Typography Font Styles: You can change a font’s appearance by using styles: You can change a font’s appearance by using styles: 1. BOLD – letter lines are heavier (stand out) 1. BOLD – letter lines are heavier (stand out) 2. Italic – letters have a slight lean to the right 2. Italic – letters have a slight lean to the right 3. Underline – kinda’ obvious 3. Underline – kinda’ obvious Styles create VARIETY without CLUTTERING a document with too many fonts.

11. Intro to Typography General Rules to Follow: Avoid using more than 3 fonts on one page. Using too many fonts may make a document/publication look cluttered, sloppy OR disorganized Avoid using more than 3 fonts on one page. Using too many fonts may make a document/publication look cluttered, sloppy OR disorganized Make sure your fonts are consistent (i.e. body text same, quotes same, headings same) Make sure your fonts are consistent (i.e. body text same, quotes same, headings same) Try to manipulate fonts (stretch, space letters apart, etc.) or add styles to create interest on a page Try to manipulate fonts (stretch, space letters apart, etc.) or add styles to create interest on a page