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Typography

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by

Karen Schwent

on 14 October 2015

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Transcript of Typography

Typography
Understanding Type
What Is Typography
Typography is the
study of type and
its characteristics


Font
vs.
Typeface
Type Size
Type is measured by its
vertical height

from
ascenders

to
descenders


Font
Specific
typeface

combined
with
attribute
variations such as:
Size – 24 point
Style – Ultra Bold
Spacing – Condensed



Type Spacing


Type
conveys the message
,
creates visual interest
, and
sets the tone

Proper use is
essential

A clear distinction between an expert design and an unprofessional one is how the graphic designer uses type
Typeface
is

the design for a set of characters
(letters, numbers, and
punctuation marks)


Example:
Gill Sans

Example:
Gill Sans
Ultra Bold Condensed
24 point
Measured in points
72 pts. = 1 inch
Leading
The amount of space
between

the lines of text

Increasing
leading creates
white space

Makes text look lighter

Decreasing
leading makes text look
heavier & darker

Adjust leading to
ease readability
Kerning
Amount of space between
individual
letters
and or words


Tracking
Amount of space between
all
letters
Give it a try!
http://type.method.ac/#
Monotype vs Proportional Fonts
All characters take up the same amount of space

Example.
An I uses the same amount of space as an m, even though they are different sizes

NOT used for large bodies of text because they can create awkward spacing

Monotype
Letters take up space that is proportional to
their size

Since an I is not as wide as an m, it uses approximately 33% of the space of the m

Most fonts work this way

Proportional
What to Use When
Small strokes at the top and bottom
of each character

Easier to read
than sans serif fonts when there is
a lot of text

The serifs help your eye move from one letter to the next.

Serif
Sans-Serif
Without extra cross strokes

Easier to read when there is
not a lot of text

Usually used for
TITLES,
HEADINGS, or
SHORT BLOCKS OF TEXT

Attributes
Italics
Captions
Emphasis
Bold
Emphasis
Underline
Titles
Full transcript