Send the link below via email or IMCopy
Present to your audienceStart remote presentation
- Invited audience members will follow you as you navigate and present
- People invited to a presentation do not need a Prezi account
- This link expires 10 minutes after you close the presentation
- A maximum of 30 users can follow your presentation
- Learn more about this feature in our knowledge base article
Transcript of Typography
Kerning and Leading
Typography as design
Typos – mark, figure
Grapho – write
Typography is the art of designing and arranging type.
Designers study of type, typefaces, and the evolution of printed letters.
Type. A Very Brief History:
Anatomy of Type
Scribes – writing by hand on parchment (animal skin) with pigments (minerals mixed with oil).
Manufactured books were originally made by a person dictating to many scribes.
Although wood block printing was used in Asia, it wasn’t until Johannes Guttenberg invented movable type that typography took off.
Guttenberg was a goldsmith from Mainz. His knowledge of casting metal brought about movable type.
All materials and processes were known by him. He only had to invent the adjustable mold that housed the individual letters.
Over time printing developed and utilized lithography (stone printing), etching and engraving for printing images in separate print runs.
The industrial revolution brought about mechanized printing as printing was before done by hand presses.
The digital era brought about computerized machines and software that made it easy for people to print. Many jobs today have people skilled in typography.
Stroke, Stress, and Contrast
Legibility and Readability
Refers to a typeface’s characteristics
Can change depending on font size
How easy text is to read in context, not just as isolated letters
Depends on a variety of factors
Contrast - refers to the transition between the thick and thin areas of a stroke
Six main groups of serif typefaces:
Serif typefaces are the industry standard for print media
Sans is a French word for without.
Sans-serif literally means without serif.
Three types of Sans-serif typefaces:
Sans-serif typefaces are ideal for headings and digital media where lower resolution can make serifs harder to render cleanly.
Kerning selectively varies the amount of space between a single pair of letters. It accounts for letter shape.
Tracking uniformly adjusts letter spacing across a range of selected text.
Leading is the amount of space between vertically adjacent lines of text.
In digital typesetting, leading is measured in points as the distance between the baseline of one row and the baseline of the next.
Limiting the number of typefaces in a design can keep the design looking uncluttered and professional.
When you do combine typefaces, try choosing ones that are totally different from one another.
What is a Type?
Type - is a character or letterform used to communicate written information through printing or electronic means.
Font - the actual display of a typeface in a particular size or style
Times New Roman Bold is a font
Font family - a grouping or collection of related fonts
This is the Times New Roman Font Family
Times New Roman Regular
Times New Roman Bold
Times New Roman Italic
Typeface - refers to a particular style of type
Times New Roman is a typeface
Strokes - can move vertically, horizontally, diagonally, or in a curved direction
Stress - is the location or angle of a transition from thick to thin, or vice versa
Weight and Posture
Faux and True
Small marks located on the ends
of a main character stroke.
Typefaces are classified in two main groups
Successful Use of Typefaces
Different Typefaces Will
Produce Various Widths
Manipulating Type in Digital Imaging Software