Franklin Gothic. Seniors: Use larger text that is clear and legible. (Souvenir, Times, Garamond, Helvetica)

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1 one TYPOGRAPHY LECTURE: Do s and Don t s in Typography Do Build a basic library first. Find out who your audience is. Use appropriate type sizes. Celebrate white space. Use correct alignment. Use correct punctuation. Build a basic library first Out of thousands of typefaces, all we need are a few basic ones, and trash the rest. Massimo Vignelli Start with a few type families and learn how to use them well. Your library should be divided into serif and sans serif typefaces that complement each other. Avant Garde Avenir Gill Sans Helvetica Franklin Gothic Fruitger Stone Sans Univers Baskerville Bookman Garamond Goudy Jenson Joanna Palatino Times Who s your audience? Research and understand the needs and goals of the client, as well as the intended audience. Make your design goals and typefaces choices appropriate the age, attention span and demographics of your audience. Children: Drawn to easy-to-read, serif fonts (Bookman, Goudy, Palatino, Georgia). Seniors: Use larger text that is clear and legible. (Souvenir, Times, Garamond, Helvetica) Teens: Edgier, more expressive or display type. Use appropriate type sizes Celebrate White Space Consider how your type will look at the size you are planning to use it. Less is more Having an area that is free from text or graphic elements, helps emphasize the type and create drama.

2 Using correct alignment/formatting Correct typeface selection is only the first step to successful typography. If the text doesn t have proper formatting, it creates a stumbling block for the reader. Flush Left: Is the most readable and most common setting for the English language. Text is aligned to the left with a ragged right margin. Flush Right: More difficult to read since our eyes have to follow an irregular left-hand margin to move to the next line down. This alignment should only be used for specific design-driven purposes. Justified: Both left and right margins are aligned by reducing or adding space between words, and letters. The result is a clean block of text with some disadvantages. If not done properly rivers can appear within the block of text. The 65 rule of thumb. In order to have a successful justified text, 65 characters per line is desirable. Can vary based on copy flow, hyphenation preferences and length of words. Centered type: Is an effective style when used for short blocks of text such as invitations, announcements, headlines. You wouldn t use this type of alignment for body copy. Punctuation Hyphens, EN Dash and EM dash Hyphen: Shortest in length. Used to break up words at the end of a sentence Also used for phone numbers. EN Dash: Wider than a hyphen. Used to indicate a continuation of time, years, and dates: To create an EN dash (MAC): Option + hyphen EM DASH: Longest of the three. Used to separate a thought within a sentence. To create an EM dash (MAC): Option + Shift + hyphen Ellipses: A character consisting of three evenly spaced dots. Exists in a font as a totally separate character (not periods). Can be generated through the Glyph panel. Used for missing words or continuation of a phrase. Quotation Marks: Microsoft Word, Photoshop, Illustrator and InDesign will automatically generate smart quotes when you type quotes within the application. There may be times when the conversion doesn t happen. (When text is copied and pasted from a web page).

3 Smart Quotes (through the keyboard/mac): Option + [ Option + Shift + [ Smart Apostrophe (through the keyboard/mac): Option + Shift + ] Primes: A symbol used to when referring to a unit of measure. Single Prime: Represents feet. Double Prime: Represents inches. Bullets: Used to highlight a list of items. Depending on the font being used for the body copy, the bullet may need to be altered in size or position. Bullets shouldn t be too large or too small. Depending on the content of your list, a bullet should be centered on either the cap height or x-height CAP Height: If your list begins with a cap, center the bullet on the cap or a bit lower for balance. Lowercase: Center the bullet on the x-height. Always insert either a tab or space between the bullet and character to avoid crowding. (Hanging) Indented Bullets: Bulleted text should be properly formatted with a hanging indent. Copyright, trademark, registered trademark: These symbols can vary from font to font. If they appear illegible, swap them out with a corresponding serif or sans serif font. These symbols should be a little smaller than half the x-height. Since these are legal designations, making them too large will be a distraction.

4 Don t s Forget to kern, as needed. Set type too tightly. Make paragraph columns too wide or short. Use the spacebar or default tab setting for paragraph indents. Allow widows or orphans. Select colors that hinder legibility. Distort type through scaling or styling. Don t forget to kern as needed Three Basic Kerning Classes of Character Relationships The goal of kerning, is to create even color, texture, and balance between all characters. All character pairs should theoretically have the same negative space between them. 1. Straight to Straight: The most open of the three. 2. Straight to Round: Slightly tighter spacing than straight to straight. 3. Round to Round: Slightly tighter spacing than straight to round. Five basic principles for kerning 1. Similar letterforms should have the same spacing. 2. Serifs of straight-sided letters should not touch. 3. Serifs of diagonal strokes may overlap, be careful to not overdue! 4. Don t over-kern. 5. Be consistent! Set type too tightly (leading). Set type too tightly (leading) Text that is too tightly set encourages vertical eye movement which forces a reader to easily lose their place. Body Copy: Leading should be a minimum of 2 points leading; maximum of 5 pts. BODY COPY SET TOO TIGHTLY (SET SOLID, 8/8) Covent Garden Market at sunrise too, in the spring or summer, when the fragrance of sweet flowers is in the air, over-powering even the unwholesome streams of last night s debauchery, and driving the dusky thrush, whose cage has hung outside a garret window all night long, half mad with joy! Poor bird! the only neighbouring thing at all akin to the other little captives, some of whom, shrinking from the hot hands of drunken purchasers, lie drooping on the path already, while others, soddened by close contact, await the time when they shall be watered and freshened up to please more sober company, and make old clerks who pass them on their road to business, wonder what

5 Display Type Don t make paragraph columns too wide or too short Should have less leading, since the negative space increases. Minumum of 35; maximum of 65 characters per line is desirable. Covent Garden Market OPEN TODAY Don t use the space bar or default tab settings for paragraph indents Paragraph indents should be a width relative to the total width of the paragraph. A wide paragraph would have a wider indent vs. a column with a shorter width. Don t allow Widows or Orphans Widow: A single word; a few words, or hyphenated word at the end of a paragraph. Orphan: A single word or very short line appearing at the top of a column or page. ORPHAN WIDOW Don t select colors that hinder readability Color can create a mood, emphasize, organize, and assist read ability. The colors you choose should offer contrast without being a distraction. TOO DISTRACTING NOT ENOUGH CONTRAST

6 Covent Garden Market at sunrise too, in the spring or summer, when the fragrance of sweet flowers is in the air. Size/choice of color relative to the typeface used should be considered. If the type is to be light or white and dropped out of a dark color or image, the thin strokes of a serif typeface will not show up when printed. The term for color can also mean how dense an area of the page is with text or body copy (black and white). A page with too much lack air or white space. Don t distort type through styling Always use the correct bold; scaling or condensed/extended; versions of a given typeface!! Text as Stacked Letters only Since letters are designed to sit side-by-side, stacking them works if they re centered and all in caps. Text on a Vertical Baseline top to bottom. The traditional rule for running text vertically (seen on book (a.k.a. vertical alignment) spines) is to run it from

7 Text on a Contoured Baseline Not unlike text that is stacked, text set on a curve (if not set in in a sentence) should always be in caps. Use tracking or kerning to fix the trouble areas (negative space between characters). Wrap-around Text Successful body copy within a shape has a minimal amount of hyphens, and clean rags.

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