understanding typography

Transcription

1 understanding typography

2 What is typography?! it is what language looks like! it is the art and technique of modifying type and arranging it on a page

3 What does the arrangement of type mean?

4 the arrangement of type involves 5 MAIN CHARACTERISTICS: 1. FONT (or typeface) 2. POINT SIZE 3. ALIGNMENT 4. LEADING (pronounced LED-ing ) 5. KERNING

5 #1 main characteristic of 1. FONT (a.k.a. typeface):! designates a consistent visual appearance or style! usually contains an alphabet of letters, numbers, and punctuation marks! when more than 1 member of this group has only different stroke weights between them, it can also be referred to as a font family! examples are light, bold, condensed, black, italic, or oblique

6 1. Font (typeface) B. 4 Types of Fonts #1. Serif Fonts: #1 main characteristic of " are named for the features attached to their strokes " serif- a horizontal line at the beginning and ending of the stroke of a letter " Serif fonts are the most used font types in printed materials, including most books, newspapers and magazines " make type easy to read when used in large pockets of body copy " more formal and elegant

7 samples of SERIF FONTS

8 1. Font (typeface) B. 4 Types of Fonts #2. Sans Serif Fonts: " fonts without serifs #1 main characteristic of " commonly (but not exclusively) used for display typography such as signage, headings, and other situations demanding legibility " less formal than serif fonts " body copy on electronic media offers an exception to print: most web pages and digitized media are laid out in sans serif typefaces because serifs make it harder to read at the low resolution of displays

9 samples of SANS SERIF FONTS

10 best fonts for DIGITAL MEDIA/WEB! developed for Microsoft mid-90 s for launch of Windows 95! most readable sans serif and serif fonts for on-screen viewing Best Sans Serif Best Serif! Verdana includes 893 glyphs, including a very large subset of characters, including Greek numerals, fractions, symbols like,,,,, º, and much more than many other fonts

11 #1 main characteristic of 1. Font (typeface) B. 4 Types of Fonts #3. Script Fonts: " simulate handwriting or calligraphy " not widely used in quantities of body text because they are harder to read than many serif and sans-serif typefaces " typically used for logos or invitations " can add an elegant, upscale look, and in some cases, a feminine quality

12 samples of SCRIPT FONTS

13 #1 main characteristic of 1. Font (typeface) B. 4 Types of Fonts #4. Novelty Fonts: " used exclusively for decorative purposes, and are not suitable for body text " have most distinctive designs of all fonts " may incorporate pictures of objects, animals, etc. into the character designs " usually have very specific characteristics (e.g. evoking the Wild West, Christmas, horror films, etc.) and, therefore, have very limited uses.

14 samples of NOVELTY FONTS

15 5 main characteristics of 1. FONT (typeface) 2. POINT SIZE 3. ALIGNMENT 4. LEADING 5. KERNING

16 2. POINT SIZE: #2 main characteristic of! the unit of measure by which we measure type 10 What pt is 20 feet, point pt inches 30 size? pt yards

17 5 main characteristics of 1. FONT (typeface) 2. POINT SIZE 3. ALIGNMENT 4. LEADING 5. KERNING

18 3. ALIGNMENT: #3 main characteristic of " refers to the position in which type lines up flush left: implies a ragged edge of line endings on the right side of the column centered: has both ragged edges of lines on the left and right hand sides of the column flush right: implies a ragged edge of lines on the left hand side of the column justified: columns have perfectly aligned type on both the left and the right sides of the column

19 5 main characteristics of 1. FONT (typeface) 2. POINT SIZE 3. ALIGNMENT 4. LEADING 5. KERNING

20 #4 main characteristic of 4. LEADING (pronounced LED-ing ): " the distance between lines of type, measured in points " today, leading is easily adjusted in software applications " tight leading can cause documents to be difficult to read " increased leading allows for better legibility

21 5 main characteristics of 1. FONT (typeface) 2. POINT SIZE 3. ALIGNMENT 4. LEADING 5. KERNING

22 5. KERNING #5 main characteristic of " the spacing between two letters on the same line " also commonly referred to as tracking, which is the spacing between all letters on a line

23 ?? 5 main characteristics of 1. FONT (typeface) 2. POINT?? SIZE 3. ALIGNMENT 4. LEADING 5. KERNING???