graphic communications chapter 4. distinctive designs of visual symbols that are used to compose a...
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Graphic Communications Chapter 4
Distinctive designs of visual symbols that are used to compose a printed page. Ie: Magneto, Times New Roman, Baskerville, Garamond, Gothic, Papyrus
Characters are the individual visual symbols in a particular typeface A, F, H, @, 5, 9,
The art of expressing ideas in printed form through the selection of APPROPRIATE TYPEFACE.
▪ Example: using a modern style typeface for a new electronic device.
Dell Computers
Leading the Way in Technology
UppercaseLowercaseBody HeightAscenderDescenderBase LineWaist Line
CounterPoint sizeHairlineStemStrokeSerifSet Width
Nicolas Jenson from France Designed the style known as “Roman” in
1469, based on monuments made by Romans nearly 1500 years earlier.
Developed a lower case alphabet based on his “Roman” Uppercase alphabet.
Claude Garamond, 1540▪ Elegant and refined typeface influenced by
Roman Anton Janson, 1675▪ Lightened lines for better printing
William Caslon, 1722▪ Lighter lines, open designs
John Baskerville, 1750▪ Designed solely for printing
Giambattista Bodoni, 1780▪ Greater difference between light and heavy
elements
Roman (Serif) Times New RomanSans serif Myriad ProSquare serif RockwellBlack Letter Old EnglishScript French ScriptNovelty Showcard Gothic Italic Italic (of any
typeface)
Families- bold, italic, bold italicSeries- range of sizes of each typeface in
a familyFont- consists of all the characters
that make up the typeface
Points- vertical height of type Picas- line length and composition
depth Em- height and width of “M”
12-point type: 12 points wide and 12 points high
En- half of an em Units- splitting an em into equal
spaces Set size- width of a character
Tracking- Tight, normal, loose Justifying type- lines are equal in
lengthKerning- closing space between
certain characters to improve appearance and readability
How easy or difficult it is to read printed matter (Readability)
Consider the purpose readability, aesthetics
Factors: Visibility, letter forms, definition, type
size, line length, and leading
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