MODULE 16: TYPOGRAPHY

Categories of typefaces share similar characteristics.

Typefaces have families.

Type is measured in points.

Column widths should be in proportion to type size.

ADISTINCTIVE | The sans serif letter (left) is streamlined; the serif letter (right) sports tiny brackets.

A

Readable type communicates content clearly.

The alignment of type affects readability.

Paragraph indentations should be consistent.

This is 36-point TimesThis is 36-point Times ItalicThis is 36-point Times Bold

This is 36-point Times Bold Italic

This is 36-point HelveticaThis is 36-point Helvetica Italic

This is 36-point Helvetica BoldThis is 36-point Helvetica Bold Italic

TYPEFACE FAMILY/STYLES | Times is a popular serif font. Helvetica is a popular sans serif font.

TYPOGRAPHIC ANATOMY | The height of typography measured from the ascender to the descender.

With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team.

With his head in his hands and the

sweat coming down his face,

sophomore Brandon Gonzales knew it

was all worth it when he placed third

in the district race. He finished with a

time of 20:06 to lead the junior varsity

team.

NORMAL LEADING EXPANDED LEADING

LEADING | The space between lines of typography is measured in points.

THIS IS SMALL CAPS

this is lower case

This is sentence style

THIS IS ALL CAPS

CAPITALIZATION | Some styles are best used for primary headlines, not for stories and captions.

With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team.

With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team.

With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team.

With his head in his hands and the sweat coming down his face,

sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a

time of 20:06 to lead the junior varsity team.

JUSTIFIED ALIGN LEFT

CENTERED ALIGN RIGHTALIGNMENT | Don’t always use justified alignment for stories and captions. Consider align left for variety.

Several techniques create contrast.

Headlines and captions require close attention.

Body copy should be easy for the reader to read.

A BOLD STATEMENT | For contrast, two sizes of this bold font are used for a powerful primary headline.

A LITTLE IS A LOT | When using script, restraint is the key to effective communication.

CLASSIC | Restrained typographic use doesn’t mean the design has to be boring.

MODULE 16: TYPOGRAPHY