HOW TO CHOOSE TYPEFACES?

1. HOW TO
CHOOSE
TYPEFACES?

2. WHAT
TYPES OF
FONTS
ARE
THERE?
SERIF
- Humanist
- Old style
- Transitional
- Modern
- Slab serif
SCRIPT
DISPLAY
SAN-SERIF
- Grotesque
- Neo-grotesque
- Humanist
- Geometric

3. WHAT IS
YOUR
GOAL?
LEGIBILITY
- Choose typefaces with conventional letter forms.
- Choose typefaces with generous spacing.
- Choose typefaces with a tall x-height.
READABILITY
- Choose typefaces that were designed for the
purpose.
- Align text to “right ragged” for comfortable word
spacing online to avoid “rivers”.
- Make sure your line height is greater than the point
size of your typeface for multi-line texts.
MOOD

4. 10 RULES
FOR
CHOOSING
THE
PERFECT
TYPEFACE
1. Create a mood.
2. Choose an appropriate typeface.
3. Use caution when using unusual typefaces.
4. Combine typeface effectively.
5. Limit the number of typefaces you use in a
project.
6. Choose a typeface that has the characters you
need.
7. Remember it has to be readable.
8. Stick with safe typefaces for web use.
9. Use causing when placing text against a dark
background.
10. Throw out the rules.

5. MIXING
TYPEFACES

6. CONTRAST
CONCORD
CONFLICT

7. AVOID
THESE 5
MISTAKES
WHEN
MIXING
FONTS
1. Changing FontsToo Frequently
2. Inappropriately Sizing Fonts
3. Misusing Fonts
4. Using Similar Fonts
5. Using Clashing Styles

8. 34 SINS
TYPO-
GRAPHY
1. Two spaces between sentences.
2. Dumb quotes instead of smart quotes.
3. Dumb apostrophe instead of a smart apostrophe.
4. Failing to tuck punctuation inside quotes.
5. Failing to kern display type.
6. Using a hyphen instead of an en dash.
7. Using two hyphens instead of an em dash.
8. Too many consecutive hyphens.
9. Large amount of body text in uppercase letters.
10. Large amount of reversed type.
11. Using process colors for body text.

9. 34 SINS
TYPO-
GRAPHY
12. Underlining titles instead of italicizing them.
13. Failing to eliminate widows.
14. Failing to eliminate orphans.
15. Rivers in justified text.
16. Inconsistent leading.
17. Indenting the first paragraph.
18. Indenting a paragraph too far.
19. Failing to hang punctuation into the margin.
20. Failing to use or create fractions.
21. Incorrectly abbreviating AM and PM.
22. Failing to provide margins for type in the box.
23. Faux italic/oblique, bold and small cap type.

10. 34 SINS
TYPO-
GRAPHY
24. Strokes which encroach upon letterforms.
25. Horizontally-scaled type.
26. Vertically-scaled type.
27. Negative letter spacing.
28. Bad line breaks in headline and body text.
29. Stacking lowercase letters.
30. Failing to indent bulleted lists.
31. Failing to use accent marks.
32. Failing to align baseline of type in adjacent
columns of body text.
33. Failing in correct bad rags.
34. Failing in use ligatures.

11. THANK YOU
FOR LISTENING !