Based on Design for the Non Designer by Robin Williams

1. Typographical

2. Font features
Cap Height Ascenders
Typography X-Height
Baseline
Descenders

3. Character parts
Axis Ear Hook Bar
Typ-o-graf-e
Serif
Counter Terminal

4. Letter form
Hxg Hxg Hxg Hxg
Ariel Times NR Geo Slab Hattenschweiler

5. Kerning
Inter-character spacing
Time Unkerned type
Time Kerned type TNT

6. Tracking

7. Leading (Line spacing)
Leading refers to the space Leading refers to the space
between lines. It can be between lines. It can be
tightened or expanded as
needed to fill space. (1) tightened or expanded as
needed to fill space. (1.25)
Leading refers to the space Leading refers to the space
between lines. It can be
between lines. It can be tightened or expanded as
tightened or expanded as needed to fill space. (.8)
needed to fill space. (1.4)

8. Relationships
Type is a building block
Three types of relationships
 Concordant
 Conflicting
 Contrasting

9. Concordant
Use one font
Use variations on that font
 Size
 Italic
 Bold
 Color
Seen as calm, formal

10. For example . . .

11. Conflicting
Use of two or more fonts that
are similar (same family)
Creates a visual dissonance
Should be avoided

12. For example . . .

13. Contrast
Strong contrast attracts
Simple way to create interest
Creates energy on a page
May involve 2 or more fonts
Requires careful planning

14. For example . . .

15. Oldstyle
Serifs on lowercase
letters are slanted
Diagonal stress
Moderate thick/thin
transition in the stroke

16. Oldstyle

17. Modern
Serifs are thin Vertical stress
and horizontal
Radical thick/thin transition
in the stroke

18. Modern

19. Slab serif
Little vertical stress
Little or no
thick/thin transition Serifs are
of contrast in the horizontal and
strokes thick (slabs)

20. Slab serif

21. Sans serif
No stress because
No serifs there’s no thick/thin
No thick/thin transition
in the strokes

22. Sans serif

23. Connected Script

24. Unconnected Script

25. Decorative

26. Typography exists
to honor content
Robert Bringhurst, The Elements of Typographic Style