10. BALANCE
— think as grids
Grids can help us see the balance clearer, and also understand negative space.
11. BALANCE
— think as grids
Grids can help us see the balance clearer, and also understand negative space.
Don’t be afraid of the empty space on the page. Digitally, we have access to lots of it.
12. REPETITION
— but avoid monotony
How is monotony avoided here?
How is repetition used here?
13. VISUAL PRIORITY
highest priority
top left
…following eye…
top right
…scanning down…
top right
…further down…
down left edge
least priority
bottom right
14. VISUAL PRIORITY
— can also be controlled
Contrasts—in size (we call this visual dominance), weight, and style—can
all be used to control visual priority or hierarchy.
15. VISUAL PRIORITY
— can also be controlled
Contrasts—in size (we call this visual dominance), weight, and style—can
all be used to control visual priority or hierarchy.
Example: dominance.
16. VISUAL PRIORITY
— can also be controlled
Contrasts—in size (we call this visual dominance), weight, and style—can
all be used to control visual priority or hierarchy.
Example: style.
17. VISUAL PRIORITY
— can also be controlled
Contrasts—in size (we call this visual dominance), weight, and style—can
all be used to control visual priority or hierarchy.
Example: dominance and style.
18. VISUAL PRIORITY
— can also be controlled
Contrasts—in size (we call this visual dominance), weight, and style—can
all be used to control visual priority or hierarchy.
1
2 3
19. VISUAL PRIORITY
— can also be controlled
Contrasts—in size (we call this visual dominance), weight, and style—can
all be used to control visual priority or hierarchy.
1
2 3
Example: weight.
20. VISUAL PRIORITY
— can also be controlled
Contrasts—in size (we call this visual dominance), weight, and style—can
all be used to control visual priority or hierarchy.
1
2
3
Example: dominance and weight.
21. Typography
is the art of
using black to
expose whiteness
of the page.
— which is to say that typography is a system of contrasts.
22. WHICH FONT SHOULD I USE?
Sans Serif
Serif
DECORATIVE
Handwriting
Typefaces (fonts) are not neutral but have character and communicate.
27. USING ALL CAPS FOR TOO LONG MAKES
TEXT HARD TO READ AS OUR EYES ARE
SEARCHING FOR THE CONTOURS OF
LETTERS WITH THE SAME HEIGHT.
DON’T USE ALL CAPS
28. This sentence is easier to read
!
…than this one is because our eye looks to height.
DON’T USE ALL CAPS
Why?
29. This sentence is easier to read
!
…than this one is because our eye looks to height.
DON’T USE ALL CAPS
30. But: ALL CAPS can be useful for reducing the focus on text.
Where do you focus?
DON’T USE ALL CAPS
ABOUT MORE INFORMATION NEXT PAGE
“If today were the last day of your life, would you
want to do what you are about to do today?”
!
— Steve Jobs
32. CORRECT DASHES
Remember quotesandaccents.com.
Hyphen: - -
“I love me some hand-lettering.” (breaking or joining single
words into parts)
!
en dash: – ⌥ + -
“I was in jail from 1976–1978.” (replaces “to” and “and”)
“I have a love–hate relationship with stretchy denim.”
(illustrates relationship)
!
em dash: — ⌥ + ⇧ + -
“I once had to use the bus station bathroom—horrifying.”
(break of thought)