2. The Target Audience
• Publications are created to convey a
message to the intended audience,
called the target audience.
• The target audience will determine the:
– Language used.
– Fonts used.
– Colors used.
– Graphics used.
3. Typography
• Many publications will contain a
large amount of text to deliver the
message.
• It is important to understand a few
basic guidelines for working with
text and typography.
• Typography refers to the style and
arrangement or appearance of text.
4. Typeface (Font) Categories
• Typefaces and fonts are not
actually the same thing, but for our
purposes we will consider them the
same.
• Typefaces can be divided into four
main categories.
– Serif
– Sans Serif
– Script
– Decorative or Ornamental
5. Serif Typefaces
• Have strokes at the tips of the letters
called serifs.
• Examples:
Bodoni
Goudy
Courier
Times New Roman
k
• Used for body text (paragraphs) in
printed publications.
Business correspondence Book text
Magazine article text Newspaper text
Recommended sizes for body text are 10 to
12 points.
6. Sans Serif Typefaces
There are no serifs at the tips of the
letters. (Sans means “without”)
• Examples:
• Arial
• Berlin Sans
Gill Sans
Verdana
k
• Used for very large or very small
text, small amounts of text, and digital
display (viewed on a monitor/TV)
• Web pages On-screen display
• Headings Tables
• Captions Headlines
• Advertisements, posters, flyers, etc.
7. Ornamental or Decorative
Typefaces
• Designed strictly to catch the eye
• Should be used sparingly.
• Can be hard to read.
• Examples
• Chiller Broadway
• Webdings engravers MT
• Used for decoration.
• Headlines on flyers or advertisements.
• Webdings can be used for symbols in
logos.
8. Script Typefaces
• Appear to have been written by hand
with a calligraphy pen or brush
– Should never be used in all caps.
• Example
• French Script
• Uses
• Formal Invitations
• Place cards
• Poetry
• Announcements
9. Font Style
• The font style refers to the slant, weight
and special effects applied to the text.
• Examples:
– Bold
– Italic
– Reversed
– Underline
– Shadow
– Outline
– SMALL CAPS
10. Font Families
• A font family is the different sizes,
weights and variations of a typeface.
• Examples: Arial
Arial Black
Arial Narrow
Arial Rounded MT Bold
