3. Typography
Type is on the page to serve the text.
Type can be an image.
Type is communication.
Type expresses personality.
Type is power.
Type conveys emotion.
33. Font Family
The roman font is the core or spine from which a family of typefaces derives.
Italic fonts, which are based on cursive writing, have forms distinct from roman.
SMALL CAPS HAVE A HEIGHT THAT IS SIMILAR TO the lowercase X-
HEIGHT.
Bold typefaces are used for emphasis within a hierarchy.
Bold typefaces each need to include an italic version, too.
42. Leading
The distance from the baseline of one line of type to another
is called line space. It is also called leading, in reference to
the strips of lead used to separate lines of metal type. The
default setting in most layout and imaging software is
slightly greater than the cap height of the letters. Expanding
this distance creates a text block with lighter, more open
colour. As line spacing increases further, the lines of type
become independent linear elements rather than parts of an
overall texture.
43. Leading – 120%
The distance from the baseline of one line of type to another
is called line space. It is also called leading, in reference to
the strips of lead used to separate lines of metal type. The
default setting in most layout and imaging software is
slightly greater than the cap height of the letters. Expanding
this distance creates a text block with lighter, more open
colour. As line spacing increases further, the lines of type
become independent linear elements rather than parts of an
overall texture.
44. Leading – 140%
The distance from the baseline of one line of type to another
is called line space. It is also called leading, in reference to
the strips of lead used to separate lines of metal type. The
default setting in most layout and imaging software is
slightly greater than the cap height of the letters. Expanding
this distance creates a text block with lighter, more open
colour. As line spacing increases further, the lines of type
become independent linear elements rather than parts of an
overall texture.
45. Leading – 160%
The distance from the baseline of one line of type to another
is called line space. It is also called leading, in reference to
the strips of lead used to separate lines of metal type. The
default setting in most layout and imaging software is
slightly greater than the cap height of the letters. Expanding
this distance creates a text block with lighter, more open
colour. As line spacing increases further, the lines of type
become independent linear elements rather than parts of an
overall texture.
46. Alignment
The arrangement of text into columns with hard of soft edges is
called alignment. Each basic style of alignment brings aesthetic
qualities and potential hazards to the design of page or screen.
Justified text, which has even edges on both left and right, has been
the norm since the invention of printing with movable type, which
enabled the creation of page after page of straight-edged columns.
Justified type makes efficient use of space, and it also creates a
clean shape on the page. Ugly gaps can occur, however, when the
line length is too short in relation to the size of type used.
Hyphenation breaks up long words and helps keep the lines of text
tightly packed. Letterspacing can also be used to adjust a line.
47. Alignment
Ugly gaps appear
when the designer has
made the line length
too short, or the
author has selected
words that are too
long.
48. Alignment
In flush left/ragged right text, the left edge is hard and right edge
is soft. Word spaces do not fluctuate, so there are never big holes
inside the lines of text. This format, which was rarely used before
the twentieth century, respects the flow of language rather than
submitting to the law of box. Despite its advantages, however, the
flush left format is frought with danger. The designer must work
hard to control the appearance of the rag along the right edge. A
good rag looks pleasantly uneven, with no lines that are
excessively long or short, and with hyphenation kept to an
absolute minimum.
49. Alignment
A bad rag will fall
into weird shapes
along the right
edge, instead
looking like
random.
50. Alignment
Flush right/ragged left is a variant of the more familiar flush left
setting. It is common wisdom among typographers that flush right
text is hard to read, because it forces the reader’s eye to find a
new position at the start of each line. This could be true, or it
could be an urban legend. At any rate, the flush right setting is
rarely employed for long bodies of text. Used in smaller blocks,
however, flush right text forms effective marginal notes, sidebars,
pull quotes, or other passages that comment on a main body or
image. A flush or ragged edge can suggest attraction (or
repetition) between chunks of information.
51. Alignment
Lots of punctuation
(at the ends of lines)
will attach, threaten,
and generally weaken
the flush right edge.
Watch out for this.
53. Emphasis
Emphasizing a word or phrase within a body of text usually
requires only one signal. Italic is the standard form of
emphasis. There are many alternatives, however, including
boldface, SMALL CAPS, or a change in colour. You can also
create emphasis with a different font; a full-range type family
has many font variations designed to work together. You may
need to adjust the font size so that the x-heights align.
54. Emphasis
If you want to look like professional, do not use underline for
the emphasis.
55. Simple Guidelines
Match serif and sans serif together instead of both serif or both
sans serif.
First Heading
This is the main text. Does it look similar to the heading, even
though its size can be different? You can suggest ways to
improve it.
57. Simple Guidelines
Printed body text can be of the size 10 to 12 points. 11 is best
for printing while 12 is a bit too big.
Body text on screen can be a bit larger.
58. Simple Guidelines
Do not use too long or too short lines. 30-60 characters or
around 7 words each line can be optimal for reading.
59. Simple Guidelines
Paragraph should begin clearly. Use either indent or line space
but not both. The first paragraph should not be indented.
