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Typography

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Copyright Jostens

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Typography

  1. 1. MODULE 16: TYPOGRAPHY
  2. 2. Categories of typefaces share similar characteristics. Typefaces have families. Type is measured in points. Column widths should be in proportion to type size.
  3. 3. ADISTINCTIVE | The sans serif letter (left) is streamlined; the serif letter (right) sports tiny brackets. A
  4. 4. Readable type communicates content clearly. The alignment of type affects readability. Paragraph indentations should be consistent.
  5. 5. This is 36-point Times This is 36-point Times Italic This is 36-point Times Bold This is 36-point Times Bold Italic This is 36-point Helvetica This is 36-point Helvetica Italic This is 36-point Helvetica Bold This is 36-point Helvetica Bold Italic TYPEFACE FAMILY/STYLES | Times is a popular serif font. Helvetica is a popular sans serif font.
  6. 6. TYPOGRAPHIC ANATOMY | The height of typography measured from the ascender to the descender.
  7. 7. With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team. With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team. NORMAL LEADING EXPANDED LEADING LEADING | The space between lines of typography is measured in points.
  8. 8. THIS IS SMALL CAPS this is lower case This is sentence style THIS IS ALL CAPS CAPITALIZATION | Some styles are best used for primary headlines, not for stories and captions.
  9. 9. With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team. With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team. With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team. With his head in his hands and the sweat coming down his face, sophomore Brandon Gonzales knew it was all worth it when he placed third in the district race. He finished with a time of 20:06 to lead the junior varsity team. JUSTIFIED ALIGN LEFT CENTERED ALIGN RIGHT ALIGNMENT | Don’t always use justified alignment for stories and captions. Consider align left for variety.
  10. 10. Several techniques create contrast. Headlines and captions require close attention. Body copy should be easy for the reader to read.
  11. 11. A BOLD STATEMENT | For contrast, two sizes of this bold font are used for a powerful primary headline.
  12. 12. A LITTLE IS A LOT | When using script, restraint is the key to effective communication.
  13. 13. CLASSIC | Restrained typographic use doesn’t mean the design has to be boring.
  14. 14. MODULE 16: TYPOGRAPHY

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