Readibility• Letter spacing• Leading or line spacing• Column width• Copy placement style• Size of the typeface.

Design Style• Create a style file for the type to be used in each section

of the book Mood Setting

• Pictures tell us the way things looked• Layouts present a sense of order• Words convey facts

Serif • Contain horizontal crosslines on letters.• Provide a visual stability while conveying richness

and subtle formality Sans Serif

• Means without crosslines• Casual in tone and mood

Decorative• Contain serifs• Ornamental and designed to attract the reader’s

attention• Excellent at expresing a mood in a headline

Typeface: Design or look of a set of characters, letters, numbers and punctuation.

Fonts: A set of characters available in a given size of a typeface.

• 8 pt Arial

• 16 pt Batang• 12 pt dodger

Families: a group of typefaces sharing the same basic name:• Courier• Courier New• Courier Ps

Type is measured Type is measured in pointsin points

72 pts = 1 inch72 pts = 1 inch Typefaces range Typefaces range

in size from 4 to in size from 4 to 144 pts.144 pts.

Typefaces are Typefaces are usually measured usually measured from the top of from the top of the tallest the tallest lowercase letter lowercase letter such as b, f and l such as b, f and l to the bottom of to the bottom of the lowest case the lowest case letter such as g, j letter such as g, j and p.and p.

Ascender

Height

Descender

Leading

Leading (or line spacing) is the space between the lines of set type.

Make a TYPE SPECIFICATION FORM Copy Block Size Leading Capitalization style Column Width Emphasis faces Copy Placement styles

• Primarly Headlines (24 to 72 pts) (3 to 5 times the size of the body copy)

• Subheadlines (1/3 to 2/3 the size of the primary headline and set in a different type face)

• Body Copy (8 to 12 pts, depending on the typeface, column width and amount of copy.)

• Captions (6 to 10 pts, depending on size of body copy, often set in italic or bold versions of the body copy typeface.

The space The space between linesbetween lines

Normally, you Normally, you would choose would choose between standard between standard and solid leadingand solid leading• Standard: offers Standard: offers

best readability for best readability for each size of typeeach size of type

• Solid: lines are Solid: lines are closer together closer together and inhibits and inhibits readability and is readability and is used primarily used primarily when space for when space for copy is limitedcopy is limited