Typography

Conveys moodCommunicates attitude

The Letters

X-height –the height of the main body of a lower case letter (literally, the x)

x jCap height –the height of uppercase letters of a font

A B C

The Letters

Ascender – the part of lower case letters that extends above the x-height

b d h Descender – the part of lower case letters that extends below the baseline

g p y

The Letters

Bowl – the rounded space within letters such as b and QSerif – the short cross strokes of some typeface

T f m

Typefaces

ConventionalSerif, small x-height, tall extenders &

descenders

ContemporarySans serif, high x-height, short

extenders and descenders

Typefaces

DignifiedSerif, bowls and vertical letterforms

slightly narrowedHattenschweiler

FriendlyRounded bowls and letterforms

Tahoma

Type Styles

Boldheavier stroke,-headings, subheads

-avoid using bold type for emphasis within blocks text. Italics work better.

Type Styles

Avoid:Shadow textShadow textOutline textUnderlined text

Consider:Small caps for acronyms

Type measurement

Points –best standard of measurementMeasured in smaller increments 0.1Used by most programsVocabulary of typesetting is in pointsUsed for line spacing and rule thickness6 picas = 1 inch

12 points = 1 pica

72 points = 1 inch

Kerning and Tracking

Kerning – reducing or adding space between letter pairs

Tracking - adjusting space in a string or block of text generally loose or tight

Line Spacing

Leading –vertical space alloted to a line of typeUse tighter leading in headlinesUse looser leading for body text

LeadingDesign programs allow you to

adjust leading for special effects, such as logos

Special Type Effects

Reversing type

Screening type

50% off

50% off

Special Type Effects

and type

Rotating type

Setting

Special Type Effects

Filling type