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T Y P O G R A P H Y

P R I N T I N G&

e x p l a i n e d

Of the three major type classifications of Western typography, Roman is the style in widest use. The others are Blackletter and Italic. Traditionally, Roman is a serif face based on a style of ancient Rome and is the typical classic serif of today. However, Roman also refers to any upright typeface (as opposed to italic, slanted, or script), even sans serifs.

ROMANFont

Traditionally defined as a quantity of sorts composing a complete character set of a single size and style of a particular typeface.

ItalicWhile roman typefaces are upright, italic typefaces slant to the right. But

rather than being just a slanted or tilted version of the roman face, a true or

pure italic font is drawn from scratch and has unique features not found in the

roman face. The term, Italic was based on it’s origin being Italy.

ScriptA broad category of type that mimics historical or modern handwriting styles that look as if written with different styles of writing instruments from calligraphy pens to ballpoint pens. Typical characteristics of script type are: connected or nearly connected flowing letterforms and slanted, rounded characters.

SANS

.PointPica.

Sans Serif is one that does not have the small features called “serifs” at the end of strokes. The

term comes from the French, meaning “without”.

A point is the smallest unit of measure, being a subdivision of the larger pica. It is commonly abbreviated as pt. The point has long been the usual unit for measuring font size and leading and other minute items on a printed page.

A pica is a typographic unit of measure corresponding to 1/72 of its respective foot, and therefore to 1/6 of an inch. The pica contains 12 point units of measure.

SERIF

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Serifs are semi-structural details on the ends of some of the strokes that make up letters and symbols.

Variations in the darkness of type images created by the width of the lines that makes up each character. Weight is usually described in terms of light, medium, heavy, bold, and black. Medium is effective in terms of legibility and readability for body copy, while bold is more appropriate to headlines and/or small portions of copy that should stand out from the rest.

TYPE

ASCENDER

DESCENDER

An ascender is the portion of a minuscule letter that extends above the mean line of a font. That

is, the part of a lower-case letter that is taller than the font’s x-height.

A descender is the portion of a letter that extends below the baseline of a font.For example, in the letter ‘p’ at right, it is the stem reaching down past the o.

xsX-HEIGHT

BASELINE

The x-height or corpus size refers to the distance between the baseline and the mean line in a typeface. Typically, this is the height of the letter x in the font. Curved letters tend to exceed the x-height slightly, due to overshoot.

The baseline is the line upon which most letters “sit” and below which descenders extend.

X-H

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Kern ing

Tr a c k i n g

Kerning is the process of adjusting the spacing between characters in a proportional font, usually to achieve a visually pleasing result. The related term kern denotes a part of a type letter that overhangs the edge of the type block.

Tracking, refers to the amount of space between a group of letters to affect density in a line or block of text. Letter-spacing can be confused with kerning. Letter-spacing refers to the overall spacing of a word or block of text affecting its overall density and texture.

LeadingLeading refers to the distance between the baselines of successive lines

of type. The term originated in the days of hand-typesetting, when thin

strips of lead were inserted into the forms to increase the vertical distance

between lines of type.

Ligatures

&Ampersand

A ligature occurs where two or more graphemes are joined as a single glyph. Ligatures usually replace consecutive characters sharing common components and are part of a more general class of glyphs called “contextual forms” where the specific shape of a letter depends on context such as surrounding letters or proximity to the end of a line.

An ampersand (or epershand) “&” is a logogram representing the conjunction word “and”.The symbol is a ligature of the letters in et, Latin for “and”.

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GRID

BASELINE GRID

Indentation

Typographic grid is a two-dimensional structure made up of a series of intersecting vertical and horizontal axes used to structure content. The grid serves as an armature on which a designer can organize text and images in a rational, easy to absorb manner.

The placement of text farther to the right to separate it from surrounding text.

A Baseline grid is a series of equally spaced Horrizontal lines, its function is the same

as lined paper, allowing you to allign type up perfectly even from a distance.

AllignmentAlignment or range, is the setting of text flow or image placement relative to a page, column (measure), table cell or tab. The type alignment setting is sometimes referred to as text alignment, text justification or type justification.There are four basic typographic alignments:

The text is aligned along the left margin or gutter, also known as left-aligned or ragged right;

Flush LeftThe text is

aligned along the right margin

or gutter, also known as right-

aligned or ragged left;

Flush Right

The text is aligned along the left margin, and letter and word-spacing is adjusted so that the text falls flush with both margins, also known as fully justified or full justification;

Justified

The text is aligned to neither the left nor right margin; there is an even gap on

each side of each line.

Centered

Raised caps

dRop caps

A raised cap rises above the other letters of the first word and line of a paragraph.

A drop cap drops below the other letters of the first

word and line of a paragraph.

djacent capsAnother version of dropped caps. The initial cap doesn’t drop in the body of the paragraph. Instead, the cap appears in a separate column of its own that is adjacent to the main column,

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Body Type

Optimum Words per Line

Body Type is usually the largest amount of type you would read, it is smaller then the headline and usually quite plain and is designed to be easy to read due to it is usually fairly bulky.

The ideal line length for text layout is based on the physiology of the human eye… At normal reading distance the arc of the visual field is only a few inches – about the width of a well-designed column of text, or about 12 words per line. Quantitative studies show that moderate line lengths significantly increase the legibility of text.

1 2 3 4 5 6 7 8 9 10 11 12

The CMYK color model is a subtractive color model, used in color printing,. CMYK refers to the four inks used in some color printing: cyan, magenta, yellow, and key black. Though it varies by print house, press operator, press manufacturer and press run, ink is typically applied in the order of the abbreviation.

The RGB color model is an additive color model in which red, green, and blue lights are added together in various ways to reproduce a broad array of colors. The name of the model comes from the initials of the three additive primary colors, red, green, and blue.

CMYK RGB

Pantone Inc. is a corporation headquartered in Carlstadt, New Jersey, USA. The company is best known for its Pantone Matching System (PMS), a proprietary color space used in a variety of industries, primarily printing, though sometimes in the manufacture of colored paint, fabric, and plastics.

Dots per inch (DPI) is a measure of spatial printing or video dot density, in particular the number of individual dots that can be placed in a line within the span of 1 inch (2.54 cm). The DPI value tends to correlate with image resolution, but is related only indirectly.

DPI

PANTONE 210 E

PANTONE 208 E

PANTONE 206 E

PANTONE 202 E

PANTONE 204 E

PANTONE 210 F

PANTONE 208 F

PANTONE 206 F

PANTONE 202 F

PANTONE 204 F

PANTONE 210 D

PANTONE 208 D

PANTONE 206 D

PANTONE 202 D

PANTONE 204 D

PANTONE 202 E

PANTONE 202 F

PANTONE 202 D

.JPEG .TIFF

JPEG stands for Joint Photographic Experts Group which is the most common compression file format used for photographs and complex illustrations intended for screen displays. File compression results in smaller file sizes.

TIFF stands for Tagged Image File Format, a High-Quality, High-Resolution, uncompressed image format. Typically used for printing.

.EPS .PDF

EPS stands for Encapsulated PostScript which is a uncompressed high-quality image format often used for vector shaped images.

PDF stands for Portaable Document File. It is a format that displays all the elements of design without requiring the software that was used to create it. Can be used to transfer designs via the internet for large multiple-page doccument access through websites, and printing.

ImpositionImposition is one of the fundamental steps in the prepress printing process. It consists in the arrangement of the printed product’s pages on the printer’s sheet, in order to obtain faster printing, simplified binding and less waste of paper.Correct imposition minimizes printing time by maximizing the number of pages per impression, reducing cost of press time and materials. To achieve this, the printed sheet must be filled as fully as possible.

FRONTBACK

Saddle Stitching

Perfect Binding

Saddle Stitching is a method of securing loose printed pages with staples down the middle of a folded sheaf of papers. Many booklets are saddled-stitched. Side-stitching is a similar method where the pages are stapled about 1/4” from the spine.

Perfect Binding is a method of securing loose printed pages with a strip of tape or plastic strips fused with heat also known as thermal binding. Thermal binding allows documents to lay flat when opened, is sturdy, and neat.

DIGITAL PRINTDigital printing refers to methods of printing from a digital based image directly to a variety of media. It usually refers to professional printing where small run jobs from desktop publishing and other digital sources are printed using large format and/or high volume laser or inkjet printers. Digital printing has a higher cost per page than more traditional offset printing methods but this price is usually offset by the cost saving in avoiding all the technical steps in between needed to make printing plates. It also allows for on demand printing, short turn around, and even a modification of the image (variable data) with each impression. The savings in labor and ever increasing capability of digital presses means digital printing is reaching a point where it will match or supersede offset printing technologies ability to produce larger print runs at a low price.

Bleed is a printing term that refers to printing that goes beyond the edge of the sheet after trimming. The bleed is the part on the side of your document that gives the printer that small amount of space to move around paper and design inconsistencies.

Varnish is applied to highlight descrite areas of a printed design, both visually and by imparting a different texture. The effect of spot UV can be maximised when it is applied over matt-laminated printing.

Lithography

Screenprint

Lithography is a method for printing using a lithographic limestone or a metal plate with a completely smooth surface. Lithography can be used to print text or artwork onto paper or another suitable material.

Screen printing is a printing technique that uses a woven mesh to support an ink-blocking stencil. The attached stencil forms open areas of mesh that transfer ink or other printable materials which can be pressed through the mesh as a sharp-edged image onto a substrate. A roller or squeegee is moved across the screen stencil, forcing or pumping ink past the threads of the woven mesh in the open areas.

KEY

INK OIL WATER STONE PAPER

Letterpress printing is relief printing of text and image using a press with a “type-high bed” printing press and movable type, in which a reversed, raised surface is inked and then pressed into a sheet of paper to obtain a positive right-reading image.

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