Typography

1
Typography
2
Johannes Gutenberg 1400-1460

• a German goldsmith and printer, who is credited
  with inventing movable type printing in Europe
  and mechanical printing globally. His major work,
  the Gutenberg Bible, also known as the 42-line
  bible, has been acclaimed for its high aesthetic
  and technical quality.

3
Movable metal type, and composing stick,
descended from Gutenberg's invention
4
Proportions of the letterforms

• stroke to height ratio
• contrast in stroke weight
• expanded and condensed style

5
x-height proportion
6
Optical relationship

• pointed curved (A O)
• extend beyond baseline and capline
• AEOV
• 2-storied center above, top narrower
• E
• horizontal strokes thinner
• H

7

• tight junctions opened to prevent thickening at
  the joint
• M
• Q smaller than H
• curved strokes are usually thinner at their
  Midsection than the vertical strokes, to achieve
  an even appearance.

8
Font

• Set of characters of the same size and style
  containing all the letters, numbers and marks
  needed for typesetting
• UPPERCASE/CAPITALS
• Lowercase
• Small caps
• Lining Figures 1234567890 (numerals identical in
  size to the capitals and aligned on the baseline)
• Old-style Figures 1234567890 (numerals that
  exhibit a variation in size
• Ligatures ff fi fl
• Punctuation
• Symbols

9

• Font All the letters, numbers and punctuation of
  a single size of a single typeface (12-point
  Helvetica)
• Typeface The distinctive, design of an alphabet
  (and accompanying numbers and punctuation). All
  point sizes of that typeface.

10
Setting type

• All caps
• All lowercase
• Cap first of every word/important word/first word
  only
• gt Emotional IMPACT

11
(No Transcript)
12
Tracking letterspacing

• When too generous, legibility is reduced
• Avoid letterspacing l o w e r c a s e
• Avoid too much letterspacing with
• c o n d e n s e d l e t t e r s
• Punctuation needs reduced spacing

13
Units of Measurement

• 1 Inch 72 pt (points) 6 p (picas)
• 1 pica12 points
• Points are the smallest unit of measurement. Type
  and leading are measured in points with 72 points
  to the inch.
• Use picas for measuring column width and depth,
  margins, and other larger distances.

14
Type sizes

• 5-72
• Text gt14 (usually 9-11)(12gt eesh)
• Display 14gt
• X-height changes Size Size perception
• Bigger is not always better
• use position, color, surrounding white space

15
(No Transcript)
16
Visual features of typefaces

• Serifs
• Weight
• Width (expanded, condensed)
• Posture (Italic, oblique, script)
• Thick/thin contrast
• x-height x-height
• Ascenders descenders length

17
How to choose a typeface

• Function
• Audience
• Mood
• Roman dignity, austerity, grace
• Modern forceful, assertive, presence and
  persistence
• Sans serif modern, business-like, efficient,
  no-nonsense
• Scripts imitate handwriting