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Typography

Typography An introduction on how to use typefaces adapted from the book The Non-Designer’s Type Book by Robin Williams Design is about communication Good design is easier to read and follow Readable and legible type communicates effectively Why Does It Matter? ascender serif x-height

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Typography

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  1. Typography An introduction on how to use typefaces adapted from the book The Non-Designer’s Type Book by Robin Williams

  2. Design is about communication Good design is easier to read and follow Readable and legible type communicates effectively Why Does It Matter?

  3. ascender serif x-height descender Parts of a Typeface Typography

  4. Categories of Typeface • Old Style • Slab Serif • Modern • Sans Serif • Script • Decorative

  5. serifs on lowercase letters are slanted serifs diagonal stress slight transition between the thick/thin strokes Characteristics of Oldstyle • Extremely readable and gives a professional look • Use for body text Oldstyle

  6. Examples of Oldstyle • Centaur • Garamond • Perpetua Example:Harvard University

  7. serifs on lowercase letters are horizontal and thin vertical stress extreme transition between the thick/thin strokes Characteristics of Modern • Conveys a cool, elegant, or striking look • Use for display text Modern

  8. Examples of Modern • Elephant • Niagara Solid • Bodini MT Example:Vogue Magazine

  9. serifs on lowercase letters are horizontal and thick serifs vertical stress very little transition between the thick/thin strokes Characteristics of Slab serif • Conveys a simple, less formal look • Use for body text Slab serif

  10. Examples of Slab serif • Lucida Bright • Century Schoolbook • Rockwell Example:Baylor University

  11. no serifs no thick/thin transition in the strokes Characteristics of Sans serif • Conveys fresh, clean look • Use for body or display text Sans serif no stress

  12. Examples of Sans serif • Century Gothic • Arial • Verdana Example:Sephora

  13. letters are usually connected Characteristics of Script • Use for creative artwork, logos, drop caps, or letterhead • Not for body text Script mimics hand lettering

  14. Examples of Script • Blackadder ITC • Edwardian Script ITC • Vivaldi Example:Krispy Kreme Donuts

  15. Characteristics of Decorative • Use for creative artwork, logos, drop caps, or letterhead • Not for body text Blocks named for what it resembles can help set a mood

  16. Examples of Decorative • Baby Blocks • Chiller • Jokerman Example:Disney

  17. Resource Williams, R. (1994). The non-designer's type book. Berkeley, CA: Peachpit Press.

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