Some tips on type From Before & After: Graphics for Business

1. Some tips on type From Before & After: Graphics for Business By John McWade

3. Vocabulary Serif Sans serif Legibility Readability Type and typeface X-height Counters Mirrors

4. Serif – a small cross stroke at the end of a main stroke of a letter Sans serif – a letter without serifs S S

5. Serif Sans Serif S

6. For large amounts of text—a solid page or more—serif type is easier than sans serif for the reader to deal with. There are a few theories why. • It’s what we’re most accustomed to • It’s more organic and graceful • Letters create a bridge from one letter to the next

7. The hallmarks of good type are legibility and readability. Legibility refers to clarity. It’s how readily one letter can be distinguished from all others. Readability refers to how well letters interact to compose words, sentences and paragraphs.

8. To flow most smoothly, an alphabet’s characters should have similar widths. Reading has a natural rhythm; an alphabet such as Futura (top left) with widely varying character widths, disrupts it.

9. We identify letters by their physical characteristics—stems, bars, loops, curves, and so on; the clearer they are the more legible the letter. Expanding or compressing letters makes them harder to read.

11. X-height is the height of the lowercase characters in a typestyle

13. Counters are the enclosed spaces inside letters. Avoid typestyles whose counters are very large in relation to the stroke weight.

14. Geometric typestyles are so uniform, their letters are often mirror images. For text, this is not ideal—the more distinct each letter is, the more legible whole words will be. Look for typestyles that don’t mirror, such as Gill Sans (bottom).