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Typography Concepts

Understand typeface anatomy and categories for optimal design choices. Learn about serif, sans-serif, display, and decorative typefaces. Discover emphasis strategies and point size, measure, leading in text design.

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Typography Concepts

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  1. Typography Concepts • Typeface Anatomy • Typeface Categories • Text • Display • Decorative • Emphasis Strategies • Point size/ Measure/ Leading

  2. Typeface Anatomy

  3. Typeface Categories- Text • Designed for readability over long passages • Typically serif • Times New Roman • Bookman • Georgia • Verdana

  4. Typeface Categories- Display • Designed for titles and headings • Typically sans-serif • Ariel • Trebuchet • Verdana • Tahoma • Bernhardt Modern Roman

  5. Typeface- Decorative • Designed for stylistic reasons • Typically unprofessional or illegible • Comic Sans • Jokerman • Edwardian Script • Rosewood

  6. Emphasis Strategies • Bold • Italics • Underline • ALL CAPS • SMALL CAPS • Point size • Alignment

  7. Point Size, Measure, and Leading • Point size: Height of typeface, point: 1/72 inch. • Measure: Line length • Leading Space between lines

  8. Rules of Thumb • Balance the point size and measure so no more than two lowercase alphabets can fit on each line. • Balance point size and measure so nine to ten words averaging 5 ½ characters fill the measure. • Balance point size and measure so each measure contains between 27 and 70 characters, ideally around 40. • With longer measures more leading is needed to help readers find the next line. • Display type often needs negative leading

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