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Typography Principles

Learn about selecting appropriate typefaces, measuring type, avoiding all caps, adjusting line lengths, and text arrangement for optimal readability in desktop publishing.

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Typography Principles

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  1. Typography Principles Communications 320 Desktop Publishing

  2. Principle 1: Select a Type Appropriate to Your Audience • Purpose and character of publication • Factors affecting legibility • Sans Serif for Display Text • Subheads 14, 18, 24 points • Heads 30, 36, 48 points (possibly 60) • Serif for Body Copy - 10 or 12 point

  3. Principal 1(continued): Measuring Type • Measured from • baseline to baseline • top of ascender to bottom of descender (plus some space) • 72 points to the inch

  4. Principal 2: Don’t Use ALL Caps • Consider • Word recognition • Economy of space • Reading speed • For similar reasons avoid • All italics • All bold

  5. Fonts • A font is a complete alphabet of • one size and • one type (bold, italics, normal) of one typeface

  6. Principle 3: Make the Line Length Comfortable to Read • For body copy the line length should range from 50-70 characters • Leading - The longer the line the more leading you should use • Range is 10-20 per cent of type size • Thus range for 10 point type is 1-2 points • Typeface

  7. Leading • Leading is the spacing between lines and paragraphs • Kerning is the spacing between letters

  8. Principle 4: Choose an Appropriate Text Arrangement • Justified forces word spacing • Flush left, ragged right is easiest to read • Flush right, ragged left is more difficult to read • Centered is for cutlines and captions • Asymmetrical - for effect, wrap around photos

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