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Typography

Typography. Conveys mood Communicates attitude. The Letters. X-height –the height of the main body of a lower case letter (literally, the x) x j Cap height –the height of uppercase letters of a font A B C. The Letters.

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Typography

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  1. Typography • Conveys mood • Communicates attitude

  2. The Letters • X-height –the height of the main body of a lower case letter (literally, the x) x j • Cap height –the height of uppercase letters of a font A B C

  3. The Letters • Ascender – the part of lower case letters that extends above the x-height b d h • Descender – the part of lower case letters that extends below the baseline g p y

  4. The Letters • Bowl – the rounded space within letters such as b and Q • Serif – the short cross strokes of some typeface T f m

  5. Typefaces • Conventional Serif, small x-height, tall extenders & descenders • Contemporary Sans serif, high x-height, short extenders and descenders

  6. Typefaces • Dignified Serif, bowls and vertical letterforms slightly narrowed Hattenschweiler • Friendly Rounded bowls and letterforms Tahoma

  7. Type Styles • Bold heavier stroke, -headings, subheads -avoid using bold type for emphasis within blocks text. Italics work better.

  8. Type Styles Avoid: Shadow text Outline text Underlined text Consider: Small caps for acronyms

  9. Type measurement Points –best standard of measurement Measured in smaller increments 0.1 Used by most programs Vocabulary of typesetting is in points Used for line spacing and rule thickness 6 picas = 1 inch 12 points = 1 pica 72 points = 1 inch

  10. Kerning and Tracking Kerning – reducing or adding space between letter pairs Tracking - adjusting space in a string or block of text generally loose or tight

  11. Line Spacing • Leading –vertical space alloted to a line of type Use tighter leading in headlines Use looser leading for body text

  12. Leading Design programs allow you to adjust leading for special effects, such as logos

  13. 50% off 50% off Special Type Effects Reversing type Screening type

  14. Special Type Effects compressing and type Rotating type Setting Stretching Rotating type Rotating type along a path

  15. Special Type Effects • Filling type Legibility over Novelty

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