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Introduction to Type

Introduction to Type. Berkeley PBL Marketing Fall 2010. Type. Concord. Conflict. Contrast. Categories of Type. Oldstyle. Modern. Slab Serif. Sans Serif. Script. Decorative. Be Conscious. Notice details State the good or bad in words. Type Contrasts. Size Weight Structure Form

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Introduction to Type

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  1. Introduction to Type Berkeley PBL Marketing Fall 2010

  2. Type

  3. Concord

  4. Conflict

  5. Contrast

  6. Categories of Type

  7. Oldstyle

  8. Modern

  9. Slab Serif

  10. Sans Serif

  11. Script

  12. Decorative

  13. Be Conscious • Notice details • State the good or bad in words

  14. Type Contrasts • Size • Weight • Structure • Form • Direction • Color

  15. Size 1

  16. Size 2

  17. Weight 1 • Quicksand Light • Quicksand Book • Quicksand Bold

  18. Weight 2

  19. Weight 3

  20. Structure 1

  21. Structure 2

  22. Structure 3

  23. Form 1

  24. Form 2

  25. Form 2

  26. Form 3

  27. Form 4

  28. Direction 1

  29. Direction 2

  30. Direction 3

  31. Color 1

  32. Color 2

  33. Now What? • Combine the contrasts • Name old conflict problems and change them into contrasts

  34. Introduction to Type – Part II Berkeley PBL Marketing Fall 2010

  35. Anatomy of Type

  36. Readability vs. Legibility Readability: extended amount of text Legibility: short burst of text

  37. Readability 1 • Would your professor consider this font (Quicksand) readable if you wrote an entire paper in this? • What are the best choices for readable fonts?

  38. Readability 2 • Certain oldstyles, though not every one • Moderation in serifs, x-height, stroke weights, thick/thin transitions (invisibility) • Examples • Times New Roman, Garamond, Adobe Caslon Pro, Arno Pro, Minion Pro

  39. Readability 3 • Nonexamples: Georgia, Gentium, Uqammaq, SlabTallX • ALL CAPS aren’t readable (form)

  40. Readability 3 • Letter Spacing (Kerning) • Word Spacing • More on this later

  41. Readability 4 • Line length: rules of thumb • 65 characters; 9-10 words/line; point size of text times 24 • Don’t justify if it’s shorter than any of these rules of thumb

  42. Readability 5 • Linespacing (Leading) • Increase • Line length longer than average • Fonts with large x-height • Reversing type (white on black) • Decrease • Fonts with small x-height • More on this later

  43. Readability 6 Which type appears smaller? Which type appears smaller? Try not to reverse a type that has delicate features. Thin lines will disappear when printed.

  44. Readability 7 • Italicizing an entire paragraph results in less readability. Also, using script for an entire paragraph would decrease legibility as well.

  45. Readability 8 • Use moderation: no need to be boring, but just make conscious choices • Make your text invisible, which does depend on your font choice, line length, leading, and kerning

  46. Legibility 1 • Short bursts of text • Scanning and skimming pages • Reading signs • When a short important/word or name has to be read

  47. Legibility 2 • Sans serifs • But if certain characters just look too strange would it still be legible?

  48. Legibility 3 • x-heights are important • x-heights are still important

  49. Legibility 4 • Monospaced fonts like Courier automatically deal with kerning, which makes it less legible

  50. Legibility 5 Constitution Ave CONSTITUTION AVE Massachusetts Ave MASSACHUSETTS AVE Independence Ave INDEPENDENCE AVE

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