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Mastering Typography: Understanding Fonts and Typefaces

Delve into the art of printing with typefaces! Learn about serif, sans serif, script, and decorative fonts. Explore typeface families, terms like ascenders and descenders, leading, and points measurement. Discover the importance of readability, alignment options, and typography in design.

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Mastering Typography: Understanding Fonts and Typefaces

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  1. Typography The art or process of printing with type

  2. Categories of typefaces • Serif: has tiny brackets at the end of a letter stroke. This type is a serif font. • Sans Serif: No serif. Letter strokes are all the same thickness. They appear streamlined and modern. This is a sans serif font. • Script: looks like handwriting or cursive. This is a script font. • Decorative: like artwork. They are often called novelty or display type. This is a decorative font.

  3. Typeface families • Each type family has a name and a personality. • Each member of a “type family” may vary in size, proportion, thickness, and slant. • Ex: Arial • Arial Black • Arial Narrow • Arial rounded bold • Arial unicode

  4. Typeface terms • ASCENDERS: letter strokes that rise above the x-height (b, d, f, h…) • X-HEIGHT: the height of the body of a lowercase letter (such as x) w/o ascenders or descenders • DESCENDERS: strokes that dip below the x-height (g, j, p, q…) • LEADING: also called spacing, it is the space between the lines of type and it’s measured in points

  5. Type is measured in points • Point size refers to the measurement between ascenders and the bottom of descenders. • 72 points in an inch. 36 pt. font is ½ inch tall. • 72 point font • 36 point font • 10 point font • 8 point font

  6. Readability • We want our type to be readable, serif or sans serif. • It shouldn’t distract reader from content. • It need not be extra bold or extra light. • Alignment • Left: Most readable and natural; type set flush to the left • Right: distinctive, but less naturally readable; type set flush to the right • Justified: structured and blocky, uneven word and letter spacing • Center: symmetrical, balanced, formal, and potentially boring

  7. Typography in design • Create contrast • Size difference • Typefaces • Letter shapes (caps/lowercase, roman/italics) • Color • Horizontal/vertical

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