Typography (from the Greek words τύπος (typos) = form and γραφή (graphe) = writing) is the art and technique of arranging type in order to make language visible. The arrangement of type involves the selection of typefaces, point size, line length, leading (line spacing), adjusting the spaces between groups of letters (tracking) and adjusting the space between pairs of letters (kerning). Type design is a closely related craft, which some consider distinct and others a part of typography; most typographers do not design typefaces, and some type designers do not consider themselves typographers. In modern times, typography has been put into motion—in film, television and online broadcasts—to add emotion to mass communication.
SERIF OR SANS SERIF
Serif fonts have that little detail at the end of the letter strokes. They are traditional and can be found as text in books and copy in newspapers.
Sans means "without," so sans serif fonts are those without that extra detail on the ends. Sans serif fonts are more casual and contemporary.
1. Serif faces are the norm for most books and newspapers making them familiar and comfortable to readers.
2. The serifs on some faces aid readability by moving the eye from one letter to the next — connnecting individual shapes to form whole words.
3. Serif faces often have a subdued, formal, or serious look.
4. Sans Serif faces are often crisper, bolder, or more informal.
5. Sans Serif faces are often more readable than serif faces when set in very small type (such as for footnotes, captions, and "fine print")
6. Serif faces printed from 300dpi or lower quality desktop printers or printed on textured paper may lose detail in the thin strokes and delicate serifs.
POINT SIZE
A unit of measure in typography which measures the vertical height of type from highest ascender to lowest descender and includes a small shoulder of extra space. There are approximately 72 points to the inchand 12 points is equal to one pica.So how do you choose a specific typeface for body copy, and why?
Body copy is generally set at 12 point or less, with 9-11 point being a good starting point size. Size will depend on the font, width of the column and the line spacing.
1. In the US at least, SERIF faces are the norm for most books and newspapers making them familiar and comfortable as a body text font.
2. A good body face blends in and doesn't distract the reader with oddly shaped letters, or extremes in x-height, descenders, or ascenders.
3. In general (with many exceptions) consider SERIF faces for a subdued, formal, or serious look.
4. In general (with exceptions) consider a SAN SERIF body text font for a crisper, bolder, or more informal tone.
5. Avoid SCRIPT or handwriting typefaces as a body text font. Some exceptions: cards and invitations where the text is set in short lines with extra line spacing.
6. Save your fancy or unusual typefaces for use in headlines, logos, and graphics. As a body text font they are almost impossible to read comfortably, if at all.
PICA
A unit of measure that is approximately 1/6th of an inch and measures the length of a line of type or a column of type. One pica is equal to 12 points or one inch.
1. Use picas for measuring column width and depth, margins, and other larger distances.
2. Picas and points have a direct relationship to each other. There are 12 points in a pica.
3. There are 6 picas to an inch. A standard US letter size page is 8.5 by 11 inches or 51 by 66 picas. (6 picas are approximately 25 mm)
4. The letter p is used to designate picas as in 22p or 6p. With 12 points to the pica, half a pica would be 6 points written as 0p6. 17 points would be 1p5 (1 pica = 12 pts, plus the leftover 5 pts).
LINE SPACING/LEADING
Is the space between lines of text. Also called Leading, pronounced ledd-ing, its name comes from the practice of using metal strips (usually lead) of varying widths to separate lines of text in the days of metal type.
Line spacing is measured from baseline to baseline and is measured in points, just like type.
How much line spacing/leading?
One rule of thumb suggests adding about 20% or around 2 points to the point size of your text as a starting point for adjusting line spacing. Less is generally too crowded.
Changing the leading of text affects its appearance and readability.
When starting a new project, experiment with the amount of line spacing/leading to find what works best. Increased line spacing is also another way to combat gray pages and introduce more white space into a page layout.
GENERAL TYPE TERMINOLOGY
Ascender: The part of lowercase letters (such as k, b, and d) that rise above the x-height of the other lowercase letters.
Baseline: The imaginary line on which the majority of the characters in a typeface rest.Descender The part of lowercase letters (such as y, p, and q) that descends below the baseline of the other lowercase letters in a font face. In some typefaces, the uppercase 3 and Q also descend below the baseline.
Counter: The white space enclosed by a letterform, whether wholly enclosed (as in "d" or "o") or partially (as in "c" or "m").
Descender: The part of lowercase letters (such as y, p, and q) that descends below the baseline of the other lowercase letters in a font face. In some typefaces, the uppercase 3 and Q also descend below the baseline.
Sans serif: A type face that is without serifs. The ends of the strokes are usually square as in Helvetica.
Serif: Small decorative strokes that are added to the end of a letter's main strokes.
Stress: in a typeface, the axis around which the strokes are drawn: oblique (negative or positive) or vertical. Not to be confused with the angle of the strokes themselves (for instance, italics are made with slanted strokes, but may not have oblique stress).
X-height: Traditionally, x-height is the height of the lowercase letter x. It is also the height of the body of lowercase letters in a font, excluding the ascenders and descenders. Some lower-case letters that do not have ascenders or descenders still extend a little bit above or below the x-height as part of their design. The x-height can vary greatly from typeface to typeface at the same point size.
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