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What is typography?
Typography, as defined by Webster, is "the setting of, and printing with,
type." More simply, typography is using the arrangement and style of type to help
convey your message. Similar to our individual sense of fashion, type--like clothes--helps
to establish an identity. Type:
- Is your primary tool of communication.
- Gives voice to your documents
Instantly and nonverbally communicates atmosphere and image
- Is effective when it is
Easy to read
Unobtrusive
Appropriate to the subject matter
Used consistently
Basic terms: Typeface, Type Style,
Font
Typeface: Collection of letters, numbers, and symbols that
share the same distinct appearance. Typeface is often named after the person who designed
the typeface or the place where it was designed. Some typefaces look very similar in
appearance, while others vary drastically. Look at T, g, G, and M for distinctive
appearance.
Type Style: Refers to modification of the typeface to add
emphasis or contrast. Most DTP programs have four type styles: roman (or normal), italic,
bold, bold/italic
Font: Complete set of characters--upper- and lowercase
letters, figures, and punctuation marks--for one size and one style of a particular
typeface. 12-pt Arial Bold is a font.; Arial is a typeface.
Anatomy of Type
Ascender: Letter stroke extension that rises
above the x-height. Examples: b, d, f
Descender: Vertical stroke extending below the baseline.
Example: g, j, p, y, q
X-Height: Height of the main part of the letter, same as the
height of a lowercase x.
Baseline. Invisible line upon which the body of a character
sits. All descenders extend below the baseline.
Counter. White space trapped inside letters such as o, e or
p. The amount of white space affects the appearance and readability of the typeface.
Size of Type
Type is measured in points, from the bottom of the lowest descender to the top of the
highest ascender. There are 72 points in an inch. There are 6 picas in an inch, so there
are 12 points to one pica.
Sometimes text of the same point size has a very different appearance.
Weight of Type
Weight of type refers to the thickness of the letters or strokes. Light, book, demi,
bold, heavy, black, extra bold are examples of type weights. Some typefaces are available
in some of these weights; others are available in all weights.
Width of Type
Width of type refers to the horizontal measure of the typeface. Condensed, normal, and
expanded are the three most commonly used widths.
Type Family
A type family is a typeface with all the
variations in size, style, weight, and width.
Basic Typeface Categories
There are seven basic typeface categories: oldstyle, modern, slab
serif, sans serif, and script, fringe, and decorative.
Oldstyle, modern, and slab serif are all serif
typefaces. Serif typefaces share these general characteristics:
- Finishing strokes extending from the ends of each character make serif typefaces
identifiable.
- Finishing strokes provide visual letter-to-letter transition. Also, serifs provide a
definite horizontal bottom to each line, which helps to guide the eye across the line.
Serifs also fill in some of the gaps between letters, helping to unify each word and
segregate it from adjacent words.
- Serif typefaces are easier to read, partially because we have more experience with them.
Also, serif characters are usually less symmetrical and more distinctive.
- Serif typefaces are used for body text because they are so readable. Almost every book
and magazine printed has the body text set in a serif typeface.
- Most commonly used serif: Times New Roman
Sans serif typefaces:
- Sans means without. Sans serif--without serifs, or without finishing lines
- Used for headlines or ad layouts to attract the attention of the reader
- Create a bold, modern look
- Provide visual relief and work well with serif typefaces.
- Some experts believe sans serif is hard to read and should be used sparingly unless in
very large or very small text.
- Most commonly used sans serif: Arial, Helvetica
Script typefaces:
- Resembles handwriting
- Sometimes considered decorative
- Should be used sparingly
- Frequently used for invitations or short, formal documents.
Other typefaces:
- No category; used for decorative or display purposes.
- Contain symbols or designs that are good for bullets or attention-getters.
Most effective when used for display purposes
- Zapf Dingbats is a commonly used typeface for bullets or display purposes.
Text Alignment
Alignment refers to the format of the lines of type. There are four basic alignments: left, right, center, and justified.
Left: Text is even on the left (all
lines begin at the same point) and ragged, or uneven, on the right.
- Text has even density of color and consistent spacing between
words.
- Provides visual interest to the page--unless the right side is too
ragged.
- Helps reader by establishing a common beginning point for each
line. Reader knows where to look--helps reader move quickly.
- Provides a friendly, informal look.
- Good for narrow columns, body text, heads, captions, short lines,
large type. Accepted in contemporary style in all areas of publication.
Right: Text is even on the right
(all lines end at the same point) and ragged on the left. (Each line has a different
beginning point.)
- Produces an interesting design
- If used sparingly, provides high contrast
- Often used for special effects
Centered: Text is ragged on both the
left and right. Each line has its own beginning and its own ending point.
- Usually reserved for display text or headlines, formal
announcements, pull quotes, captions, or invitations.
- Use sparingly
- Use varied line lengths to create interest
- Remember that reader has to "find" the beginning of each
line
Justified: Text is even on both the
left and right.
- Conveys formality an dorderliness.
- Makes the page look more full
- Allows the reader's eye to move more quickly across text that has
consistent column width
- Accommodates more type; good choice for long publications that
require unbroken reading and good concentration.
Proportional vs. Monospaced
Typefaces
Monospaced: Each letter takes up the
same amount of space. A monospaced typeface gives the appearance of something produced on
a typewriter.
Proportional: The amount of space
each character takes up is adjusted to the width of that character; therefore, an i is
not as wide as an m. Proportional text appears more professional. Also, more text
will fit on a line if a proportional typeface is used.
Sources of Typefaces
There are multiple sources of typefaces
- Resident fonts: Built into your
printer; installed when you load your print driver
Advantage: Load quickly
Disadvantage: Limit design options
- Downloadable fonts: Stored on
computer's hard disk
2 types:
free or soft:
Included with Windows operating system and every major software
Advantage: Price; increase design options
Disadvantage: Fill up font menu with fonts you don't really need
Discretionary:
Typeface you purchase for a definite purpose
Leading
Leading is a term that is carried over from the days when hot medal was poured into
molds of type and separated by strips of lead. Leading (pronounced ledding) today refers
to the distance between lines of type. The distance is measured in points.
Last
updated December 15, 2002
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