Print MediumPrint Medium

Print MediumPrint Medium

Print MediumPrint Medium

Print MediumPrint Medium

� Advantages & LimitationsAdvantages & Limitations

� TypographyTypography

� ReadabilityReadability

� Layout Layout

Print MediumPrint Medium

Advantages of Advantages of the Print Mediumthe Print Medium

� Advance OrganizerAdvance Organizer

� Participation ToolParticipation Tool

� SummarizingSummarizing

� Easily IntegratedEasily Integrated

� Detailed InformationDetailed Information

� ContinuityContinuity

Print MediumPrint Medium

Limitations of PrintLimitations of Print

� Time to produceTime to produce

� Can be expensive Can be expensive

� DistractingDistracting

� No motionNo motion

Print MediumPrint Medium

TypographyTypography

� TYPOGRAPHY:TYPOGRAPHY: the art of the art of selecting and arranging selecting and arranging type in various graphic type in various graphic designs to obtain designs to obtain particular effects.particular effects.

““...the typeface is the medium and the ...the typeface is the medium and the words set into print are the message...” words set into print are the message...” Marshall McLuhanMarshall McLuhan

Print MediumPrint Medium

Typography DefinitionsTypography Definitions

� FamilyFamily – all of the variations of a – all of the variations of a particular typeface.particular typeface.

� TypefaceTypeface – uniquely designed styles – uniquely designed styles and shapes of letters, numbers, and and shapes of letters, numbers, and other marks. other marks. Helvetica – Helvetica – Times – Times – ChicagoChicago

� FontFont – variation of a specific typeface – variation of a specific typeface Helvetica Bold 28 Helvetica Bold 28 pt., Helvetica Bold 20 pt.pt., Helvetica Bold 20 pt.

Print MediumPrint Medium

Typography DefinitionsTypography Definitions

� WeightWeight – e.g. light, condensed, – e.g. light, condensed, bold, medium condensed, regular, bold, medium condensed, regular, bold italic . . . bold italic . . . Times Regular Italic Times Regular Italic –– Chicago Bold Chicago Bold

� SizeSize – height in points (72/in.) – height in points (72/in.) Helvetica 28 pt. –Helvetica 28 pt. – Helvetica 18 pt.Helvetica 18 pt.

� StyleStyle – descriptive aspects of – descriptive aspects of type type italicitalic - bold - shadow - - bold - shadow - underlineunderline

Print MediumPrint Medium

Typography DefinitionsTypography Definitions

� ShapesShapes – uppercase, lowercase, numerals, – uppercase, lowercase, numerals, punctuation marks . . . punctuation marks . . . A a œ ƒ ® † ¥ ¨ˆø š å ß 12345 !� A a œ ƒ ® † ¥ ¨ˆø š å ß 12345 !�@#$%@#$%

� Serif Serif – short cross-line at the ends of letters. . . – short cross-line at the ends of letters. . . ““R”R”

� San Serif San Serif – without the short cross-line at end of – without the short cross-line at end of letters. . . letters. . . ““R”R”

Print MediumPrint Medium

Anatomy of TypeAnatomy of Type

D designBaselineBaseline

SizeSize

x-heightx-heightAscenderAscender

DescenderDescenderCounterCounter

SerifSerif

}

Print MediumPrint Medium

Typography DefinitionsTypography DefinitionsJustificationJustification

This is an example of text left justified in a paragraph.

This is commonly called ragged right.

This is an example of

text centered in

a paragraph.

This is commonly

called centered .

This is an example of

text right justified in a

paragraph.

This may be called

ragged left.

This is an example of text justified right and left in a paragraph.

This is most commonly called justified text.

Print MediumPrint Medium

Typography DefinitionsTypography Definitions

� LeadingLeadingthe spacing between linesthe spacing between lines

� KerningKerningthe spacing between lettersthe spacing between letters

� TrackingTrackingthe spacing between wordsthe spacing between words

Print MediumPrint Medium

Factors Influencing Factors Influencing Readability Readability

� Style: Style: keep simplekeep simple

� Font:Font: suitability of font to contentsuitability of font to content

� Size:Size: titles (18 & up) / text (10-12)titles (18 & up) / text (10-12)

� Line:Line: keep narrow and shortkeep narrow and short

� Spacing: Spacing: avoid crowding: avoid crowding: words/letters/lineswords/letters/lines

� Contrast:Contrast: more is bettermore is better

� Unity:Unity: overall balance, type = contentoverall balance, type = content

� Layout:Layout: pleasing to the eye–KISSpleasing to the eye–KISS

Print MediumPrint Medium

LayoutLayout

Rule of ThirdsRule of Thirds

Print MediumPrint Medium

LayoutLayout

� What is the Grid?What is the Grid? The grid is the skeletal The grid is the skeletal

understructure that understructure that gives cohesiveness to gives cohesiveness to a visual design.a visual design.

� Why use a Grid?Why use a Grid? To organize simple or To organize simple or

complex material complex material quickly.quickly.

Print MediumPrint Medium

Print MediumPrint Medium

� Advantages & Advantages & LimitationsLimitations

� TypographyTypography

� ReadabilityReadability

� Layout Layout