Typography rules book

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A collaboration between second year Graphic Designers at the Arts University Bournemouth. The final project was collaborated and brought together by Sam Brown and Benjamin Gilpin. A design style was then placed across all spreads, printed and Bound by the pair.

Transcript of Typography rules book

Page 1: Typography rules book

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Page 2: Typography rules book
Page 3: Typography rules book

What are the rules of typography and are they to be broken? Do’s and Dont’s abound and all graphic designers have their own pet hates in the typography of the printed page. This is a book of typographic principles, most of which will find broad agreement and a few of which might provoke some interesting debates - and why not?

Students on the BA Graphic Design programme were each asked to create a spread featuring one particular issue and the results were subsequently assembeled into this book.

Page 4: Typography rules book

Before the creation of even the most basic computers, typesetters were individuals responsible for moving around metal characters during the letterpress era. Due to the technological advantages we are influenced by today, everyone has the power to set their own type. Relative to our culture text is read left to right; top to bottom therefore it is set to Align Left however different languages have other preferences. Body text can also be set Justified, Centre and Alight Right. It’s important that the characteristics of type are modified accordingly otherwise lines may have too many or too few words on them. As a typesetter we all need to pull in readers and make reading text an easy and comfortable experience.

Justified body text can look very effec-tive when used with a working grid sys-tem, however it has the power to make a playful publication appear very formal and bland. Justified body text can be found in nu-merous newspapers within the columns.

Page 5: Typography rules book

Text should rarely be set to align right, if ever it should be used on headings and/or only for a design based reason as

it has a negative impact on the readability of type. Setting

large blocks of body text is definitely a don’t.

Body text should only ever be centred for specific

publications. Two exceptions would be wedding invitations and menus. Don’t fall into the trap of thinking everything has to be symmetrically balanced.

Page 6: Typography rules book

Point SizePoint Size

Point SizePoint Size

Point SizePoint Size

Point SizePoint Size

Point SizePoint Size

Point Size

Point SizePoint Size

Page 7: Typography rules book

Point size is a relative measure of the size of a typeface, which is the vertical measurement of the lettering. Type becomes difficult to read when its small but also light, small but also in colour, small but also set solid, small but also reversed out of colour or black.

Point size is a relative measure of the size of a typeface, which is the vertical measurement of the lettering. Type becomes difficult to read when its small but also light, small but also in colour, small but also set solid, small but also reversed out of colour or black.

Point size is a relative measure of the size of a typeface, which is the vertical measurement of the lettering. Type becomes difficult to read when its small but also light, small but also in colour, small but also set solid, small but also reversed out of colour or black.

Point size is a relative measure of the size of a typeface, which is the vertical measurement of the lettering. Type becomes difficult to read when its small but also light, small but also in colour, small but also set solid, small but also reversed out of colour or black.

Point size is a relative measure of the size of a typeface, which is the vertical measurement of the lettering. Type becomes difficult to read when its small but also light, small but also in colour, small but also set solid, small but also reversed out of colour or black.

Page 8: Typography rules book

narrow columns are hard to read. narrow columns are hard to read. narrow columns are hard to read. narrow columns are hard to read. narrow columns are hard to read. narrow columns are hard to read. narrow columns are hard to read. narrow columns are hard to read. narrow columns are hard to read. narrow columns are hard to read. narrow columns are hard to read. narrow columns are hard to read. narrow columns are hard to read. narrow columns are hard to read. narrow columns are hard to read.narrow columns are hard to read.

Page 9: Typography rules book

Having the correct amount of characters on each line is key to the readability of a text. The fact of legibility comes in to account when dictating the width that a line of text should be. If the text is too narrow, the readers eye will have to travel back to often creating a break in the rhythm. Lines that are too short also lead the reader to begin a line without finishing the previous line. The optimum line length is considered to be 50-60 Characters including spaces, but other sources suggest up to 75 characters is an acceptable line length.This specific line showing 61 characters is an optimum length.It is very important that the line length of text is correct to ensure that the reader enjoys the read of your text and not struggling with its readability. If the text is too wide, the reader will have issues with keeping a focus on the desired text, therefore finding their eyes wondering away. This is because with a wide line length, the eye struggles to gauge where the beginning and end of the line lie and can further be difficult to read on to the correct line with large blocks of text. Line length is determined by typographic parameters based on a formal grid and template with several goals in mind; balance and function for fit and readability, aesthetic style.

Page 10: Typography rules book

IT IS CRUEL TO LEAVE A WIDOW* ON HER OWN.

Page 11: Typography rules book

WIDOWS.

*A widow is the term used to define a single word that has been unintentionally placed at the end of a paragraph, resulting in an unusually short structure that disrupts reading. This can be rectified by either adjusting the tracking or altering the content of the text.

Widows are not to be confused with orphans, a way in which one can distinguish them is through a mnemonic: orphans start out alone, widows end up

alone.

Page 12: Typography rules book

ORPHAN In magazines, books and columns of text an orphan is where the words or short lines at the beginning or end of a paragraph end up being finished in a separate column. Sentences which are left dangling at the top or bottom of a column are separated from the rest of the

paragraph this causes problems. These problems would need to be fixed. This is because small bits of text separated from the rest of its paragraph create odd spacing at the top of a column and make text harder to follow, especially when the orphan is on a separate page.

Page 13: Typography rules book

Alignment of text in a paragraph plays a big part in

how it is portrayed. In western design a paragraph is

seen to be aligned on the left or is justified. Whereas

a body of text is seen less to be aligned to the right

or centred, this is because the reader finds it difficult

to deal with the starting points of each line being in a

different location.

In most areas of design the alignment style of one

paragraph is the same to the paragraph that follows,

however there are areas where this changes. Such

as in film posters, where information on a line in one

column corresponds to the information on the same

line in the other column.

PARAGRAPHS

There are many factors that

apply to the legibility and

readability of paragraphs; these

include leading, kerning and

tracking. They decide how the

type performs on the page.

When using alignment in a paragraph there are

certain factors that have to change. Such as on left

alignment, when hyphenate is left on it disturbs the

flow of the reader and it looks ugly. However when

text is justified across the hole column width, leaving

hyphenation on is considered good design.

One way to show a new paragraph is

starting, is to indent the first line by the same point

size as the leading of the new block of text. However

another way to show the start of a new paragraph is

indicated by a blank like that is returned between two

blocks of body text.

Page 14: Typography rules book

RIVERSGAPS IN TYPESETTING APPEARING TO RUN DOWN A PARAGRAPH OF TEXT, DUE TO A COINCIDENTAL ALIGNMENT OF SPACES.

Page 15: Typography rules book

RIVERS can occur regardless of space settings, however are most noticeable with bodies of text with full text justification or mono spaced fonts. Rivers are less noticeable with proportional fonts, due to their narrow spacing. Rivers occur because of a combination of the x-height of the typeface, the values assigned to the widths of various characters, and the degree of control over character spacing and word spacing. Broader typefaces are more prone to exhibit rivers. Increased sentence spacing can also exaggerate the river effect. To test for rivers, a proof sheet can be turned upside down to examine the text. From this perspective, the eye is less likely to recognize words and the type can be viewed more readily as an overall pattern.

Page 16: Typography rules book

Quotationmarks

Definition: each of a set of punctuation marks,

single (‘ ’) or double (“ ”), used either to

mark the beginning and end of a title or

quoted passage, or to indicate that a

word or phrase is regarded as slang or

jargon or is being discussed rather than

used within the sentence.

Examples

“”‘’’´ ˝

Double quotation marks

Single quotation marks

Apostrophes

Prime marks

Note:On the web, however, you’ll commonly

see “straight quotes”. These are

straight versions, which are often used

because of defaults set in CMSs and

applications.Your computer keyboard

is defaulted to use Straight quotes

primarily are used for coding.

Page 17: Typography rules book

"Can you believe that dog

stands 7’3” tall? Its huge!"

“Can you believe that dog

stands 7´3˝ tall? It’s huge!”

Spot the differenceCan you find 4? 1 - The quotations are not hanging

over the edge. 2 - Straight quotes

have been used instead of true

quotation marks. 3 - Quotation

marks have been used instead of

prime marks after the 7 and 3.

4 - An apostrophe has been left out

in between “it’s”.

Answers

Page 18: Typography rules book

PARA

GRAP

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Paragraph headings are used for emphasis as the first line of a section of text. A heading should be differential from the rest of the text but still fit the hierarchy of the main body of text. If used properly then capitals in a header

can add emphasis to a statement. You should use the existing hierarchy of the text and alter the font size and weight. . Headings should also be consistent the whole way through, this adds to the style of the typography.

hea DIN

G S

Page 19: Typography rules book

CAPITAL LETTERS for Emphasis

Capitalized text is one of the most common and least effective methods

for adding typographical emphasis. We recognize words in two ways,

by parsing letter groups and by recognizing word shapes. Words

or headlines set in all capital letters form rectangles with no distinctive

shape. To read a block of text set in all capital letters we must parse the letter

groups, which is uncomfortable and significantly slows reading. Visual Style

Capital letters are often used on covers of magazines, in logos and artsy-

typography, usually to emphasise the visual style of the letters them selves,

rather than the word. This usually evolves into Over-use of Caps, which

is a common mistake. It looks clumsy, lacks finesse and intelligent. To solve

this problem, the use of U/Lc in medium or bold and closely spaced

text looks infinitely better. Within a set of text, Capital letters can be

considered a third form of emphasis, among Italics and Bold. They are used

to denote a louder, almost shouting pronunciation. Tabloid newspapers

are an example of third form emphasis using Capital Letters. Again overuse

of this can make the piece appear unprofessional.

Page 20: Typography rules book

the only thing worsethan being blind

is having sightand no vision

Its important to remember that when reversing type out of colour, the colour of the text should not be too similar to the background colour, as it may be difficult to read. Its also worth remembering that even if your type is white, if it is too small or thin, the ink from the background may run into the text when it goes to print.

Page 21: Typography rules book

When setting text in colour against a white background it is important to remember that if the colour is too pale, it may be difficult to read, especially from a distance. It’s best to go for darker or brighter colours that will stand out, especially when the text is small.

the only thing worsethan being blind

is having sightand no vision

being blindis having

no vision

Page 22: Typography rules book

CombiningTypefacesA single font lacks the diversity needed to create an effective hierarchy and the visual interest to keep the viewers attention for a prolonged amount of time.To help with this there are typographic systems that have been developed to help combine typefaces in an effective and aesthetically pleasing way.

A common modernist adage is “less is more” which is something that is true when combining typefaces as well.Using more than three fonts on a page more often than not results in an undesirably chaotic look similarly using too many fonts from similar families or styles will also create discord for your viewer. For example slab serifs tend to want to be upfront so more than one on a page will have them fighting with each other for the viewers attention, inversely too many neutral san serif fonts will look messy and lack hierarchy.

Page 23: Typography rules book

AAaaAa

Page 24: Typography rules book

Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’ height

and at least10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight

font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’ height and at

least 10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’

height and at least10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’

height and at least10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight font

from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’ height and at least

10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader.

Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for

those with a decent ‘x’ height and at least10pt or above for old style and transitional faces. Insert some reasonable leading

to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly

bigger ie, at least 9 point for those with a decent ‘x’ height and at least 10pt or above for old style and transitio-

nal faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’ height and at least 10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’ height and at least 10pt or above for old style and transitional faces. Insert some reasona-ble leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’ height and at least 10pt or above for old style and transitional faces. Insert some reasona-

ble leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’ height and at least10pt or above for old style and transitional faces. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those

with a decent ‘x’ height and at least10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader.

Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a

decent ‘x’ height and at least 10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least

9 point for those with a decent ‘x’ height and at least10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a

decent ‘x’ height and at least10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader.

Use a medium weight font from the chosen type family.Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’

height and at least 10pt or above for old style and transitional faces.Insert some reasonable leading to the lines to aid the reader.

Reversing out Text

Page 25: Typography rules book

Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’ height

and at least10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight

font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’ height and at

least 10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’

height and at least10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’

height and at least10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight font

from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’ height and at least

10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader.

Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for

those with a decent ‘x’ height and at least10pt or above for old style and transitional faces. Insert some reasonable leading

to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly

bigger ie, at least 9 point for those with a decent ‘x’ height and at least 10pt or above for old style and transitio-

nal faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’ height and at least 10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’ height and at least 10pt or above for old style and transitional faces. Insert some reasona-ble leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’ height and at least 10pt or above for old style and transitional faces. Insert some reasona-

ble leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’ height and at least10pt or above for old style and transitional faces. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those

with a decent ‘x’ height and at least10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader.

Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a

decent ‘x’ height and at least 10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least

9 point for those with a decent ‘x’ height and at least10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader. Use a medium weight font from the chosen type family. Keep the point size slightly bigger ie, at least 9 point for those with a

decent ‘x’ height and at least10pt or above for old style and transitional faces. Insert some reasonable leading to the lines to aid the reader.

Use a medium weight font from the chosen type family.Keep the point size slightly bigger ie, at least 9 point for those with a decent ‘x’

height and at least 10pt or above for old style and transitional faces.Insert some reasonable leading to the lines to aid the reader.

Reversing out Text

Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text,best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours. Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours.

Use only for short pieces of text, best to stick to strong solid backgrounds rather than pale of colours.

eversing Headline from Colour R

Page 26: Typography rules book

Vertically stacked letters are often found in street signage. However, the original Roman characters were not designed to sit on top of another, but side by side. This can therefore be defined as a typographic crime, especially when lowercase letterforms are used, as the differences among ascenders and descenders result to uneven spacing. A striking example is the letter ‘I’ or the abnormal width of characters aligned vertically.

To make vertical stacking work, letterforms should be capitalized or centered as a column. This is a common phenomenon in many of Asian script systems, such as Chinese, where text is traditionally arranged in that way. Frankly, the fact that the characters have a square shape makes it a lot easier. In conclusion, the best way to handle Latin text is to rotate from horizontal to vertical, thus maintaining the natural affinity of type.

Vertical Letters

Page 27: Typography rules book

exploreexploreexploreexploreexplore

Exploring fonts is a process every designer needs to go through while creating a piece of design. In order to choose appropriate type, it is necessary to define the message you are trying to communicate. There are no fixed rules behind this, however it is suggested that the designer works with two (maximum three) typefaces, all of which depict the right context.

Every font is different, some have hardly any noticeable differences and others diverge a lot. Type selection should not be driven merely by personal taste, but instead by the information to be presented. In other words, you cannot fit form into an idea, but instead it should express itself from the beginning. The practice of graphic design and typography are complicated activities, which can benefit from project logic and careful planning of elements such as tone of voice, visual language and semiotics.

Exploring Fonts

Page 28: Typography rules book

I T I SNEVER A G O O D I D E A T O T R Y A N D J U S T I F Y G R O U P S O F T E X T L I K E T H I S

Page 29: Typography rules book

a N IN G

Always read the copy suppliedthoroughly so you can extract the

maximum meaning to communicatebetween client and consumer.

EM

Page 30: Typography rules book

Gemma Brett Samuel Brown Andrew Browne Danielle Cain Charlotte Causer Rob Cheeseman William Clempson Rebecca Collins William Curtiss Louise Donovan Yudhisthir Dookhee Sebastinella Dunne Alice Farrar Nevil Fernandes Oliver Fitton Katharine Fletcher Eithne Flynn Maya Forcione Ayesha Ford-Hayles Benjamin Gilpin Kaya Godfrey-Simson Nadine Grant Nawal Gurung Nischal Gurung Holly Hand Michael Harrison Sarah Harrison Rebecca Haskins

Adam Hassen Yuxin (Ethan) Huang Kieran James Mia Jamieson Matthew Jefferies Tammana Johal Samuel Jones Luke Keen Conor Kelly Henry Kirby Alistair Koh Alexandros Kosmidis Lukasz Kurasinski Sophie Le Marchand Ty Logan Maximillian Lom-Bor James Marshall Jack McFall Akira Mimasu Lewis Morgan Jodie Morris Harry Murr Samuel Nightingale Luka Nikcevic Helen O’Connor Daniela Osorio Jeevan Panesar Ravina Patel

Katarzyna Poplawska Oliver Richings Charles Rodriguez Elizabeth Salisbury Harriet Salmon Toby Sedgewick Georgia Shorey Nick Smith Anna Smith Sophie TaylorRosaline Thomas Samuel Tillen Thomas Tyler Josh Wainwright Oliver Webb Tyrone Westlake Christiana Wilson Ryan Young

A list of contributors to the ‘Can Your Read This” book.

Assembeled and bound by Sam Brown and Ben Gilpin.

Page 31: Typography rules book
Page 32: Typography rules book

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