TypographyThe Key Element in Desktop Publishing

Design

A

FONTDefinition:A font is a complete set of

characters in a specific face, style, size, and spacing.

EXAMPLE: Arial Typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890.,:;’‘!?$&

Each set includes upper- and lowercase letters,numerals, and punctuation.

FACEDefinition: Face is the design of the

character.

Each design has a name and is intended to convey a specific feeling. There are three basic types of faces:

Serif: has lines or curves extending from the ends of the letters. Example

Sans Serif: without lines or curves extending from the ends of the letters. Example

Script: displayed like cursive handwriting.Example

StyleDefinition: Font style refers to the

slant and the weight of the letters.

Examples of type styles are:regular, italic, bold, and bold italic.

Times New Roman RegularTimes New Roman Italic

Times New Roman BoldTimes New Roman Bold Italic

SIZEDefinition: Font size generally refers

to the height of the font, usually measured in points.

There are 72 points per inch.

This is 10 point type.

This is 12 point type.

This is 18 point type.

This is 24 point type.

This is 36 point type.

This is 48 point type.

SPACINGDefinition: Spacing refers to the

amount of horizontal space each character gets on the line within a specific font face.

Fonts are categorized as:Monospaced: each character gets the same

amount of horizontal space on the line.Proportional: each character gets a different

amount of horizontal space on the line depending on its specific width.

Example:Monospaced Proportional

Typography rules and tips

Typography tips:The following tips should be used to

achieve effective communication.• Style sets the tone and look of your

publication.• Type needs to convey a feeling

appropriate to the content and can be used to inform, entertain and create feelings and moods.

• The designers job is to ensure that the document’s message jumps off the page and into the reader’s mind.

Match the job:Select a typeface that matches the document

content.

To choose an appropriate typeface, generate adjectives that describe the mood or feeling that you want achieved. (Ex: masculine, strong, elegant, romantic, friendly, dramatic, etc.) Then choose a typeface with a personality that matches the adjectives. Remember that the typeface must be compatible with the content of the words and the document message.

Example:BULLDOZER (appropriate)Bulldozer (inappropriate)

Legibility/readability:Readers want information that is easy to read, understand

and use.• Choose legible typefaces appropriate for the subject

matter• Ensure readability by making sure the type:

– is big enough to read– is set at a line length that is not too long or too short– provides a contrast to the background

• Use no more than two type faces per document!!!!!• Styles highlight important words as well as help clarify

and add contrast and interest.• Horizontal serifs help lead the eye along the lines of

type, making it easier to read.• Serif typefaces are formal so they are typically used for

long passages of text.• Sans Serif typefaces are informal and are often used for

shorter text and headlines.• Use text appearance changes to make visual

transitions.• When using text appearance changes don’t set long

blocks of text in italics bold or all caps.

Remember:Type is the key element in Desktop Publishing Design.

Your message will be received and understood if these Type tips are used in your desktop publishing

documents.