defining type
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Defining Type. Desktop Publishing. What type shall I use?. The gods refuse to answer. They refuse because they do not know. -W.A. Dwiggins. Dynamic Relationships. In Life, when there is more than one of anything, a dynamic relationship is established - PowerPoint PPT PresentationTRANSCRIPT
Defining Type
Desktop Publishing
What type shall I use?
The gods refuse to answer.
They refuse because they do not know.
-W.A. Dwiggins
Dynamic Relationships
In Life, when there is more than one of anything, a dynamic relationship is established
In Type, there is usually more than one element on a page, thus a relationship is established
What type of relationship will you define
Three Dynamic Relationships
Concordant Same type family, not much variety, dull
Contrasting Different type families, variety, exciting
Conflicting Similar type families, neither the same or
different, distracting First, let’s define the elements in the
relationship
Type Divisions
Type Faces Complete set of characters of a given font
Type Families Collection of related type faces
Type Races Broad categories of fonts defined by
Type Race Categories
OldstyleModernSlab Serif
(Egyptian/Typewriter)
San Serif
ScriptDecorative
(Special)Pi -
Type Race – Oldstyle
Type Race – Oldstyle
Great for body text when you’re looking for: Nostalgic, Eloquent, Traditional, Sincere,
Informal, Simple, Trustworthy
Type faces/families include:
Type Race – Modern
Type Race – Modern
Use in body text when you’re looking for: Brilliant, Formal, Modern, Elegant, Technical
Type faces/families include:
Type Race – Slab Serif
Type Race – Slab Serif
Use for body text when you’re looking for: Elegant and refined
Type faces/families include:
Type Race – Sans Serif
Type Race – Sans Serif
Often not good for body text (optima is exception) Usually used in display text
Type faces/families include:
Type Race – Script
Type Race – Script
Used only as display text Use sparingly and never all caps
Type faces/families include:
Type Race – Decorative
Type Race – Decorative
Used mainly as display text Fun, distinctive, expresses whims Don’t try to find ways to use these – that’s
not your job – only use when necessary
Type Race – Pi
Type Race – Pi
No alphabetic characters Often called ornaments Type faces/families include:
Wingdings, Zapf Dingbats, Woodtype Ornaments
Quick Test – Name that Font
Font Families
Each family consists of variations Type Styles – weight and stroke variations
Bold and Italics or Oblique (san serif) ShadowShadow, outline, and underlinesSMALL CAPS
Type Weight – letter width and stroke thicknessSuper-bold or BlackLightCondensed
Choosing Body Text
What you shouldn’t use Bitmapped fonts San Serif Pi Decorative
What you should use Old style Modern Slab serif (transitional) Resident fonts
Times, Bookman, Schoolbook, Palatino
Choosing Display Text
Strive for contrast instead of conflict When you combine your display text with
your body text, how will you establish this? Vary your:
Size, Weight, Structure, Direction
Display Contrast – Size
Try varying the size of the fonts Don’t be afraid to use 100-point to make a point If the text is important make it big Don’t be a wimp – don’t contrast 24-point with 30-
point
Display Contrast – Weight
Try different weights of a font to add emphasis instead of using ALL CAPS
Use varying type weights to organize your information in a list – with the more important information bolder
Highlight key phrases with bolder type instead of underlining
Display Contrast – Weight
Display Contrast – Structure
Never put two type faces from the same race on the same page
But you can mix the races
Display Contrast – Structure
Do mix, but make sure there is the needed contrast – the difference must be emphasized
Display Contrast – Structure
You can use two serif fonts together! Make sure each face uses a different race Can you identify the two races here?
Display Contrast – Direction
More than just slanting it Use slanted text sparingly -
often overused Create columns or
place your headings sideways
Display Contrast – Direction
Quick TestContrast or Conflict
Quick TestContrast or Conflict
Quick TestContrast or Conflict
Quick TestContrast or Conflict
Quick TestContrast or Conflict
Credits
The Non-Designer’s Design Book by Robin Williams
Looking Good in Print by Roger C. Parker Design for DTPs by Tom Lichty