Type in Design
Design
four things that optimize the experience of a reader
Artboards, grids, boxes, rule of thirds, gestalt...
2. Color
Warm, cool, scheme, primary, accent, hue, saturation...
3. Image
Photo, illustration, patterns, textures, icons, symbols...
4. Type
Serif, sans serif, bold, italics, all-caps...
It does this in two ways
Rhythm
adds a sense of order to the content,
making it easier to absorb
Before
After
Contrast
adds the element of surprise to the content,
keeping the reader entertained
Before
After
Each of the four design components accomplishes these in unique ways.
How does type do it?
Typographic Rhythm
Margins, columns and gutters
The spaces between edges
Measure
The number of letters per line
Alignment
Left, right, justified...
Baseline Grid
Invisible rhythm
Spacing
Leading, tracking, kerning
Tracking
Space between letters
Kerning
Overlapping the boxes
Classification
Serif, Sans-serif, ...
Serif
Sans Serif
Slab Serif
Script
Monospacei
Handwritten
Typeface anatomy
Cap height, x-height, baseline
descender
ascender
Two-story a
Serif
Ligatures
Lower case f is a bad fit
fling, fix, difficult, effect Z
fling, fix, difficult, effect
fling, fix, diiffcult, effect Z
Typographic Contrast
Weight and style
Bold, light, italic...just not oblique
Weight and style
Scale
Think about the voice saying the words
Another
Day
Another
Dollar
Capitalization
lower case
Sentence case
Capitalize Case
UPPERCASE
establish rhythm, �adjust contrast.