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https://www.ted.com/talks/davihttps://www.ted.com/talks/david_carson_on_design#t-209160d_carson_on_design#t-209160
Typography is the arrangement of type
Good typography design, not only allows for legibility, but also can give the reader greater insight into the writing or brand itself.
Popular serif fonts are Times New Roman, Palatino, Georgia, Courier, Bookman and Garamond. Nearly all books, newspapers, and magazines use a serif font. It's popularly accepted that – in print – serif fonts are easier to read.
Sans Serif
Use sans serif fonts (Helvetica, Arial) because the near-uniform width of the strokes keeps the font readable when reduced in resolution or reduced in font size. Sans serif fonts are more legible from farther away, which is why they are good for posters and slides, particularly the titles and headers.
Script
Script typefaces are based upon the varied and often fluid stroke created by handwriting. They are generally used for display or trade printing, rather than for extended body text in the Latin alphabet
Handwritten
Classifications
Serif Type Styles
Sans Serif Type Styles
Script Type Styles
Grotesque -uneven stroke weight, mostly double-story lowercase a’s and g’s, and a large x-height. Examples are Monotype Grotesque, Franklin Gothic and Akzidenz Grotesk.
Vocab
Baseline - the line the type sits on
Cap Height - this marks the top of the capital letter
Ascender Height - This line shows where the top of letters such as k and h touch. Strangely, in a lot of cases, this line is slightly higher than the capital line. It took me a while to get this into my head because, intuitively, you would think that capital letters would be the tallest characters.
X-height - This shows the height of lowercase letters (excluding ascenders and descenders). It is typically measured using the height of the letter x.
Descender height - Descenders are the parts of characters that go below the baseline (such as the letters p and y). This line shows where the bottoms of the decenders are.
Leading
Leading describes the amount of space between lines of text. You can measure leading by obtaining the distance between two baselines. Leading is called line-height in CSS.
Tracking
Tracking (or letter-spacing) is the space between groups of characters. This is called the letter-spacing property in CSS.Tracking
Kerning
Kerning describes the amount of space between two characters.
Tips
Use Hierarchy
Select typefaces that support the idea or theme
Use your own judgement
Don’t stretch type
Don’t use too many fonts on a page
PAy attention to what is around you, learn the names of type and their uses
Proofread your work!
Karen Kavet
Paula Scher
https://vimeo.com/210061645