Typography Basics- Vocab- Examples-1 (1).pdf
- 1. TYPOGRAPHY Noun The style and appearance of printed matter. The art of designing and/or selecting of typefaces and the way in which the type is laid out on a page to best achieve the desired visual effect.
- 2. Letterpress printing was the normal form of printing text from its invention by Johannes Gutenberg in the mid- 15th century until the 19th century. It remained in wide use for books and other uses until the second half of the 20th century.
- 4. Typefaces vs. Fonts A typeface, also known as a font family, is a set of fonts. A typeface contains all of the different variations of a given font such as bold, light, italic, condensed, etc. A font is a specific variation of the font family, such as Helvetica Light.
- 5. Serif vs. Sans-Serif Serifs are extensions at the ends of letter strokes. Sans-serif fonts do not have serifs.
- 7. Slab Serif A typeface with thick block like Serifs Rockwell
- 8. Script Fluid typefaces based on handwriting or calligraphy. The letters often connect.
- 11. Leading Used to describe the vertical spacing between lines. Increasing leading is often used to help improve legibility.
- 12. Tracking Used to describe the spacing between letters Increasing tracking is often used to help improve legibility. Tracking Tracking Tracking
- 14. Kerning Used to describe the spacing between letter pairs Increasing tracking is often used for aesthetic reasons Professional typefaces contain automatic kerning for a range of character pairs.
- 17. C O L O U R
- 20. T H E T Y P O G R A P H Y S H O U L D R E F L R C T Y O U R B R A N D I D E N T I T Y / T H E M E / M E S S A G E – WHAT DO YOU WANT TO COMMUNICATE WITH THE VIE WER?
- 21. INTEGRATE TE X T WITH IMAGRY