VIC 3001 Lecture Notes - Lecture 10: Sans-Serif, Serif, Blackletter
6 Jan 2017
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Caveat: new york times, when creating an identity kit/branding, beware the (cid:498)font du jour(cid:499) Legibility: think, design of the typeface: sans serif are generally more legible. In print: sans serif headline and serif copy. On the web: serif headline and sans serif copy. Typesetting in all caps has low legibility and looks like someone is shouting. Underlining for emphasis seems amateur and looks like a hyperlink on the web. *never use more than two typefaces in a design piece. Baseline: imaginary line that text sits on. Meanline: horizontal line that marks the top of lowercase letters. Descender: lower portion of lowercase letters that extends below the baseline. Ascender: extension in lowercase letters that rises above the meanline. Measured from the top of the ascender to the bottom of the descender. Tracking is the automatic spacing between all characters. Kerning is manual spacing between individual characters. Leading is measured from one baseline to the next.
