Characteristics
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Shapes
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Words, descriptions
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Midterm
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Good typogrpahy helps people read your copy, while bad typography prevents them doing so.
David Ogilvy
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Terminology:
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Named after the pieces of lead used to space letters in typesetting
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Measured in points. 16-point lead with 12 point font means 4 points of leading. 12/16
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Bottom of descender to top of ascender of line bellow
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Negative Leading: the ascending and descending can basically touch
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Leading: line spacing
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Measured in points
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Important because it lines up your text
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Matters with columns or pages side by side. Lets text line up across
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Baseline: bottom of lowercase character
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Varies considerably between fonts
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Letterspacing and wordspacing
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Cuts the letter to allow letters to sit better together. You v. Y ou
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It's technically letterspacing, but is in this case kerning
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Kerning
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Doesn't look professional
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Silly or decorative fonts
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Dependent on your intent, your message, size of word
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With one word, it isn't problematic, however with multiple words, it is. Can leave too
much space between words
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As type gets smaller, you need more space between words and letters
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Back to Letterpacing
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Flush on one side, ragged on the other
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Flush Left shouldn't have hyphenated lines. The point of flush left is that it doesn't need
hyphens
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Flush Left
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Space between columns
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Allows the reader to flow from one column into the next. Too much space, the columns
seem disconnected. Too close, and the lines of each column blend together.
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Makes text hard to read, which is the most important
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Large gutters can also break up text awkwardly
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Gutters
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With interjected pictures, columns can be broken up, leaving lines with onely one word.
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This can be quelled with smaller pictures, and full justification
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If you can't make the picture smaller, rethink the layout and picture, or make picture
width of one column
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Column Widths
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Generally, it should be the same
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Having a lot of space or very little can become a design statement
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Too little in an proportioned way, space looks like a mistake
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Spacing between images, gutter and text
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Body paragraphs should be between 35 and 75 characters
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Slight increases in leading can make lines with 75 characters easier to read, but not too
much
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Line Width and Leading
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Consistent Leading
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Lecture Three
Tuesday, September 28, 2010
12:56 PM
Lecture 3 Page 1
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