MC 2015 Chapter : MC 2015 9
Document Summary
Def: the style, arrangement, or appearance of typeset matter. Should accomplish 5 objectives: attract and hold the audience, be reader friendly, establish an information hierarchy, help create harmony-unify a piece, create and establish recognition (type is often the main component of corporate logos. ) Typography is used to get your point across: understand the, message, audience, medium, then tailor type to fit! We are nearly out of space (example) showing what its saying! Font: a complete set of characters comprising one specific size, style and weight of typeface ex. Accurate font selection is key to the success of any visual communication piece. Stroke: any line which makes up part of a letterform . Ascender: the lowercase character stroke which extends above the x-height. Descender: the lowercase character stroke which extends below the baseline. Counter: the negative space which is fully or partially enclosed by a letterform.
