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Typography Basics and Type Styles

Typography conveys mood and communicates attitude through various elements like x-height, cap height, ascenders, descenders, bowls, and serifs. Different typefaces have conventional or contemporary styles that can be dignified or friendly depending on their letterforms and proportions. Type styles like bold are used for emphasis while drop shadows and underlines are best avoided. Kerning and tracking adjust spacing between letters and in blocks of text. Leading controls vertical spacing between lines while special effects reverse, screen, rotate, fill, or set type.

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Ritesh Kumar
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153 views15 pages

Typography Basics and Type Styles

Typography conveys mood and communicates attitude through various elements like x-height, cap height, ascenders, descenders, bowls, and serifs. Different typefaces have conventional or contemporary styles that can be dignified or friendly depending on their letterforms and proportions. Type styles like bold are used for emphasis while drop shadows and underlines are best avoided. Kerning and tracking adjust spacing between letters and in blocks of text. Leading controls vertical spacing between lines while special effects reverse, screen, rotate, fill, or set type.

Uploaded by

Ritesh Kumar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Typography

Conveys mood
Communicates attitude
The Letters
X-height –the height of the main body
of a lower case letter (literally, the x)
x j
Cap height –the height of uppercase
letters of a font
ABC
The Letters
Ascender – the part of lower case
letters that extends above the x-height
bdh
Descender – the part of lower case
letters that extends below the baseline
g p y
The Letters
Bowl – the rounded space within letters
such as b and Q
Serif – the short cross strokes of some
typeface
T f m
Typefaces
Conventional
Serif, small x-height, tall extenders &
descenders
Contemporary
Sans serif, high x-height, short extenders
and descenders
Typefaces
Dignified
Serif, bowls and vertical letterforms slightly
narrowed
Hattenschweiler
Friendly
Rounded bowls and letterforms
Tahoma
Type Styles
Bold
heavier stroke,
-headings, subheads

-avoid using bold type for emphasis


within blocks text. Italics work better.
Type Styles
Avoid:
Shadow text
Outline text
Underlined text
Consider:
Small caps for acronyms
Type measurement
Points –best standard of measurement
Measured in smaller increments 0.1
Used by most programs
Vocabulary of typesetting is in points
Used for line spacing and rule thickness
6 picas = 1 inch
12 points = 1 pica
72 points = 1 inch
Kerning and Tracking
Kerning – reducing or adding space
between letter pairs
Tracking -adjusting space in a string or
block of text
generally loose or tight
Line Spacing
Leading –vertical space alloted to a line
of type
Use tighter leading in headlines
Use looser leading for body text
Leading
Design programs allow you to adjust
leading for special effects, such as
logos
Special Type Effects
Reversing type
50%
off

Screening type
50%
off
Special Type Effects
and type

Rotating type

Setting
Special Type Effects
Filling type

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