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  • Typography.

  • It's everywhere we look.

  • In the books we read, on the websites we visit

  • even in everyday life, on street signs, bumper stickers, and product packaging.

  • Simply put, typography is the style or appearance of text.

  • It can also refer to the art of working with textsomething you probably do all the time

  • if you create documents or other projects for work, school, or yourself.

  • Typography can be an intimidating subject, but it doesn't have to be.

  • You only need to know a little to make a big difference in the stuff you do every day.

  • So let's get started.

  • First: Some common types of fonts, and what you need to know about them.

  • Serif fonts have little strokes called serifs attached to the main part of the letter.

  • Because of their classic look, they're a good choice for more traditional projects.

  • They're also common in print publications, like magazines and newspapers.

  • Sans serif fonts don't have that extra strokehence the name, which is French for "without serif."

  • This style is considered more clean and modern than serif fonts.

  • Also, it tends to be easier to read on computer screens, including smartphones and tablets.

  • Display fonts come in many different styles, like script, blackletter, all-caps, and just

  • plain fancy.

  • Because of their decorative nature, display fonts are best for small amounts of text;

  • for example, titles and headers, and more graphic-heavy designs.

  • In a way, fonts have their own language.

  • They all have something to say, beyond the words on the page.

  • They can come across as casual or neutral; exotic or... graphic.

  • That's why it's important to think about your message, and pick a font that fits.

  • Some fonts come with an extra baggage, like Comic Sans, Curlz, Papyrus, and many more.

  • There's nothing particularly wrong with these fonts

  • they just have a certain reputation for being outdated and overused.

  • If you find yourself tempted by them, think twice and consider using something else.

  • There are many fonts with a similar look and feel that are less likely to detract from your message.

  • When deciding which fonts to use, less is more.

  • It's best to limit yourself to one or two per project.

  • If you need more contrast, try repeating one of your fonts in a different size, weight, or style.

  • This trick is practically foolproof for creating interesting combinations that work.

  • You've probably heard the saying "opposites attract."

  • Well, the same is true for fonts.

  • Don't be afraid to combine font styles that are different but complementary,

  • like sans serif with serif... short with tall... or decorative with simple.

  • This can be challenging at first, but don't despair.

  • Look to other designs for inspiration, and soon you'll get the hang of it.

  • Maybe you've heard terms like kerning, leading, tracking, and hierarchy.

  • For those with more experience, these concepts are essential for creating professional-looking designs.

  • As a beginner, you don't need to know everything about these terms

  • just enough to inform your work and help you talk about design with more confidence.

  • Hierarchy is used to guide the reader's eye to whatever is most important.

  • In other words, it shows them where to begin and where to go next, using different levels of emphasis.

  • Establishing hierarchy is simple: just decide which elements you want the reader to notice first,

  • then make them stand out.

  • High-level items are usually larger, bolder, or different in some way.

  • Remember to keep it simple and stick to just a few complementary styles.

  • Leading is the space between lines of text, also known as line spacing.

  • If you're not sure how much line spacing to use, don't fretthe default is usually fine.

  • The goal is to make your text as comfortable to read as possible.

  • Too much or too little spacing can make it unpleasant for the reader.

  • Tracking is the overall space between characters, sometimes called character spacing.

  • Most programs let you condense or expand this depending on your needs.

  • In some designs, you might adjust your tracking to create a certain artistic effect.

  • It can also help you fix fonts that are poorly spaced to begin with.

  • Kerning is the space between specific characters.

  • Unlike tracking, it varies over the course of the word, because each letter fits together differently.

  • Some fonts have what we call "bad kerning," making certain letters look improperly spaced.

  • If a font you're using has bad kerning, it's best to cut your losses and choose something else.

  • Well-crafted text can mean the difference between an ordinary project...and an extraordinary project

  • even if you're just getting started with design.

  • All it takes is an interest in typography, and you'll start to notice more, see more,

  • and be able to do more in your own work.

  • We hope you enjoyed learning the basics of typography.

  • Don't forget to check out the rest of our design topics, including color, images, and composition.

Typography.

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B1 US serif typography spacing tracking sans font

Beginning Graphic Design: Typography

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    田語謙 posted on 2018/02/07
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