Font Perfect: Guide to Professional Typography Usage

Font Perfect:

Guide to Professional

Typography Usage



The correct use of fonts is one important factor to take into account when you want to deliver information in an appealing way. When choosing a font you have to consider, who your audience is, what your message is, what medium you're using and the emotional reactions and they psychological perceptions it conjures.



Basic Typefaces



A

Serif Fonts



A

Sans Serif Fonts



A

Script Fonts



A

Decorative Fonts



Ab Serif Fonts



Letters with short lines at the top and bottom.



Formal, classy, quaint, engaging, and traditional.



Used in elegant or classic designs.



Most suited for print purposes.



PRINT



Arno Bodoni Caslon Century Garamond Georgia

Palatino Linotype PERPETUA TRAJAN Times New Roman



Ab Sans Serif Fonts



Without the serifs



Informal, playful, youthful, and accessible.



Most suited for digital purposes.



Creates clean body copy and headlines.



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Arial Calibri Century Gothic Corbel Franklin Gothic

Futura Gill Sans Gotham Helvetica Verdana



Ab Script Fonts



Looks like handwriting.



Casual, charming, relaxed, and inviting.



Not recommended for body copy.



Good for digital printing.



Used in wedding invitations, greeting cards, and other personal correspondence.



Wedding Invitations & Greeting Cards



Palace Script MT Vivaldi Freestyle Script

Buckham Script Pro Vladimir Brush Script Std

Monotype Rage Script MT Segoe Print



Ab Decorative Fonts



Fonts that don't belong to the aforementioned types.



Custom made and visually/aesthetically driven.



Suited for headlines but not body copy.



Informal, Customized & Original.



Customized & Original



Algerian Banda Bauhaus Broadway Comic Sans Ms

Hobo Std Jokerman Playbill Ravie Stencil



Enriching Typography



Line Spacing:



Should allow easy reading.



Standard spacing for large blocks of text

30-60% of the font size (12 px font size = 4-6 px spacing)



Text



Line Length:



Should improve text readability.



Shorter lines are more reader-friendly.



Too short can be distracting to readers.



# of characters



0 Recommended practice: 45 to 65 characters/line (7-10 words)



White Space



The metaphorical road that allows readers to navigate the map of the design.



De-clutters the design.



Vertical Rhythm



People read from top to bottom



Content should allow vertical fluidity.



Readers should feel a rhythmic flow from the headline all the way to the page's footer.



Vertical Hierarchy



Achieves a scanner-friendly design.



Vertical emphasis is created, with top to bottom contents offering page outline/overview.



Principle derived from vertical rhythm. Font Perfect: ch ae Guide to Professional Typography Usage The correct use of fonts is one important factor to take into account when you want to deliver information in an appealing way. When choosing a font you have to consider, who your audience is, what your message is, what medium you're using and the emotional reactions and the psychological perceptions it conjures. Basic Typefaces Serif Script Fonts Serif Sans Serif Decorative Fonts Fonts Fonts Ab Serif Fonts • Letters with short lines at the top and bottom. • Formal, classy, quaint, engaging, and traditional. PRINT • Used in elegant or classic designs. • Most suited for print purposes. Arno Bodoni Caslon Century Garamond Georgia Palatino Linotype PERPETUA TRAJAN Times New Roman Ab Sans Serif Fonts • Without the serifs • Informal, playful, youthful, and accessible. • Most suited for digital purposes www • Creates clean body copy and headlines. Digital Arial Calibri Century Gothic Corbel Franklin Gothic Futura Gill Sans Gotham Helvetica Verdana M Script Fonts • Looks like handwriting. • Casual, charming, relaxed, and inviting. Wedding Invitations Greding Cards • Not recommended for body copy. • Good for digital printing. • Used in wedding invitations, greeting cards, and other personal correspondence. Palace Script MT Biékham.Seript Pro Vivaldi Freestyle Soript Brush Script Std Vladimir Monotype Rage Script MT Segoe Print Ab Decorative Fonts • Fonts that don't belong to the aforementioned types. • Custom made and visually/aesthetically driven. Customized & • Suited for headlines but not body copy. • Informal, Customized & Original. Original ALGERIAN Banda Bauhaus Broadway Comic Sans Ms Hobo Std Jokerman Playbill Ravie STENCIL Enriching Typographygns! Line Spacing: • Should allow easy reading. 30-60% Standard spacing for large blocks of text Text of the font size (12 px font size = 4-6 px spacing) Line Length: • Should improve text readability. • Shorter lines are • Too short can be distracting to readers. more reader-friendly. # of characters IIII-----III---|| Recommended practice: k-45 to 65 characters/line (7-10 words) White Space • The metaphorical road that allows readers to navigate the map of the design. • De-clutters the design. Vertical Rhythm Vertical Hierarchy • People read from top to bottom • Achieves a scanner-friendly design. • Content should allow vertical fluidity. • Vertical emphasis is created, with top to bottom contents offering page • Readers should feel a rhythmic flow from the headline all the way to the page's footer. outline/overview. • Principle derived from vertical rhythm Sources: http://blog.templatemonster.com/2012/05/16/font-psychology/ http://owl.english.purdue.edu/owl/resource/691/02/ http://www.eyemagazine.com/feature/article/the-meanings-of-type http://www.fastcompany.com/1342843/six-fonts-piss-people http://blog.psprint.com/featured-post/fun-font-history-facts/ www www.cardprinting.us twitter @cardprintus Courtesy of: www.youtube.com/user/CardPrintingUS/feed CardPrinting.us facebook. Www.facebook.com/cardprinting.us Google+ www.plus.google.com/108319921384483704529/about You Tu Produced by www.optimaltargeting.com ppt