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Know Your Type!

O objective Strategy | Creative | Digital Know your type! In very basic terms, a font is the design of letters and the details of its particular style. A typeface is a group of fonts based on one style, this group may contain variations of the typeface, such as bold, italic, extended and more. Here we take a look at some font basics so you know exactly what type of type your type is! Classifications Most typefaces can be classified into one of four basic groups: those with serifs, those without serifs, scripts and decorative styles. Aa Aa Serif Sans-serif A serif is a small line or stroke regularly attached to the end of a larger stroke in a letter. Serif fonts work particularly well for print as the serifs emphasize lettering to make it more legible. Fonts without serifs tend to have a more simple and clean appearance. They are particularly suited to titles and large scale headings where they jump out and draw attention. Aa Aa Script Decorative These typefaces are derived from 17th century formal writing styles. Many characters have strokes that join them to other letters. They're not very good for body copy, but can add an ornate flourish to headings. This is a very diverse and wide-ranging category. They are often used when a typographic statement is required or to reflect emotions or aspects of culture. They work best in headers and subheaders. What is leading, tracking and kerning? Once you have chosen a suitable font, you can begin to adjust the leading, kerning and tracking, which affect the line spacing, letter spacing, and text to make it readable. Leading Tracking and Kerning Leading determines how lines of text are spaced vertically. Multiple lines of text must have appropriate spacing to make them sufficiently legible. Tracking involves adjusting the spacing of letters throughout an entire word. Kerning is similar but is only concerned with the spacing between two individual letters. Aa Legibility Choice of font, the size of your copy and how you use leading, tracking and kerning all have an affect on how legible your text is. Also pay attention to the weight of your font (how bold it is) and its colour in relation to the background. Black on white or white on black creates the most contrast, which is best for readability. As one of the UK's fastest growing B2B and Public Sector marketing agencies, Objective Creative's award winning teams successfully deliver strategic marketing, creative design and digital projects on behalf of B2B and public sector clients. Objective's marketing strategists are creatively minded, and their creatives implement strategies every day. The result is a truly integrated, results focused agency. www.objectivecreative.com O objective www.objectivecreative.com O objective Strategy | Creative | Digital Know your type! In very basic terms, a font is the design of letters and the details of its particular style. A typeface is a group of fonts based on one style, this group may contain variations of the typeface, such as bold, italic, extended and more. Here we take a look at some font basics so you know exactly what type of type your type is! Classifications Most typefaces can be classified into one of four basic groups: those with serifs, those without serifs, scripts and decorative styles. Aa Aa Serif Sans-serif A serif is a small line or stroke regularly attached to the end of a larger stroke in a letter. Serif fonts work particularly well for print as the serifs emphasize lettering to make it more legible. Fonts without serifs tend to have a more simple and clean appearance. They are particularly suited to titles and large scale headings where they jump out and draw attention. Aa Aa Script Decorative These typefaces are derived from 17th century formal writing styles. Many characters have strokes that join them to other letters. They're not very good for body copy, but can add an ornate flourish to headings. This is a very diverse and wide-ranging category. They are often used when a typographic statement is required or to reflect emotions or aspects of culture. They work best in headers and subheaders. What is leading, tracking and kerning? Once you have chosen a suitable font, you can begin to adjust the leading, kerning and tracking, which affect the line spacing, letter spacing, and text to make it readable. Leading Tracking and Kerning Leading determines how lines of text are spaced vertically. Multiple lines of text must have appropriate spacing to make them sufficiently legible. Tracking involves adjusting the spacing of letters throughout an entire word. Kerning is similar but is only concerned with the spacing between two individual letters. Aa Legibility Choice of font, the size of your copy and how you use leading, tracking and kerning all have an affect on how legible your text is. Also pay attention to the weight of your font (how bold it is) and its colour in relation to the background. Black on white or white on black creates the most contrast, which is best for readability. As one of the UK's fastest growing B2B and Public Sector marketing agencies, Objective Creative's award winning teams successfully deliver strategic marketing, creative design and digital projects on behalf of B2B and public sector clients. Objective's marketing strategists are creatively minded, and their creatives implement strategies every day. The result is a truly integrated, results focused agency. www.objectivecreative.com O objective www.objectivecreative.com

Know Your Type!

shared by ObjectiveCreative on Sep 25
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In very basic terms, a font is the design of letters and the details of its particular style. A typeface is a group of fonts based on one style, this group may contain variations of the typeface, such...

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