1. Typography

2. The Target Audience
• Publications are created to convey a
message to the intended audience,
called the target audience.
• The target audience will determine the:
– Language used.
– Fonts used.
– Colors used.
– Graphics used.

3. Typography
• Many publications will contain a
large amount of text to deliver the
message.
• It is important to understand a few
basic guidelines for working with
text and typography.
• Typography refers to the style and
arrangement or appearance of text.

4. Typeface (Font) Categories
• Typefaces and fonts are not
actually the same thing, but for our
purposes we will consider them the
same.
• Typefaces can be divided into four
main categories.
– Serif
– Sans Serif
– Script
– Decorative or Ornamental

5. Serif Typefaces
• Have strokes at the tips of the letters
called serifs.
• Examples:
 Bodoni
 Goudy
 Courier
 Times New Roman
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• Used for body text (paragraphs) in
printed publications.
 Business correspondence  Book text
Magazine article text  Newspaper text
Recommended sizes for body text are 10 to
12 points.

6. Sans Serif Typefaces
There are no serifs at the tips of the
letters. (Sans means “without”)
• Examples:
• Arial
• Berlin Sans
 Gill Sans
 Verdana
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• Used for very large or very small
text, small amounts of text, and digital
display (viewed on a monitor/TV)
• Web pages  On-screen display
• Headings  Tables
• Captions  Headlines
• Advertisements, posters, flyers, etc.

7. Ornamental or Decorative
Typefaces
• Designed strictly to catch the eye
• Should be used sparingly.
• Can be hard to read.
• Examples
• Chiller  Broadway
• Webdings  engravers MT
• Used for decoration.
• Headlines on flyers or advertisements.
• Webdings can be used for symbols in
logos.

8. Script Typefaces
• Appear to have been written by hand
with a calligraphy pen or brush
– Should never be used in all caps.
• Example
• French Script
• Uses
• Formal Invitations
• Place cards
• Poetry
• Announcements

9. Font Style
• The font style refers to the slant, weight
and special effects applied to the text.
• Examples:
– Bold
– Italic
– Reversed
– Underline
– Shadow
– Outline
– SMALL CAPS

10. Font Families
• A font family is the different sizes,
weights and variations of a typeface.
• Examples: Arial
Arial Black
Arial Narrow
Arial Rounded MT Bold