This document discusses different typographic techniques for adding dynamism and emphasis to text, including using size, style, typeface, color, and spacing. It recommends using bigger text to catch attention, smaller text for longer reading, font styles for emphasis, limiting to 2-3 typefaces, combining serif and sans-serif, using hue, saturation and brightness of color effectively, and using space to suggest borders and hierarchies. It also notes that all uppercase letters are strong but lose detail, so they should only be used for headings, titles and acronyms.

1. typographic
contrast
Adding dynamism to text

2. contrast
• defines hierarchies
• gives emphasis
• adds semantics
• heightens interest

3. SIZE
• Big text
catches
attention
• Small text is
for longer
reading

4. style
• Use font styles
for emphasis

5. typeface
• Use moods to mix typefaces
• Limit to 2-3 typefaces max
• Serif & sans-serif combinations

10. color
• Visually
effective
• Hue,
saturation,
brightness

14. cases
• Upper-case letters are strong and
commanding
• Upper-case letters lose the ascenders
and descenders’ advantage
• Use only for acronyms, headings, and
titles

15. The quicker-than-lightning brown furry
fox jumped amazingly high over the fat
stupid weird lazy dog.
THE QUICKER-THAN-LIGHTNING
BROWN FURRY FOX JUMPED
AMAZINGLY HIGH OVER THE FAT
STUPID WEIRD LAZY DOG.

16. space
• Suggesting borders even when there
aren’t any
• Logical groups, hierarchies of elements
• Organization and neatness