- The letter - design of the individual characters/ glyphs and anatomy
- the word- how these glyphs fit together
- The line- The combination and arrangements of words in a body or statement
Typography is not an art form its not exact science it's more of a craft
Hierarchy
In every communication some messages will be more vital than others, consider type size, style, weight ...
Alignment
In typography 'rag' refers to the irregular or uneven vertical margin of a block of type, often on the right edge
Justified text can look clean and classic
Paragraphs
A consistent paragraph style will help cement the look and feel of your text
Letter spacing- leading:
leading refers to the distance between the baselines and successive lines of type. The term originates from hand typesetting in which strips of lead were used to increase vertical distance between lines. Text with bad leading appears cramped with ascenders and descenders almost touching.
Tracking:
refers to the amount of space between a group of letters to affect density in a line or block of copt readability decreases when negative tracking is applied.
Wide tracking opens up the type, giving it a more airy feel. Don't go over 40..
Kerning and Pairs
Kerning is the process of adjusting the spacing between individual characters / letter forms in a proportional font to achieve a visually pleasing resuit.
Hidden Characters
Invisible characters show how type ifs formed and indicates structure
Space
Tab/Indent
End of Story
Paragraph return
soft line break
Line Length
Efficient reading depends on a comfortable line length this is between 40 and 75 characters, or 7-12 words. An overly short line length means you end up with an ugly rag of text.
Widows and Orphans
lines or words left hanging or separates from a complete work of text. This includes single (or 2 short) words left at the end of the paragraph, line that appears alone at the top of the next column.
Use tracking and line spacing to remove any widows or orphans.
Dashes and Spaces
Never use a hyphen (-) in place of an en dash (-) or an em dash.
Hyphen(-)
check-in
free-for-all
en dash with thin space (use Alt & hyphen on your keyboard) –
London – Glasgow
October – December
Needs space in between en dash to avoid it looking like a sudo word
Used to indicate range, distance or time
em dash with thin space (use shift alt & hyphen) —
She's totally-
She's rude!
(when someones interrupted)
It can also be used in a pause: The all-renewable energy sector is 30 years away - and always will be
Can take the place of commas parenthesis, or colons in each case to slightly different effect.
Grids
consistent by some, the most important and yet most invisible part of design and typography
This is a fundamental part of the classic Swiss style and modernist typography
The raster system represents a grid 8-32 grid fields, which can be adaptable according to design. Type is often set to grids to keep them organised in the design process.
Rivers
In typography rivers, or rivers of white are gaps in typesetting, which appear to run through a paragraph of type, due to a coincidental alignment of spaces. The rivers and more noticeable with wide spacing.
Baseline Grid
This is a technique used in modernist typesetting, Essentially it aligns all your text to a vertical grid where the bottom of each letter is positioned onto the grid.
To hyphenate or not to hy-
phanate
To to avoid is as it's ugly, however if the rag is irregular you may well have to.
Study Task
set some perameters, grids, line, length, paragraph style, spacing, hierachy, alignment, rag etc.
Look at:
Blast Magazine- prewar 20th century Modernism
Anthony Burrill- letterpress
Experimental Jetset- Modernism
David Carson- Raygun magazine <3
The Life and Opinions of Tristram Shandy
A Practice for every day life
Study Task

We were given this text and asked to rearrange the composition in keeping with the context.


These two I made to mimic a positive and negative of a gravestone as he makes reference to his parent's gravestones as his only point of reference when talking about his parents.

This one was supposed to representative of the curls of hair talked about.

These last three are meant to be representative of the sunset. I quite like how the words spill off the page, although it favours style over function the aesthetic mimics the sun setting physically through the font size diminishing as well.

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