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Lecture2_Typography-StoryDesign-Moodle

Lecture2_Typography-StoryDesign-Moodle -...

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1 What’s the worst thing to lose as we get older? Our hair? Our teeth? Our curiosity? message audience medium form follows function Typography the style, arrangement, or appearance of typeset matter Font – a complete set of characters comprising one specific size, style and weight of typeface ex. Arial, Times New Roman , Bauhaus ** Fonts have personality. Accurate font selection is key to the success of any visual communication piece.
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2 Serif Type – tiny strokes, or serifs, at the tip of each letter (Times family) Sans Serif Type without serifs (Arial) 12 points 24 points 36 points • 48 points 12 points 24 points 36 points • 48 points Point Size – type is measured by point size (there are 72 points in one inch) •60 points •72 points •60 points •72 points Leading (pronounced ledding) – the vertical space between baselines (measured in points) An example of normal leading between lines Tracking – the horizontal space between letters Tracking T r a c k i n g
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