1What’s the worst thing to lose as we get older?Our hair? Our teeth? Our curiosity?messageaudiencemediumformfollowsfunctionTypographythe style, arrangement, orappearance of typeset matterFont– a complete set of characters comprisingone specific size, style and weight of typefaceex. Arial,Times New Roman,Bauhaus** Fonts have personality. Accurate fontselection is key to the success of any visualcommunication 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 pointsPoint 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 normalleading between lines•Tracking – the horizontal space between lettersTrackingT r a c k i n g