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serif font counter ascender ear crotch beak descender Typographyspur loop “If they already call me a villain, 32 pt cochin 32 pt birch std 32 pt ayuthaya 32 pt impact what will they call me when I succeed?” 32 pt futura 32 pt american typewriter 32 pt herculanum 32 pt kefa KERNING Kerning is an adjustment of the space between two letters. The characters of the Latin alphabet emerged over time; they were never designed with mechanical or automated spacing in mind. Thus some letter combinations look awkward without special spacing considerations. SHATTER SHATTER TRACKING Adjusting the overall spacing of a group of letters is called tracking or letterspacing. Tracking - 0 Tracking - 40 Tracking - 100 Tracking - -25 Adjusting the overall spacing of a Adjusting the overall spacing Adjusting the overall Adjusting the overall spacing of a group group of letters is called tracking of a group of letters is called spacing of a group of of letters is called tracking or letterspac- or letterspacing. By expanding the tracking or letterspacing. By letters is called tracking or ing. By expanding the tracking across tracking across a word, line, or expanding the tracking across letterspacing. By expanding a word, line, or entire block of text, the entire block of text, the designer a word, line, or entire block of the tracking across a word, designer can create a more airy, open can create a more airy, open field. text, the designer can create a line, or entire block of text, field. In blocks of text, tracking is usual- In blocks of text, tracking is usually more airy, open field. In blocks the designer can create a ly applied in small increments, creating applied in small increments, creat- of text, tracking is usually more airy, open field. In a subtle effect not noticeable to the ing a subtle effect not noticeable to applied in small increments, blocks of text, tracking is casual reader. Occasionally, a single the casual reader. Occasionally, a creating a subtle effect not usually applied in small in- word or phrase is tracked for emphasis, single word or phrase is tracked for noticeable to the casual reader. crements, creating a subtle especially when CAPS or small caps are emphasis, especially when CAPS or Occasionally, a single word or effect not noticeable to the used within a line. Negative tracking, small caps are used within a line. phrase is tracked for empha- casual reader. Occasionally, rarely desirable in text sizes, can be Negative tracking, rarely desirable sis, especially when CAPS or a single word or phrase is used sparingly to help bring up a short in text sizes, can be used sparingly small caps are used within a tracked for emphasis, espe- line of text. White type on a black to help bring up a short line of text. line. Negative tracking, rarely cially when CAPS or small background is considered more legible White type on a black background desirable in text sizes, can be caps are used within a line. when it is tracked. is considered more legible when it used sparingly to help bring Negative tracking, rarely is tracked. up a short line of text. White desirable in text sizes, can type on a black background is be used sparingly to help considered more legible when it bring up a short line of is tracked. text. White type on a black background is considered ALIGNMENT Choosing to align text in justified, centered, or ragged columns is a fundamental typographic act. Each mode of alignment carries unique formal qualities, cultural associations, and aesthetic risks. Align Left Align Right Align Centered Align Justified Adjusting the overall spacing of a Adjusting the overall spacing of a Adjusting the overall spacing of a Adjusting the overall spacing of a group of letters is called tracking group of letters is called tracking group of letters is called tracking group of letters is called tracking or letterspacing. By expanding the or letterspacing. By expanding the or letterspacing. By expanding the or letterspacing. By expanding the tracking across a word, line, or tracking across a word, line, or tracking across a word, line, or tracking across a word, line, or entire entire block of text, the designer entire block of text, the designer entire block of text, the designer block of text, the designer can create can create a more airy, open field. can create a more airy, open field. can create a more airy, open field. a more airy, open field. In blocks of In blocks of text, tracking is usually In blocks of text, tracking is usually In blocks of text, tracking is usually text, tracking is usually applied in applied in small increments, creat- applied in small increments, creat- applied in small increments, creat- small increments, creating a subtle ing a subtle effect not noticeable to ing a subtle effect not noticeable to ing a subtle effect not noticeable to effect not noticeable to the casual the casual reader. Occasionally, a the casual reader. Occasionally, a the casual reader. Occasionally, a reader. Occasionally, a single word single word or phrase is tracked for single word or phrase is tracked for single word or phrase is tracked for or phrase is tracked for emphasis, es- emphasis, especially when CAPS or emphasis, especially when CAPS or emphasis, especially when CAPS or pecially when CAPS or small caps are small caps are used within a line. small caps are used within a line. small caps are used within a line. used within a line. Negative tracking, Negative tracking, rarely desirable Negative tracking, rarely desirable Negative tracking, rarely desirable rarely desirable in text sizes, can be in text sizes, can be used sparingly in text sizes, can be used sparingly in text sizes, can be used sparingly used sparingly to help bring up a to help bring up a short line of text. to help bring up a short line of text. to help bring up a short line of text. short line of text. White type on a White type on a black background White type on a black background White type on a black background black background is considered more is considered more legible when it is considered more legible when it is considered more legible when it legible when it is tracked. is tracked. is tracked. is tracked. LEADING/LINE SPACING 10 x 12 10 x 10 10 x 14 10 x 18 The distance from the base- The distance from the base- The distance from the base- The distance from the base- line of one line of type to line of one line of type to line of one line of type to line of one line of type to another is called line spac- another is called line spac- ing. It is also called leading, another is called line spac- ing. It is also called leading, another is called line spac- in reference to the strips of ing. It is also called leading, in reference to the strips of lead used to separate lines ing. It is also called leading, lead used to separate lines of metal type. The default in reference to the strips of of metal type. The default setting in most layout and lead used to separate lines in reference to the strips of setting in most layout and imaging software is 120 of metal type. The default percent of the type size. Thus lead used to separate lines imaging software is 120 10-pt type is set with 12 pts setting in most layout and percent of the type size. Thus of line spacing. Designers imaging software is 120 of metal type. The default 10-pt type is set with 12 pts play with line spacing in percent of the type size. Thus setting in most layout and of line spacing. Designers order to create distinctive ty- play with line spacing in pographic arrangements. Re- 10-pt type is set with 12 pts imaging software is 120 ducing the standard distance order to create distinctive ty- of line spacing. Designers creates a denser typographic percent of the type size. Thus pographic arrangements. Re- color, while risking colli- play with line spacing in ducing the standard distance sions between ascenders and order to create distinctive ty- 10-pt type is set with 12 pts creates a denser typographic descenders. Expanding the pographic arrangements. Re- of line spacing. Designers color, while risking colli- line spacing creates a lighter, more open text block. As ducing the standard distance sions between ascenders and leading increases, lines of play with line spacing in descenders. Expanding the creates a denser typographic type become independent order to create distinctive ty- line spacing creates a lighter, graphic elements rather than color, while risking colli- more open text block. As parts of an overall visual sions between ascenders and pographic arrangements. Re- leading increases, lines of shape and texture. descenders. Expanding the ducing the standard distance type become independent line spacing creates a lighter, graphic elements rather than creates a denser typographic more open text block. As parts of an overall visual color, while risking colli- shape and texture. leading increases, lines of type become independent sions between ascenders and graphic elements rather than descenders. Expanding the parts of an overall visual shape and texture. line spacing creates a lighter, To ron To PARAGRAPHS Paragraphs are a literary convention designed to divide masses of content into appetizing portions. Paragraphs do not occur in nature. Whereas sentences Paragraphs do not occur in nature. Whereas sentences are grammatical units intrinsic to the spoken language, are grammatical units intrinsic to the spoken language, paragraphs are a literary convention designed to divide paragraphs are a literary convention designed to divide masses of content into appetizing portions.

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