January 2006 PRINtips Which to Use... A Guide For Desktop Publishers ith literally thousands of available for use in , it is no small matter Wto determine which ones to use for a specific document. In this issue of Printips, we’ll present some guidelines to assist you in narrowing the choices, as well as information on how to increase the effectiveness of the type you select. MacMillan Graphics, Ltd. Park 50 TechneCenter Defining the task 2002 Ford Circle Regardless of the document you are preparing Milford, OH 45150 – brochure, newsletter, flyer, training manual, different audiences: seniors look for clarity and (513) 248-2121 direct mail marketing piece – your first task legibility; teens are drawn to edgy, unusual type Fax (513) 248-5141 is to be sure the typeface you select promotes even at the expense of readability; children and readability and comprehension for the your Web site: beginning readers prefer larger, easy-to-read type. audience. In turn, this requires careful attention www.macgra.com to a typeface’s legibility. Finally, think about how much reading you are FTP site: requiring of your audience and what message ftp.macgra.com Legibility refers to the clarity of the type – how you want them to take away. The more text your document contains, the more readable the Email: easily one letter can be distinguished from [email protected] another. Readability refers to how the letters typeface must be. interact when combined into words, sentences, and . Visual characteristics of type Because a typeface is both a of the letters Next, think about what you must accomplish with of the alphabet and a picture representation of the document. The goal of a brochure is much those letters, type has more visual characteristics different than the goal of an annual report or than legibility and readability. We consciously and newsletter. For instance, a brochure must engage unconsciously associate meanings to type based on the reader’s interest quickly and tell a convincing our previous experience and exposure to the type. story, while an annual report consisting of large These associative meanings can be illustrated by Would you like blocks of text with charts and financial tables setting a word in more than one typeface. more tips? must explain without fatiguing the reader. For Consider, for example, the associations of a Try our weekly email a newsletter, eye-catching headlines and an typeface like Old English versus the associations newsletter – Tuesday informal look may be the goal. of Courier. These are extreme examples as it is Tips. To be added to Then consider the demographics of the intended unlikely that either typeface would be used for the mailing list, send audience. What is the age range, educational an entire document. But notice the different any email message to level, attention span, and vocabulary of those associations evoked when the same word is set in [email protected] you are addressing? Different typefaces appeal to each : Which Typeface to Use (continued) United States of America Influences on readability United States of America The hallmark of a readable typeface is moderation, meaning the reader doesn’t notice any features of The uses of type in a document the letters or characters. If a typeface has a very Generally speaking, there are two uses of type in distinctive feature – a decorative lower case e, for a document: text or body type that comprises the example – there is the possibility that readers will “Display type is also majority of the document; and display type used notice the letterform and interrupt the progress larger than body for headlines. Since body copy usually consists of their reading to react to the letter itself. Any of sentences, paragraphs and perhaps long lines extreme feature such as very thick or very thin copy type (typically of type, the primary consideration for body type strokes; tall, narrow, short or squat letterforms; or 16-24 points).” is legibility and readability. So a first test of how very fancy serifs takes your attention away from the suitable a typeface is for body copy is whether it message and therefore impedes readability. can be easily read in long passages set in body copy sizes (generally, 9-12 points). A key to improving readability is to understand that human beings do not read letter by letter. Rather, Display type, by contrast, helps organize the we read entire words and phrases. A significant document with headlines, subheads, and factor in recognizing a word is its shape which in other effects like pull quotes. Accordingly, the turn is affected by letter spacing, word spacing, line characteristic of display type is how well it catches spacing and . the eye and how it coordinates with the type used for body copy. Display type is also larger than body One of the reasons it is so hard to read all capital copy type (typically 16-24 points). letters is that the shape of the words is hard to distinguish. Compare these two sentences: versus sans serif type Development of typefaces was initially limited by In this example it is easier to distinguish the word the ability of printing presses to reproduce fine shapes. “Closely-spaced lines lines. For 200 years after Gutenberg invented IN THIS EXAMPLE, IT IS HARDER TO inhibit our ability to , Black Letter and were DISTINGUISH THE WORD SHAPES. keep our eyes on the used exclusively, even though readability was hampered. When William Caslon developed the current line...” Likewise, unevenly spaced letters can disrupt our ability to print fine lines, serif typefaces became ability to distinguish word shapes. Closely-spaced the choice for body copy because of greatly lines inhibit our ability to keep our eyes on the enhanced readability when compared to Black current line; too much space between lines makes Letter. it difficult to move from one line to the next. A It wasn’t until the early 1800s that sans serif line that is too long makes it hard for us to find the typefaces were designed – and they were beginning of the next sentence, while a line that considered so much less readable than serif type is too short forces us to switch lines too often. A that as a group they became known as grotesque. To good recommended line length is 60-70 characters this day, the general recommendation is to use a (including and spaces) though serif typeface for body copy because of readability; anything between 40 and 80 characters is readable. and to reserve sans serif faces for display type. Type trends and recommendations A generally accepted practice is to limit the The most readable serif typefaces are from the number of different typefaces in a document category called Old Style. These faces were originally to no more than three or four – and for a short designed for long documents, primarily books. document, one serif and one sans serif is enough. Therefore, a good type library will begin with at Within each family, you may use Roman, bold or least one classic Old Style face. Some examples italic and perhaps even a condensed font, of Old Style typefaces that may be familiar are giving a total of six to eight weights of type for the Garamond, Caslon, Centaur, Bembo, and Jenson. document. Serif faces have an associative meaning of tradition and formality. Which Typeface to Use (continued)

Sans serif typefaces are valued for their simplicity, Only after you have invested in these basic informality and clean appearance. In addition, typefaces should you consider branching out to “ with the they come in heavier weights than serif faces. other categories, including and decorative classic fonts and For good contrast to body type, select a sans fonts. Also, be aware of type trends. Some fonts serif typeface that includes several weights (thin – Hobo, Mistral, Avant Garde, Brush Script, learn to use them and thick) as well as condensed and expanded Souvenir, Friz Quadrata, for example – were very effectively to enhance versions. This will give you flexibility to make popular for a time but now provide an outdated your documents.” dynamic contrasts with the body type. Some sans impression. Stick with the classic fonts and serif typefaces that may be familiar are , learn to use them effectively to enhance your Univers, Frutiger, Futura, Optima, Gill Sans, and documents. Avant Garde.

What is a ?

ingbats are pictographs (that is, a Here are some ways to use : picture representing a word or idea) • In place of bullets

available in font format that can be • To separate paragraphs IDEA Dinserted into a document. A dingbat can be a • To indicate the end of an article CORNER graphic element such as a checkmark or a square; • As a symbol to highlight contact information C a small illustration such as a telephone or a pair such as telephone and FAX number “A dingbat can be of scissors; or a decorative element such as a • As a checkbox on a form or survey printers flower. Dingbats are available as a font, a graphic element often accompanying a particular typeface. Dingbats can also be used as a purely decorative such as a checkmark element. or a square; a small A popular and well-known dingbat font is ITC , designed by . illustration...” It often is provided with computers, printers, and software, making it readily available. Other dingbat fonts can be purchased, while some are available as freeware.

For predominantly senior readers (age 65 and older), set body text in 14 to 18 . In The readers particular, avoid fine print (8 point or lower). For readers in the 40-65 age group, use 11 or 12 Q. & of my publication are point body type. Qquestions andA answers For general audiences, body type of 10-11 points is primarily seniors. Is there a suitable. “If you don’t know recommended font and type For young children or beginning readers, select a the age of your larger type size (14 points). size for this age group? readership, or if your If you don’t know the age of your readership, or if readership spans a your readership spans a large age range of adults, Yes – in fact, there are type use 10-11 point type. In addition, remember that large age range of size guidelines for several age the actual and apparent size of a font may appear groups, all designed to promote adults, use 10-11 different. For example, some fonts at 12 points A.readability. In general, the younger or older your point type.” appear visually smaller than others. readership, the larger the type size should be. Park50 TechneCenter PRSRT STD 2002 Ford Circle US Postage Milford, OH 45150 PAID Permit #271 513-248-2121 Milford, OH Which Typeface Fax 513-248-5141 to Use... www.macgra.com [email protected] A Guide For Desktop Publishers

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