Typography Workshop2

What is Type?

Type is a visual representation of spoken language.

Kerning 

Kerning is the space between each letters 

Correct kerning is equally spaced between each letter

Never negative kern!!!

leave the biggest space at 0% and adjust the rest accordingly 

The top word hasn't had any kerning and the biggest space is between the 'E' and the 'S'

I had to adjust between the 'M' and 'E' by 20

 'A' and 'M' by 20

 'J' and 'A' by 10


I was surprised by how much of a subtle change made such a distance.

To break a sentence you need to separate the lines where the pause would be when spoken

Hierarchy is really import in presenting information 

We had to use the words to spell the numbers to make it readable from the bottom to the top reading 1 2 3 4

It was discussed that different things can be used to help with hierarchy such as weigh, point size, composition....

Next we had to make it read 4321 in what ever layout we felt would best communicate this.

there is ad difference between looking and reading

the brain goes for the easiest option first but doesn't always read it.

layout gives order of information. Using words at different orientations forces the brain to read the words in a specific order. 
Body Copy

Low x-height gives the appearance of more leading

10 to 12 words maximum line length. This allows the eye to easier follow the leading when moving onto the next line. 

four columns used for newspapers
Three for magazine
Two best for reading purposes 
one used for novels

Use indents instead of line space to create more space

Can use justify when each line has 10/12 words per line, becomes almost unnoticeable.

The minimum number of words that can be used per line is 6



When working with type it helps to speak out the text to help you to think about how to intelligently use type appropriately.