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TYPOGRAPHY

TYPOGRAPHY. WHAT IS TYPOGRAPHY?. GOALS OF TYPOGRAPHY. Develop a critical eye Choose and use type with sensitivity and intelligence. TYPOGRAPHY SHOULD. Engage the reader Reveal tone and meaning Clarify structure and order Link text with other elements Honor the text. TYPOGRAPHIC TERMS.

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TYPOGRAPHY

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  1. TYPOGRAPHY

  2. WHAT IS TYPOGRAPHY?

  3. GOALS OF TYPOGRAPHY Develop a critical eye Choose and use type with sensitivity and intelligence

  4. TYPOGRAPHY SHOULD Engage the reader Reveal tone and meaning Clarify structure and order Link text with other elements Honor the text

  5. TYPOGRAPHIC TERMS

  6. TYPEFACE vs. FONT

  7. SERIF

  8. SCRIPT

  9. SCRIPT

  10. ROMAN TYPE

  11. ITALIC TYPE

  12. ITALIC & OBLIQUE

  13. PANGRAM

  14. POINT SIZE

  15. POINT SIZE

  16. LEADING

  17. BASELINE

  18. KERNING

  19. FLUSH LEFT

  20. FLUSH RIGHT

  21. JUSTIFIED

  22. TYPOGRAPHIC MEASUREMENTS

  23. ABSOLUTE MEASUREMENTS

  24. ABSOLUTE MEASUREMENTS

  25. ABSOLUTE MEASUREMENTS

  26. RELATIVE MEASUREMENTS

  27. THE RULES

  28. ALL CAPS versus lowercase

  29. ALL CAPS versus lowercase

  30. COMBINING TYPE Concordant Conflicting Contrasting

  31. CONTRAST Size Weight Structure Form Color

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