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Visual Rhetoric: Headers and Typography

This overview explores typography's fundamental aspects, essential for effective design. Typography, the art of arranging type, combines visual impact and readability to enhance communication. We'll discuss type anatomy, including x-height, ascenders, and descenders while examining different type classifications such as Old Style, Transition, Modern, and Sans Serif. We'll also address the importance of integrating typography with design elements to achieve a cohesive composition while ensuring the text remains clear and accessible.

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Visual Rhetoric: Headers and Typography

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  1. Visual Rhetoric: Headers and Typography Professor Stevens Amidon Department of English and Linguistics, IPFW

  2. Typography: A definition • The design of the characters that make up text: • A • A • A • A

  3. Design Philosophy • No matter how fashionable or clever, if copy that is meant to be read is difficult to read -it is badly designed. • Integrate type with other design elements and develop the composition as a whole. • Type communicates on several levels: • Content: the word’s written meaning • Visual impact: use of type as a design element • Context: the content and visual impact of text in relationship with entire composition

  4. Basic Type Anatomy

  5. The effects of x-height • dxdxdxdx All 48 point type! • (Times New Roman, Bookman, Humanst, Arial Black)

  6. Relation between x-height and ascenders/descenders ptypty pty PalatinoAvante-Garde Arial 48 pt 48 pt 48 pt

  7. So What is a “Point” • 1 point=1/72 inch • Therefore, a 72 point font is one-inch high from top of ascender to bottom of descender

  8. Points: Example • BBBB • 72 point, 36 point, 18 point, 12 point Times New Roman

  9. Type Width • Type widths vary. The letters following the typeface names are all in 44 point fonts. • Times New Romanqwertyuiop • Palatinoqwertyuiop • Avante Gardeqwertyuiop

  10. Treatments • ALL CAPS • Italic • Bold • Bold Italic • Shadow

  11. Major Typeface Classifications • Old Style: serifs, medium stroke contrast, ascenders rise above stroke height (Garamond) • Transition: serifs, greater stroke contrast, high legibility (Times New Roman) • Modern: flat serifs, extreme stroke contrast (Bodoni MT Black) • Sans Serif: All strokes of nearly equal height (Arial) • Script: flowing, resembles handwriting (Edeardian Script ITC) • Special: decorative or novelty type. Often difficult to read. (CurlzMT)

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