318//Digital Typography Final
justification
-Makes all the lines in a paragraph (except the last line) the same length and the word spacing varied -Gives page formal appearance -Allows for more words on a page -Promotes symmetry and balance -Good for books, magazines, and newspapers -Only justify for columns between 45-70 characters -Never justify headings, subheadings, bylines, captions, pull quotes, footnotes and indexes, or bibliographies
Basic principles of design: Contrast
-Most important principle because it makes the reader look at the page -If elements are not the same, then make them look very different -Choose typeface families with various weights -If you use two different typefaces, avoid similar ones (keep legibility and readability in mind) -If you use contrast, do so with strength!
Blackletter
-Movable type -Invented by Gutenburg in 15th century Germany (in Germany referred to as Fracktut) -Dark and dense mood; best when used sparingly and for effect -NEVER use for body copy -NEVER use for signage -NEVER use in all caps -Easy to identify -Can be used effectively in campaigns -Often incorrectly reffered to as "Gothic" or "Old English"
Top type tips: Start with a good typeface
-NOT the default; no Minion Pro or size 12 or leading 14 (120%) -Body copy should be smaller than the default -Leading should exceed the default -Good font options are anything called "Adobe ____ Pro"
Top type tips: Set the right leading
-Negative = leading under the point size (i.e. 20/18); leads to crashing ascenders and descenders -Set solid = leading is equal to point size (i.e. 20/20) -Default = 120% of point size (i.e. 20/24)
Cover letter formula: Closing paragraph
-Next steps -Reiterate your interest -Thank them -Be sure to indicate how and when the employer can reach you
info panel
Allows you to quickly and easily view general file information and object characteristics, as well as information regarding colors, dimensions, text, and more.
standard cover letter format
Follow a standard business letter format: -Date -Persons name, company, and address -Salutation -At least three paragraphs -Leave room for signature
Top type tips: Space between or indent paragraphs
-Only do one, not both! -Don't make indents look default-ish -Otherwise, one hard return is OK but NEVER do double hard returns
balance ragged lines (BRL)
-Option in InDesign that attempts to make text balanced and visually appealing -Automatically balances the lines rather than using forced line breaks -NEVER use for body copy -Do not solely rely to BRL to avoid widows, orphans, and runts
Oldstyle
-Originated between late 15th to mid-18th century -Always have serifs -Serifs are always bracketed, meaning they are connected with a curve -Always have a diagonal stress -Exs: Garamond, Times
Things to avoid when using text wrap
-Placing an object or graphic with a text wrap in the middle of a single column; makes it hard for reader to know where to read next because they have to jump over the object to continue reading the text -When wrapping around a jagged object, used justified text instead of left-aligned -Put the object on the right side instead of left
Basic principles of design: Repetition
-Repeat visual elements throughout the piece; helps develop the organization of a design and unifies a set of materials -Repeat typefaces, colors, shapes, graphics, textures, spacial relationships, and sizes -Unifies and adds visual interest -Limit designs to 1-2 typeface families
Cover letter
-Should match the description -Demonstrate interest -Focused on the needs of the employer -Be tailored to each position -Use the same header as the résumé -Singular page -Don't start every sentence with I -Address the person directly when possible
swash characters
-Swashed can add a flourish to headlines, titles, logos, drop caps, and initial letters, etc. -Typically used at the beginning of words or sentences -Some fonts also have lowercase swash characters called finials or terminal characters, intended for use at the end of a word or line
object styles
-Takes the concept of paragraph and character styles and applies it to frames, lines, and pen paths -Allows user to incorporate standardized attributes, such as colors, stroke, weight, stroke color, number of columns in a frame, drop shadow, and size/position of a frame
orphan
-The first line of a paragraph that occurs at the bottom of a column or page -Not desirable
standfirsts
-The initial few lines you see in magazines and web pages that stand out -Often italicized or bolded -Usually 2-4 lines long -Header gives the reader a topic, while standfirst puts the topic into context
runt
-The last line of the paragraph that ends with a short word or single syllable of a hyphenated word -Should always be addressed first (minimizes issues with widows and orphans in the future)
widow
-The last line of the paragraph, stranded at the top of a column or page -Should always be avoided
branding
-The process involved in creating a unique name and image for a product in the consumers mind -Mainly through advertising campaigns -Has a consistent theme/imagery
ligatures
-Two or more intersecting characters fused into one character -Used to avoid letter collisions -May not be necessary with Sans Serif typefaces -May make letter combinations look more tightly set the rest of type
What is a hyphen?
-Used for compound modifiers -Just use hyphen key
What is an en dash?
-Used for duration ("durat-en") or a range of numbers -Option>hyphen
optical margin alignment
-Used to create a more visually uniform appearance -Recommended to use with justified text to maintain clean edges -Effective for pull quotes and callouts because quotation marks can create a visual hole on the left or right side of the column -Bulleted and numbered lists do not benefit from this and should remain flushed
Types of logos: Wordmark
-Uses the name of the company or organization, usually with a slight variation to its letter -Exs: Google, FedEx, Coca-Cola, Johnson & Johnson
Cover letter formula: First paragraph
-Why them? -Describe what you were applying for and how you found the position -Explain why you're applying to this company and why you're specifically interested -Include a thesis sentence
Cover letter formula: Middle paragraph
-Why you? -Prove your thesis sentence with concrete examples demonstrating your skills -Address specific experiences or academic highlights that directly relate to the qualifications the employer is seeking -May close with a summary sentence of your qualifications
inline objects
Forms of anchored objects that are placed directly and visually into the text flow.
Reference lists
-You should have at least three professional or academic references which includes former bosses, clients, vendors, or business acquaintances; if you're in school professors are appropriate for one or two references -Include people you believe will give you positive references; choose people that could attest to your skill and vouch for your character -You musk ask references if you can list them before doing so -List references in order that you want them to be contacted -Begin with professional references first -Prepare references by providing them with a copy of your résumé before they're contacted, let them know when to expect a call and who from, and describe the position for your reference/provide a link of the job description -List references on a separate piece of paper -Potential employers will always look for the most recent immediate supervisor
What are single byte fonts?
-characters are identified by a number between 0-255 -only 256 characters in a single byte font
Post Script
-first technology -based on Adobe's Post Script language -single byte
TrueType
-second technology (late 1980s) -Apple and Microsoft -single file that contains both screen and printer font data
OpenType
-third technology (the newest addition!) -Adobe and Microsoft -Made for print -Cross platform (Mac and PC) -Double byte -Can contain up to 65,000 characters -Allows character substitution -Expanded character sets (multiple language character sets are in one font file) -Can blend TrueType and Post Script/Type I data (AKA "Post Script flavored OpenType" or "TrueType flavored OpenType") -The Swiss Army Knife of font technologies -Avoid using Multiple Master fonts (MM fonts), as they have been abandoned since OpenType
What is the standard bleed?
0.125 (1/8) in
What are Lorraine's two tabs tips?
1) Zoom in so the entire text frame is in your view. 2) Have the tab character already in the line of text before you set your position.
Digital fonts are sliced into ____ units.
1,000
What are the two basic rules of making logos?
1. Don't mix the same typeface category 2. Don't be generic in choosing a typeface (i.e. Georgia, Arial, Times, Verdana, Tahoma, Myriad)
What are the names of the 7 different type categories?
1. Oldstyle 2. Modern 3. Slab Serif 4. Sans Serif 5. Script 6. Blackletter 7. Decorative
How many points are in a pica?
12
Default leading is ____ of the font size.
120%
How many picas are in an inch?
6
Top type tips: Hyphenation Recommended settings: -Words with at least ____ letters -After first ____ letters -Before last ____ letters -Hyphen limit = ____ hyphens -Hyphenation zone = ____ in Also uncheck ____, ____, and ____. Always turn off hyphenation for ____, ____, and ____.
7 3 4 1 0.5 in Uncheck hyphenate capitalized words, hyphenate across columns, and hyphenate last word. Turn off for headings, subheadings, and captions.
How many points are in an inch?
72
What do master page items have?
A dotted border
What does it mean when there are brackets around a style?
It is missing (do not use it!).
What is the main Rule of Thumb concerning grids?
Text dominant layouts require simpler grids. As more illustrations are added to the layout, a more complex grid may be neccesary.
What is a tab character?
Used by pressing the tab key, and moves text to a specified position (or the tab stop) on a line.
text wrap
Used to properly incorporate images with text.
When printing a PDF, under Page Sizing and Handling in Print Options always remember to check ____, NOT ____. You should also always print from ____.
actual size, NOT fit; Acrobat
Modern
-Late 18th century -Horizontal serifs connected with a 90° angle -Radical thicks and thins (handwritten quality dissapeared) -The stress is now vertical -NEVER use for body text -Exs: Onyx, Bodoni, Didot
dipthongs
-Ligatures that visually represent the pronunciation of a combined vowel -Applied on a case-by-case basis through the glyphs panel
Slab Serif
-Early 19th century -Thick, fat, and horizontal serifs (they look like slabs) -Little to no thicks or thins -Exs: Rockwell, Chaparral, Caecilia, Lubalin Graph
Basic principles of design: Alignment
-Every element should have some visual connection with another element on the page; everything is in its place and there is a place for everything -Use a grid or create guides -Use the strongest aligning factors (i.e. for horizontal use the baseline, and vertically use the stem of the letter form or strongest aligning element) -Zoom in to ensure alignment is proper! -Use alignment to unify elements -At the very least use margins and guides -Consider something other than centered alignment because other alignments look more sophisticated -White space is a good thing!
Top type tips: Use real small caps or none at all
-Fake ones will just reduce size of capitals, which leads to different weights -Instead, in your OpenType panel select Menu and "All Small Caps"; if you see brackets, the feature is not available for the typeface you are currently using
One last basic principle of design: Subtle
-Fine or delicate and meaning or intent -Subtle design usually is clean and sophisticated -Keeping the 4 design principles in mind will help with this
How do fonts go missing?
-Font in document is not installed on computer -Incorrect or incomplete packaging of files -Font isn't activated or was deactivated in Adobe Fonts (should try to use fonts that come with InDesign!) -Can also have missing font weights (bold, light, etc.)
How to present your references
-Full name -Job title -Company -Company address — include city, state, email, and telephone number (indicate whether cell or office) -Provide context for that reference
anchored objects
-Images or text boxes anchored to specific text that travel with the text as it reflows -Use for all objects that you want associated with a particular line or block of text
What is an em dash?
-It is the same size as the type being currently set -Used in typography to represent a pause in thought or parentheticals -Fundamental relative unit -NOT the size of an "m" or "em" -The horizontal spacing of type is based in ems -It is standard to specify an indent in 1.5-2 ems -Option>shift>hyphen
Basic principles of design: Proximity
-Items relating to each other should be close together -When several items are in close proximity to each other, they become one visual unit -Use proximity with intent -- grouping elements together in order to instantly see information -Basic purpose of proximity is to organize information so it can be seen and scanned easily -Avoid filling corners -Avoid using too many separate elements -Avoid points of tension (too much in one space) -Watch for odd/unintentional shapes
Top type tips: Set the right line length
-50 to 70 characters per line (including characters, spaces, and punctuation) -Use info panel to calculate how many characters or words are in a line or paragraph
pull quotes
-A key phrase or quotation pulled from the text and then used as a graphic element -Adds visual interest to documents with little to no graphics -Pull your quotes wisely -Think contrast and interest -Choose your position
Types of logos: Monogram
-A mark made from letters that represent a product, and are shorthand for a longer company name -Exs: Volkswagen, Louis Vuitton, HP, Warner Brothers
character styles
-A style that is applied to individual characters or words that users have selected -Allows you to set specific attributes in order to stylize one or more characters
Top type tips: Use typographers quotes
-AKA smart quotes -Look for sixes and nines
nested styles
-Allow you to embed one or more character styles in selected paragraphs -Can be incorporated into object styles -Allow you to apply multiple formats in a single click and prevent hours of repetitive formatting
story editor
-Allows you to view and edit your text in a separate window -Can view overset text -Can change display preferences
Sans Serif
-Became popular in early 1900s -No serifs -Minimal thicks and thins -Utilitarian, solid, and reasonably legible -Exs: Futura, Helvetica, Gill Sans, Avenir, Univers, Gotham
Job interviews
-Bring extra copies of your résume -Bring list of references but only provide if asked for them -If on Zoom make sure you are in a quiet place with a nice/professional/related background
Top type tips: Family planning
-Choose a family that has what you need to do the job -NEVER use skew feature (find a font that italicizes instead) -NEVER stretch or squeeze type
Scripts
-Designed to imitate hand writing or calligraphy -NEVER use for body text -NEVER use in all caps -Exs: Brush Script, Snell Roundhand, Caflisch, Script Pro
Types of logos: Symbol
-Does it's job without the need for type -Exs: Target, Apple, Nike
Decorative
-Doesn't fall into any of the other categories -Use occasionally -Includes hand-lettered type
Top type tips: Don't justify narrow columns
If you have to use narrow columns or short lines of text, set them to be ragged right, NOT justified. Don't justify because the text tends to have awkward and loosely spaced lines.
oldstyle figures
varying heights and alignment
What is the rule of thumb for widows and orphans?
Single word on the last line must be wider than the first line indent, or about 1/5 of the column measure.
font
The collection of all letters, figures, punctuation, and special characters of a particular typeface design.
What is a tab stop, and what are the three parts of a tab stop?
The location where your cursor stops after the tab key. 1) Alignment: determines how text behaves after the tab 2) Position: relative to the left edge of the frame 3) Leaders: (optional) Repeating characters that span the distance between the tab character and the text that follows.
What is a tab used for?
To position text at specified positions on a line.
What are decimal tab stops?
They align the text on a decimal point (rather than left, right, or centered) or any character you specify in the Align On field.
When is it acceptable to use a forced line break (AKA soft return)?
To fix a widow, orphan, or runt.
What do parentheses mean in InDesign?
default
Using distinctive sizes and weights are the best way to ____.
differentiate between the heading and subheading
These are ligatures "that are more decorative in nature than a standard ligature and should be used at your discretion... [They] combine frequently occurring letter pairs (like "St") into a single graceful design."
discretionary ligatures
The physical embodiment of a collection of letters, numbers, symbols, etc. is a ____. When referring to the design of the collection (the way it looks), you call it a ____.
font; typeface
When multiple documents are missing the same font, you can solve this issue by ____.
globally changing the font
Bullets typically use ____. The ____ should be the same as the ____ but ____.
hanging indents; first-line indent; left ident; negative
There should always be a ¶ at the end of every ____, ____, and ____.
heading, subheading, and paragraph
Never center ____.
headings
With a larger typeface, you need ____ leading.
less
With a larger typeface, ____.
less reading is neccesary
lining figures
numbers that are the same height as the capital letters and sit on the baseline
tabular figures
numerals that all have the same width
proportional figures
numerals with variable width or body size
What is the alpha channel contour option when using text wrap?
places text where there is transparency (checkered background or .png)
What are the opposite of typographic quotes called?
prime marks
For headings and subheadings that have multiple lines, it is important to always ____.
reduce the leading
Never indent on ____.
the first line after a heading or subheading
Using Datafork TrueType (.dfont) should always be avoided because ____.
they are not cross platform
