Legibility
- choose classical time-tested typefaces
- "sans-serif" = nonfancy letters, reads best at large sizes
- "serif" = fancy letters, reads best at smaller sizes
- can both be complimentary
**too many fonts confuse the reader, and spoils the design
**fonts that are too similar causes ambiguity
-choose fonts that are complimentary to each other
**caps are the equivalent of shouting, and are hard to read
ALIGNMENT
-left alignment is easiest to read, and consider eye flow as it moves down a page
-choose what maintains clarity and message
- pat attention to rags - close and even as possible
EMPHASIS
-use tools with discretion and without disturbing eyeflow
- italics
- bold
- size
- colour
- typestyle change
-avoid stretching or distorting type (hold shift while scaling)
WEIGHT
-strive for a sense of balance (heavy or light)
~ The Mac is not a Typewriter ~
KERNING
-the exact space created between letters in order to make them aesthetically pleasing
TRACKING
-a modification to letter setting that involves an entire word
Large Text Blocks: Rags
-attention to textual rags is more attractive
-in graphic design, letter forms are used as a source of illustration
-"envelope mesh tool" in illustrator
~TYPE FACE PORTRAITS~
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