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II.  TYPOGRAPHY

The next graphic design skill is typography, or being knowledgeable about various typefaces.  Typeface refers to the way a set of printed characters look, and typefaces, or fonts, come in an array of styles, shapes, sizes.  Choosing the correct font helps to create the proper visual effect.  Therefore, it is important to look at numerous examples before choosing, which can usually be found in a graphic art supply store or even your own printer. Two basic kind of typefaces include serifs, referring to the small curved designs attached to the top and bottom of each character, and non-serifs that donít have these designs. Look at the following typefaces:

Times  abcdefg....(serif)

       Helevitica  abcdefg...(non-serif)

Generally, serifs are considered easy to read because the curved designs serve to lead the eye from one character to the next.  San serifs, however, prove useful on shorter texts such as banners or headlines, especially when the character size is going to be large.

Other considerations include size and functions such as bold or underline to be used to create emphasis or greater legibility.  Font size is measured in points, where typical text typeface size ranges from nine to twelve points.  This particular text, for example, is written in Times, 12 point, an inherently smaller, serif typeface considered legible, space efficient and professional.  In general, fonts are fundamental tools used by a graphic designer; choose a font for your project that is in line with its purpose.

 

 

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