Typoghraphy

Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed.
They key factors being:
- Typefaces
- Point Size
- Line Lengh
- Leading
- Tracking
- Kerning


LEADING

Good Example

This example of leading is very good due to the fact that the distance between each line of text is appropriate as you can read each line clearly and thoroughly without any interruption. This is because the ascenders and descenders of the letters and not overlapping whatsoever. If they were overlapping it would cause a distraction to the reader and it would mean you would have to focus on the words individually in order to understand them. This is massively time consuming and it would cause a big problem when needing to scan a text, eg in a leaflet, for particular information.

Consequently, amplifying the idea that appropriate leading does not only need to be aesthetically pleasing but also it has to be readable. 

Bad Example

From this example I can interpret that the leading, space between the baselines, is too short. The result of this is that part of each letter protrudes onto the median line. For example the letter L is an ascender and on the example above the peak of it is sitting on the upper baseline, portraying a squashed and unorganised feel. Spatial manipulation is very important in anything that relies on being read, eg a poster, because if it is unreadable then what is the point in it? In this example there is absolutely no negative space, this saves up on space on a page and can be a positive but in this case it is too extreme, making it not very legible.

KERNING
Kerning is adjusting the space between 1 or 2 characters in a word.

When selecting a font the majority of them will have specific default kerning, this is because the spacing between the letters will feel and look more natural. However, if the text we have selected does automatically have a variation of volume between the characters, we can resolve this by altering the kerning in the settings in the program we are in.
Traditionally the amount of negative space in kerning will be equal, as it illustrates a neat and organised feel - this is the reason behind people altering it in order to fit their preferences.

TRACKING

Tracking is the space between each individual letters in a word.

Tracking affects the overall density of the text as the degree of increase/decrease of space between the letters can impact profusely. Altering the tracking can leave a different impression on the reader. For example if the tracking is loose it interprets a care free and informal style. Yet if the tracking is tight it can come across very uniformed whilst also freeing up more space on the page.

LEGIBILITY

It ensures each individual character is distinguishable from all the other characters in the font. Select a typeface with appropriate clarity of design for the intended use.

  

READABILITY

Essentially the way in which typeface is presented. What should be taken into consideration when being a typeface designer is line spacing, leading, tracking, italics, justification and position of the page. It is very important for it to be readable so it can be understood.

SERIFS AND SANS-SERIFS



Serif Font is represented by the font 'century old style'. The characters have thick and thin strokes in this and they also serifs. Serifs are when certain typefaces have a slight projection finishing off the stroke of a letter. They come across rather uniformed, formal and they also are targeted at an older audience due to the style of the aesthetic. They are targeted at the older audience due to the traditional and uncontrolled sizing of each characters. By having thin and thick strokes it illustrates a natural and flowing design, which is very readable and understandable due to the flow aspect.

San Serif Font is expressed by the font 'futura book'. The ascenders are plain and the strokes are all even in width. This comes across as really manipulated and forced in the sense that everything is the same width, the tracking is relatively wide and kerning is not used. Suggesting that this text has been dramatically altered to be suit for a fit purpose. The result of this is that it relates to a younger audience due to the neat and plain appeal it has which younger people will enjoy - even if it less readable and legible.

FONT FAMILIES

I collected these pictures from Pintrest. They stand out to me because they have very fitting criteria for each individual photo. The colours may be minimalistic but I do find them all overall extremely aesthetically pleasing and interesting.

All of the fonts chosen are in a family together, the bold text are met with more simple one but none clash and they work seamlessly together.