The Complete Graphic Designer

Page Layout & Design

71

Page Elements

Typography

Graphic designers should embody a love and passion

for typography—not only for the way in which letters,

words, and sentences are arranged on the page, but

also for the design and emotional qualities of the let-

terforms themselves. Good typography is a true sign

of a talented designer, so it is important to make sure

typeface choices are appropriate and their implemen-

tation is fl awless.

Typefaces have unique characteristics and expressive

qualities that allow the designer to identify and prop-

erly specify a font for use in a page layout. Composed

of many different parts, the anatomy of a typeface is

rather complex. The attentive designer places a priority

on selecting the right typeface for the visual solution,

one that will help communicate the intended message.

Some considerations for the selection of a font include

the physical form a printed piece will take and the

type of paper it will be printed on. For example, in

book design, Garamond or Caslon may be used for

their well-proportioned letter widths and clean serifs,

which make reading easier. Newspapers use Times

New Roman or similar serif typefaces with large x-

heights and open counter forms so that when printed

on coarse newsprint, the ink spread (“dot gain”)

doesn’t fi ll in the negative space of certain letters.

By choosing typefaces that are similar to or coordinate

with those used in existing client collateral, the designer

can help establish a more cohesive, consistent brand

image. To fi nd suitable matches, study the subtle nuances

of certain letters of the typeface. For example, the letters

“y,” “Q,” “g,” and the ampersand all yield valuable clues to

specifying an appropriate or nearly identical typeface.

In some instances, typog-

raphy is used as an illustra-

tion, as in these layouts.

Letterforms overlap to form

surprising new shapes and

unique color combinations.

Design: Shinnoske, Inc.

TB

Provision-Complete Graphic Designer

CD109-59/4028

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