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Picking the right font

Typography is an important and often overlooked part of design. Every font gives a particular look and feel. To ensure that the typography supports rather than detracts from the story, adhere to these guidelines. Readability

  • Because the body copy and title in the use an easy-to-read font such as Times or Garamond. Serif fonts increase readability in body copy and captions.
  • Avoid using script or specialty fonts smaller than 24 points, and keep their use to a minimum.

Consistency

  • Limit fonts to three per section:
  • Sans serif font for headlines
  • Serif font for secondary headlines
  • Specialty font for initial caps and headline treatments
  • Establish your fonts at the start to ensure consistency.
  • Type size and leading for captions and body copy should remain consistent Edit copy to fit a content block rather than reducing the type size or leading.

Typography Defined
 Font
A complete set of type characters in one typeface and type size.
 

Font Family
Set of fonts that include different weights and shapes of the same font.
 

Leading
Spacing between the lines of text. More leading gives an airier look to the copy, while less leading will create a tighter, more compact look.
 

Points
Unit of measure used in typesetting and design. There are 12 points in a pica and 72 points in an inch.

Sans Serif
A typeface that is straight with no small extensions (serifs) on the ends of the letters, generally used for headlines. Examples of Sans Serif fonts are Arial and Verdana.

Serif
A typeface with small extensions at the end of the main strokes of each character. Serif fonts are generally used in body copy and captions because they are easier to read. Examples of Serif fonts are Times New Roman and Bookman Oldstyle.

 
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