Guidelines for novice designers

1. Typographical

2. Font features
Typography
Cap Height Ascenders
Descenders
Baseline
X-Height

3. Character parts
Typ-o-graf-e
Axis Ear Hook Bar
Counter Terminal
Serif

4. Letter form
Hxg Hxg Hxg Hxg
Ariel Times NR Geo Slab Hattenschweiler

5. Kerning
Inter-character spacing
Time Unkerned type
Time Kerned type TNT

6. Tracking

7. Leading (Line spacing)
Leading refers to the space
between lines. It can be
tightened or expanded as
needed to fill space. (1)
Leading refers to the space
between lines. It can be
tightened or expanded as
needed to fill space. (1.4)
Leading refers to the space
between lines. It can be
tightened or expanded as
needed to fill space. (1.25)
Leading refers to the space
between lines. It can be
tightened or expanded as
needed to fill space. (.8)

8. Relationships
 Type is a building block
 Three types of relationships
 Concordant
 Conflicting
 Contrasting

9. Concordant
 Use one font
 Use variations on that font
 Size
 Italic
 Bold
 Color
 Seen as calm, formal

10. For example . . .

11. Conflicting
 Use of two or more fonts
that are similar (same family)
 Creates a visual dissonance
 Should be avoided

12. For example . . .

13. Contrast
 Strong contrast attracts
 Simple way to create interest
 Creates energy on a page
 May involve 2 or more fonts
 Requires careful planning

14. For example . . .

15. Oldstyle
Diagonal stress
Serifs on lowercase
letters are slanted
Moderate thick/thin
transition in the stroke

16. Oldstyle

17. Modern
Vertical stress
Radical thick/thin transition
in the stroke
Serifs are thin
and horizontal

18. Modern

19. Slab serif
Serifs are
horizontal and
thick (slabs)
Little or no
thick/thin transition
of contrast in the
strokes
Little vertical stress

20. Slab serif

21. Sans serif
No stress because
there’s no thick/thinNo serifs
No thick/thin transition
in the strokes

22. Sans serif

23. Connected Script

24. Unconnected Script

25. Decorative

26. Typographic samples

34. Typography exists
to honor content
Robert Bringhurst, The Elements of Typographic Style