Universal Principles of Typography: 100 Key Concepts for Choosing and Using Type

Universal Principles of Typography: 100 Key Concepts for Choosing and Using Type – Ebook Instant Download/Delivery ISBN(s): 9780760383384,0760383383,9780760383391, 0760383391

Product details:

• ISBN-10 ‏ : ‎ 0760383391
• ISBN-13 ‏ : ‎ 9780760383391
• Author: Elliot Jay Stocks

We communicate with text every single day, but what does it mean to really understand type—to use it with clear intent and purpose? The art and science of typography combines subtle tweaks to line lengths with harmonious combinations of weights and styles; considered typeface pairings with a robust set of alternate characters; exciting technological advances with the realities of font licensing. There are so many ways designers can optimize how text is read and influence the way its message is understood—and yet so many designers miscommunicate without even realizing it.

Richly illustrated and easy to navigate, Universal Principles of Typographypairs clear explanations of each principle with visual examples of it applied in practice. By considering these concepts and examples, you can learn to make more informed, and ultimately better, typography decisions.

Building upon tried-and-tested principles from the world of print through to the very latest advances in browser technology, this book will equip you with everything you need to make the most informed typographic decisions in your design work today.

Table contents:

1 / Typography matters

2 / There’s no excuse for setting bad type

3 / A font isn’t the same as a typeface

4 / Characters are different from glyphs

5 / Understand type anatomy

6 / Become familiar with your font’s metrics

7 / At the heart of it all: the em square

8 / X-height is our secret weapon

9 / Type classification can be useful — and useless, too

10 / Know where your type is from: the serif

11 / Know where your type is from: the sans serif

12 / Know where your type is from: the slab serif

13 / Handwriting, calligraphy, and lettering aren’t type . . . are they?

14 / There’s evidence of the human hand in most typefaces

15 / It’s okay to just love type for no discernible reason

16 / Type should be legible at the very least

17 / Making text readable is what typography is all about

18 / Optical sizes lets us set size-optimized type

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