| CH. 3 NOTES |

  1. the nuts and bolts

letters at a standard reading size. the eye perceives letters to be all the same, weight, height, and width. This is the most critical aspect of type: stylistic uniformity discourages distraction during the reading process.

2.logo type

loose letter spacing makes a more distinct rhythm, and improves the legibility of the all uppercase setting and obviates spacing problems.


tightening or loosening spacing between letters corrects the awkward counter spaces inherent in their forms.

4. Case, weight, width,posture, and style

all very important things to learn about type that change the font drastically

5.Style classifications

classifying type helps a designer grasp the subtle differences among style, organizing them in a general way further helping select an appropriate typeface for a project.

6. What and why

selecting a typeface for its feel and mood for a particular style.

7. Combining type styles

the only reason to change a type face is to gain an effect of contrast,and so that the contrast achieved by the combination should be clearly recognizable.

8. Alignment logic


alignment of text has an effect on the spacing and within it and, therefore on the search for a desirable text setting.

9. push and pull

colons and semi colons need additional space preceding them and less space following them.

10. type is visual

acts as the same way that dots, lines squares, etc. do in composition. Type and pictures are equal players in design.

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