- Type Sizes & Spacing
- Setting type smaller or larger than the optimal reading size for text has an impact on spacing.
- Visual Variations
- Not all viewers will perceive the same associations in a given type face; the designer needs to carefully evaluate the typeface selection in the context of the audience for a particular piece.
- Style Classifications
- Classifying type helps a designer grasp subtle differences between styles, allowing them to select an appropriate typeface for a particular project.
- Know the Details
- Selecting a type face for its feeling or mood is tricky and often comes down to a designers gut reaction to it.
- Combining Type Styles
- A rule of thumb and a good start to mixing typefaces is to select two type families for a given job. It provides a framework for finding a maximum amount of contrast and it forces a designer to exercise some restraint.
- Alignment Logic
- The alignment of the text has an effect on the spacing within it and on the search for desirable text setting.
- Type is Visual
- Type is visual and in space it operates the same way that dots, lines, squares, fields of texture and patterns do in any composition.
- Typographic Color
- Changing the typographic color of the components separates them from the surface and introduces the illusion of spatial depth and a sense of changing rhythm.
- The Texture of Language
- The variation of typography texture- boldness, size, linearity, texture- is a source for typographic color. Approaching typographic material in a sensory way is a powerful method designers can employ in creating a more vivid text experience.
- Alignments, Masses, and Voids
- Visual structure must evolve out of the verbal structure of language. The verbal sense helps define what material within it might be mass or line.
I haven’t really thought about typography, except to choose a font that I really like personally. I always try to choose one that fits the piece though, but its usually one I like and I guarantee that I haven’t thought half of these things through.