Aldus-Guide-to-Basic-Design

Type Selection

Use type to create a personality for your publication

Each typeface speaks in a different tone of voice. Type adds personality and expressiveness to your publication. The typefaces you select for headlines, subheads, body copy and captions affect the way readers experience your ideas.

Some typefaces are formal...

The Elegant Gourmet others are informal.

Some typefaces are playful...

The Elegant Gourmet others are serious.

Type Integration

Be concise and consistent with your integration of type.

Avoid typefaces that draw attention to themselves as they diminish the importance of the message that you’re communicating. Type greatly influences the appearance of your publi- cation. Different typefaces have different visual densities called “weights”. Thick or bold typefaces used in small areas add to the contrast, balance and asymmetry of the page. Thinner typefaces result a lighter visual density since more white space is allowed to show through.

ESTABLISH A FORMAT

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