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ESTABLISH A FORMAT
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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.