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Why and how can typography be used to make effective presentations to clients?! Using simple type articulation techniques, choosing the right colour scheme and most importantly the perfect typeface is very important!
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Typography in Presentations
! Typography is derived from the Greek words typos form and graphein to write
! WELCOME to this class!
! Welcome to THIS class!
The art of typography is all about choice and disposition of type in relation to the nature and substance of the message. Time-tested rules provide a context for typographic exploration. These rules must first be understood before any attempt to break them.
! Good typography is measured by how well it REINFORCES THE MEANING of the text, not by some abstract scale of merit.
! Typographic choices that work for one text wont necessarily work for another.
! There are MANY TYPOGRAPHIC SOLUTIONS that would be equally good for a given text. Typography is not a math problem with one correct answer.
! Your ability to produce good typography depends on how well YOU UNDERSTAND THE GOALS of your text, NOT ON TASTE OR VISUAL TRAINING.
! Typography is PRIMARILY UTILITARIAN ! Typography that is aesthetically pleasant, but that
doesnt reinforce the meaning of the text, is a failure.
Rules of Typography
! Type choice ! Setting
! Styling
Type Choice
! When in doubt, pair a serif for body text and sans serif for the headings
Type Choice
! AVOID using two very similar typefaces. With very little contrast, the small differences will cause a visual clash.
Type Choice
! Limit the number of typefaces in a single document to two three typefaces.
Type Choice
! AVOID using mono spaced typefaces for body text. They draw too much attention to the individual letters thereby distracting the readers from the message.
Type Choice
! Use boldface text sparingly, when used within normal text, it provides too much emphasis.
Type Choice
! Sans serif typefaces are often less readable in print than serif typefaces. In presentations when having multiple lines of text a serif typeface is more pleasing to the eye.
! Single words
! Captions
Type Choice
! For optimum readability use time - tested classical typefaces.
! SERIF Baskerville, Bodoni, Caslon, Gerogia, Goudy, Garamond, Sabon, Perpetua, Times New Roman, Bembo, Centaur, Palatino, Minion
! SANS SERIF Univers, Din, Helvetica, Meta, Futura, Gill Sans, Franklin Gothic, Frutiger
Type Choice
! TEXT SET IN ALL CAPITAL LETTERS RETARDS READING
Type Choice
! AVOID using too many point sizes and weights in the same passage
Type Choice
! For standard usage, stick to regular or book weights. AVOID using extreme weights like condensed bold and extra light.
! Helvetica Regular! Helvetica Medium!! Helvetica Black Condensed! Helvetica Ultra Light
Type Choice
! For standard usage use normal typefaces of normal width. AVOID using too condensed or too expanded faces.
Type Setting
! AVOID setting type in lines of more than sixty-five characters. Longer lines cause the reader to read the same line twice.
! AVOID setting type in lines of less than thirty-two characters (captions and key words are exceptions).
Type Setting
! Be mindful of line spacing (LEADING) to facilitate
easy eye movement from line to line
Type Setting
! Use consistent l e t t e r a n d word spacing to produce an even and uninterrupted texture
Type Setting
! Left aligned text in presentations is most suited for optimum readability
Type Setting
! Maintain integrity of type and avoid distortion
Type Styling
! Use only single spaces after all punctuation
Type Styling
! AVOID orphans and widows ! WIDOW - A paragraph-ending line that falls at the
beginning of the following page/column, thus separated from the rest of thetext.
! ORPHAN - A word or part of a word that appears by itself at the end of a paragraph. Orphans result in too much white space between paragraphs or at the bottom of apage.
lorem.
Type Styling
! Emphasize elements in text WITHOUT DISTURBING the flow of reading
Type Styling
! Avoid using underlined text. Use italics instead
! Bend or break any rule for good reason!