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DesignIdeas 21Natural Lines Space After

Double Duty Big Type

Type Blend

Changing the face

of Sacramento

Continued

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   2 of 8

Cover Work those lines!

Chico’s 2010 summer catalogs caught our eye last year because of how they boldly use their photos’ natural lines to dictate type placement. Have a look:

Square Three-part model (face-blouse-jeans, above left) standing upright against a brick wall makes a photo full of blocks. Headlines are set conventionally and stacked, making complementary blocks.

Vertical Long-tail blouse, plunging V-neck, and a sweeping, fluid pose yield a beautifully sleek, top-to-bottom line, which is amplified by the daring, vertical nameplate. Bleeds carry your eye right off the cover.

Jeans

Blouse

Face

Design Ideas 2 of 8

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   3 of 8

The typewriter was an anomaly (A) Spacing twice after sentences began in the 19th century with the invention of the typewriter and its monospaced fonts. Characters in a monospaced font, like Courier above, have identical widths — an “M”, for example, takes the same space as an “i” or a period. (B) Back then, eyes accustomed to standard, propor-tional type felt that adding a space to differentiate sentences (called English spacing) would

make monospaced text more readable. This became the convention for typewritten text and was taught by generations of 20th-century instructors, which is why the practice lingers after the need is gone.

Typesetting One space or two spaces?

When typesetting, the rule is to use one space after a sentence. Here’s the short story why.

True typesetting For 600 years of publishing, typeset fonts, like Garamond, above, (or even natural handwriting) have been proportional. Each letter occupies the width it needs, so letters and spaces flow fluidly from one to the next, without spottiness, and read beautifully. Single spaces after sentences (called French spacing) sustain the word-to-word flow and are part of the design.

ab ijM12!;$?

But in a larger sense, we cannot dedicate, we cannot

consecrate, we cannot hallow this ground. The

brave men, living and dead, who struggled here have

consecrated it far above our poor power to add or

detract. The world will little note nor long remember

A

B

Letter widths are the same. Double space is the only differentiator.

First sentence. Second sentence.

Typewriting: Monospaced widths

abijM12!;$?

But in a larger sense, we cannot dedicate, we cannot consecrate, we cannot hallow this ground. The brave men, living and dead, who struggled here have consecrated it far above our poor power to add or detract. The world will little note nor long remember

Letter widths are proportional. Reading is fluid and rhythmic.

First sentence. Second sentence.

Typesetting: Proportional widths

Design Ideas 3 of 8

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   4 of 8

Design Ideas 4 of 8

Type Design skim-friendly headlines

Readers have more data to process than ever, so help your busy audience skim — cleverly. Create a secondary headline by emphasizing a few words.

Double duty (Above) Emphasizing two words creates a shorter, similar, headline —

“Changing Sacramento”— in contrasting white. This technique is useful for headlines seen at a distance (left). Emphasized words can also stand on their own. (Right) On Happy Cog’s site, four words from the mission statement are used as main navigation links; color and all caps ensure they stand out. Quick to skim, easy to understand.

Changing the face

of Sacramento

Changing the face

of SacramentoPlanning has been in progress for the past 20 months before it was finally unveiled last Friday to the Board of Directors. Texture and flasp net exating end the mist of it snooling. Spaff forl isn’t cubular but quastic, leam restart that can’t prebast thin. Silk, shast, lape and behast the thin leam.

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   5 of 8

Type Need a splashy graphic? Try a letter!

Oversize letters are good for drop caps, but gigantic letters can stand alone as eye-stopping billboards. They’re fun to design, too. The basic technique:

Big, bold letter You’ll need a super-bold or in some way dramatic typeface (try a giant script), upon which to place your words. A small graphic will add visual interest and provide the reader with some context. Place it atop the letter or off to one side (right). Note here that the letters are dark, type is light.

Big, bold number A zero is a great sales draw and makes a graphical bulls-eye, too! Centered lay-out draws your eye straight to the infor-mation. Overlapping the car adds size, depth, and a sense of expansiveness.

Design Ideas 5 of 8

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   6 of 8

50 issues in PDF on DVD

Type Blend those capital letters in

You know to use italics, not caps, for emphasis, but how do you handle pesky, uppercase acronyms? — caps are TOO BIG, but small caps are too small. Here’s what we do:

50 issues in PDF on DVDThe Before & After Master Collection DVD

Master Collection

NOW THROUGH MARCH 28

The manta ray (Manta birostris) is the largest species of the rays. It ranges throughout tropical waters of the world, typically around coral reefs. Mantas display curiosity around humans and swim among divers. Mantas breach the surface and launch into the air. Mantas feed on plankton, fish larvae and the like, filtered from the water passing through their gills as they swim. | Wikipedia

Manta rays frequent cleaning stations where small fish such as wrasse, remora (above), and angelfish swim in the manta’s gills and over its skin to feed, in the process cleaning it of parasites and dead tissue.

The Largest Rays

50 issues in PDF

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ann livingstoneat point west

10

12

DAD

6

1

2

3

4

57

8

9

11

(A) Full caps “PDF” and DVD” are too big next to lowercase letters. (B) Small caps True small caps* are the size of lowercase letters, which

in text blend beautifully but in headlines are too small. (C) Customize Our solution is to reduce full caps by about 15%.

June JUNE

50 issues in PDF on DVD

50 issues in PDF on DVD

50 issues in pdf on dvd

A

B

C

Correct weight Too thin

*Small caps are fine typesetting and are included in many high-end faces. True small caps (above, left) have the same height and weight as lowercase characters. False small caps (above, right) are the kind you make yourself by reducing full-size caps. This results in too-thin, mismatched letters. Our smaller-but-not-too-small method splits the difference.

Design Ideas 6 of 8

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   7 of 8

Typefaces

1 Giza Five Seven

2 Adobe Caslon Pro Regular

3 Typewriter Light

4 Adobe Garamond Regular

5 Frutiger Roman

6 Frutiger Black

7 Texas Hero

8 Giza Seven Seven

9 Giza Five Five

10 Franklin Gothic Book Compressed

11 Vectora LH 55 Roman

12 Utopia Regular

Images

13 (www.chicos.com)

Images: iStockphoto

14 (10031783)

15 (3790056)

16 (16310267)

17 (9916661)

18 (16016955)

Article resources

Colors

19 C0 M0 Y0 K60

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23 C0 M0 Y0 K100

abijMabijM

4 3 5

23

20

19

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21 22

50 issues in PDF on DVDThe Before & After Master Collection DVD

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NOW THROUGH MARCH 28

The manta ray (Manta birostris) is the largest species of the rays. It ranges throughout tropical waters of the world, typically around coral reefs. Mantas display curiosity around humans and swim among divers. Mantas breach the surface and launch into the air. Mantas feed on plankton, fish larvae and the like, filtered from the water passing through their gills as they swim. | Wikipedia

Manta rays frequent cleaning stations where small fish such as wrasse, remora (above), and angelfish swim in the manta’s gills and over its skin to feed, in the process cleaning it of parasites and dead tissue.

The Largest Rays

50 issues in PDF

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ann livingstoneat point west

10

12

DAD

6

1

2

3

4

57

8

9

11

13

6

6

1

1112

18

16

7 817 9 10

Changing the face

of SacramentoPlanning has been in progress for the past 20 months before it was finally unveiled last Friday to the Board of Directors. Texture and flasp net exating end the mist of it snooling. Spaff forl isn’t cubular but quastic, leam restart that can’t prebast thin. Silk, shast, lape and behast the thin leam.

15

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   8 of 8 | Printing formats

Before & After magazine Before & After has been sharing its practical approach to graphic design since 1990. Because our modern world has made designers of us all (ready or not), Before & After is dedicated to making graphic design understand-able, useful and even fun for everyone.

John McWade Publisher and creative directorGaye McWade Associate publisherDexter Mark Abellera Senior designer Before & After magazine323 Lincoln Street, Roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995E-mail mailbox@bamagazine.com www http://www.bamagazine.com

Copyright ©2011 Before & After magazine ISSN 1049-0035. All rights reserved

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eadlines are set conventionally and stacked, m

aking complem

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rtical Long-tail blouse, plunging V-neck, and a sw

eeping, fl uid pose yield a beautifully sleek, top-to-bottom

line, which is am

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eplate. Bleeds carry your eye right off the cover.

Jeans

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ub

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bove) Emphasizing tw

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ords creates a shorter, similar, headline —

“C

hanging Sacramento”—

in contrasting white.

This technique is useful for headlines seen at a distance (left). Em

phasized words can also

stand on their own. (R

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appy Cog’s

site, four words from

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ould m

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ritten text and was taught

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But in a larger sense, we cannot dedicate, we cannot

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detract. The world will little note nor long remember

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ith some context. P

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entered lay-out draw

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Share the love!

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14 (10031783)

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The m

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anta b

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es thro

ug

ho

ut

trop

ical waters o

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orld,

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tas feed o

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ikiped

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Manta rays freq

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all fish such

as wrasse, rem

ora (above),

and

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elfish sw

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anta’s gills an

d

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rocess cleanin

g

it of parasites an

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ead tissue.

The L

arg

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50 issues in PDF®

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irectors. Texture and flasp net exating end the m

ist of it snooling. Spaff forl isn’t cubular but quastic, leam restart

that can’t prebast thin. Silk, shast, lape and behast the thin leam.

15

Re

late

d a

rticles

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