typographic contrastAdding dynamism to text

contrast

• defines hierarchies

• gives emphasis

• adds semantics

• heightens interest

SIZE

• Big text catches attention

• Small text is for longer reading

style

• Use font styles for emphasis

typeface

• Use moods to mix typefaces

• Limit to 2-3 typefaces max

• Serif & sans-serif combinations

color

• Visually effective

• Hue, saturation, brightness

cases

• Upper-case letters are strong and commanding

• Upper-case letters lose the ascenders and descenders’ advantage

• Use only for acronyms, headings, and titles

The quicker-than-lightning brown furry fox jumped amazingly high over the fat stupid weird lazy dog.

THE QUICKER-THAN-LIGHTNING BROWN FURRY FOX JUMPED AMAZINGLY HIGH OVER THE FAT STUPID WEIRD LAZY DOG.

space

• Suggesting borders even when there aren’t any

• Logical groups, hierarchies of elements

• Organization and neatness