Typography
Legibility
Small text is easier to read as Serif
Sans Serif is used more in titles
Serif vs Sans Serif
Serif -reads best at small sizes complimentary
Font Variance
Too many confuse the reader
"Too many fonts spoil the design'
***2 fonts***
Fonts that are too similar cause ambiguity
Use upper and lower case letters for optimum clarity
NOT ALL CAPITAL LETTERS -unless titles, headlines etc.
Alignment
Left alignment reads easiest -eye flow as moves down page
center alignment is more dramatic
Want to have even rags
Emphasis
1 Italics
2 Bold
3 Size
4 Color
5 Typestyle Change
Integrity
Avoid Stretching of distorting type
Weight
Strive for a sense of balance
Kerning
Space between letters
Tracking
Applied to entire word
Large Text Blocks: Rags
Want closer to flat line at end of text
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