Helvetica is the most common font used in the modern age.

When dealing with type, there are 4 ways to describe whatever font you are dealing with.TerminologyTypeface can create certain moods and feelings simply by the shape and design of the text. Depending on a number of factors including the stroke, stress, spacing and thickens of the font will all play a factor in how that text is read and subsequently what feelings and moods are conjured up by the reader. Often typeface needs to reflects or enhance the particular image or article and this is achieved choosing a font that contains features reminiscent of the source material. For example, Benton Modern typeface might evoke a sense of professionalism while Comic Sans might evoke a relaxed feeling.

Serif & Sans comparison
There are 4 styles of Serif fonts & 2 styles of Sans Serif fonts

Whenever I see the 20th Century Fox or Nike logos, they evoke feelings of grandeur and quality. Regardless of how many bad movies or products they put out, I have a Pavlovian response from seeing them everywhere throughout my life.

I find I frequently use Times New Roman as my default font when I’m typing or generally working with text on the computer. It is a professional and very clean Serif font that is reminiscent of old type writers and news papers.

Times New Roman
Times New Roman was designed by Stanley Morison in Britain after he was hired by the Times of London to create a new text font. Stanley Morison lead and supervised the project while the in house advertising artist, Victor Larent drew the actual letter forms.

Before watching the Helvetica film I only had a slight idea of the impact that fonts had on me. Now the picture is much clearer and I now understand exactly how text can and does effects me and everyone else. Typography is a lot more complex and important for making everyday life easier to manage then I had realized. Now I put a lot more thought into the many fonts I see throughout the day and I’ve discovered that much of the type in my practical life are just different variants of the same Sans Serif font.

Classifications & Variations
The majority of text used in modern designs are simply variants of these 6 font types.

Modern day standard type size for Print is 9-12pt (points) for the Body and 14pt or more for the Headings and Sub Headings.

Legibility Tips:

  • Line Spacing and Leading: The space between the lines of text, usually
  • Column width (line length): 7-10 words per line/40-65 or 70 characters per line
  • Kerning: Space between words, used to fix orphans and widows.

Pairing Type with by 3 methods:

  1. Concord: Pairing by using the same family that each have their own defining characteristics.
  2. Contrast: Completely difference in font families, visually different
    7 types of contrast: Direction/Color-Size/Weight/Form/Structure-Texture
    bonus 3 types are: Isolation/imagery/non-alphabetical
  3. Conflict: When font families don’t work together, usually because they look too similar

Measuring Type is done in points (pt) and Measuring pages is done in Pica’s (p):

  • 12pt = 1 p & 1 inch = 1p
  • Pica’s = inch x 6 (8.5″ x 11″ = 51p x 66p)
  • Pica’s = pt /12 (18pt / 12 = 1p6)


Em dash(—)  Shift + Option + –

En dash(–)  Option + –

Open Quotation Mark(“) Option + [

Close Quotation Mark(”) Option + Shift + [



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