Dont indent the first para-graph. Indentation are used to let the reader know when paragraphs end and begin. Our eyes are trained to start in the top left corner, your reader will automatically begin at the first paragraph. Only use one space between sentences. The use of a double space after a period arose with the use of the typewriter in order to make monospaced type easier to read. We no longer use typewriters, so theres no need type like we do. Always set type using a clean rag to avoid awkward shapes and create a harmonious rhythm. Hyphenation is a good way to produce a clean rag but should be utilized sparesly. Never use hyphens at the end of thr-ee consecutive lines. Short headlines are bet-ter than long ones. Long headlines, especially when set in DOOFDSVDUHGLIFXOWWRUHDG Decorative script typefaces should not be set in caps either. Script typefaceS are meant to be connected andwhen Set in capS, they appear diS-
jointed and illegible. Limit yourself to three or less fonts to a page, more is dis-tracting. Only use display fonts for titles, never for body copy. Its highly
illegible when used en masse. and never set copy in yellow unless it is against a dark back-ground. Its just plain hard to read. DONT TYpe IN aLL CapS aLL T-He TIMe. ITS ALSO HARD TO READ WHeN YOU DO USe CapS, use small caps. Its less disrupti-ve wouldn't you agree? 123456789. The same goes for using old style rather than lining numerals, 123456789; they follow th-e flow of the text and don't assault the reader. Always remember to add letter spacing to a line of capitalized text or when using a condensed family so your characters can breathe. Ahhhhhh, much bet ter. -Know your symbols! Apostrophes and primes are different and should not be confused. Primes ('), used in fields s u c h a s m a t h e m a t i c s a n d s c i e n c e , a r e u s e d w i t h n u m b e r s . A p o s t r o p h e s ( ) are curved and used with grammar. There are three kinds of dashes, a hy-phen (-), an en dash () and an em dash (). Hyphens break up words such as in run-of-the-mill, en dashes are used instead of the word "to" in cases like 1914present and em dashes indicate a break in thought 3 periods
in succession is not an ellipses... This is an ellipses See the difference? Leading is a realative measurement and changes with each typeface you choose. Always change the leading manually, do not rely on the preset measurements given by inDesign. There are many factors to take into account when choosing your leading: typeface, size, weight, measure, wordspacing, etcetera. The longer the measure the more leading you will need. and the smaller the size the more leading you will need. A good rule of thumb is to set leading three points above the type size. Leading also affects the color of the text, rather the density. When sett in g copy in a l ayout, u se a good me a su re. Dont sp an you r text all the w ay ac ro s s the p a ge in a block. The readers eyes will tire more quickly reading a long string of text It also makes it more difficult to find the beginning of the next line. "Quotation marks should hang outside the body of text. By doing this, your body copy will maintain its shape and alignment straight."
White space is your friend. Never leave widows dan-gling by their lonesome at the bottom of a paragraph or leave orphans all alone at the top of the next page. Words dont like to be alone!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Keep one consistant kind of emphasis throughout your writing.
While italics are thought to be the most appropriate, other forms include caps, bold, size color,
underline or a different typeface. NEVER USE COMIC SANS. OR
4 // International Typographic // I: 1 . V:1
The origins of italics date back to when only the most
dignified and well educat-ed possessed the ability
to communicate with the written word. The year was
1495 when the prominent typographer Aldus Manutius
opened his Venice business to work as an editor. His
type designer Francesco Griffo developed the first
version of italic type to emulate the cursive writing
that had become popular among higher education
and the upper class. Al-though many critics have
argued that Griffos type design was less of a true
italic typeface and more simply a slanted Roman,
his original design marks an important stepping stone
towards the development of the italic typeface. This new
typographic style proved to be a powerful marketing
tool as it appealed directly to the tastes of the intended
upper-class audience and served to help sell many of
the books produced through Manutius shop.
After the creation of the italic typeface, entire books began to be printed in
the slanted text until the year 1550 when the type style began to serve in
its modern use as a special-function type. Today we use italics for a variety
of reasons ranging from the formal to the informal. NATIONAL TYPOGRAPHIC
has identified the 8 primary uses for the italic typeface as the following:
ITALICS IN DESIGN
Although italics have many technical uses in modern writing, the distinctive
typeface also plays a central part in typographical design. The flicking serifs,
curving descenders and slanting angles drive italic fonts hurried and formal
nature that can be easily applied to alter the feeling of a title treatment
or selection of body copy. To separate articles from other important words in
titles and headlines, the use of italics for words such as the or of can distin-
guish them from the more meaningful words and complement the primary
typeface (ex 1.1). For sans serif fonts, the use of italics can add a holistic
aspect to a line of copy, causing the text to read as a single form (ex 1.2).
Affecting a reader on both the con-scious and unconscious levels, itali-
cized typefaces can be used affectively to provoke excitement and immediacy
when displayed on promotional de-sign such as packaging or advertising
(ex 1.3). Trends in typography have affected the popularity of specific
typefaces but the tasteful use of italics has proven to function as a timeless
solution to adding an element of the past in modern design.
Most notably, italics influence a
viewer by adding a sense of movement
and liveliness to the written word.
Provide emphasis in running Roman text. The boy managed to eat not three, but four helpings at supper.
To denote titles Thomas Friedmans book Hot, Flat, and Crowded presents a
dire look the worlds future.
When displaying quotesA budget tells us what we cant afford, but it doesnt keep us from buying it William Feather
Foreign words used in a sentence The Spanish word manaa translates in English as tomorrow.
Foreign words or phrases not considered fully part of the English language
I have a terrible feeling of dj vu.
When citing English words without single quotes I enjoy using the word plethora in my analytical essays.
Names of vehicles The Enola Gay was the WWII bomber that changed the course
of the war.
Technical jargon for specific disciplines such as Biology or Law The name Homo erectus refers to an extinct species of
hominid that originated in Africa.
The U.S. Supreme Court case Roe v. Wade was a controversial decision regarding the issue of abortion.