Print Medium

Print Medium
Print Medium

Print Medium

• Advantages & Limitations

• Typography
• Readability
• Layout
Print Medium

Advantages of
the Print Medium
• Advance Organizer
• Participation Tool
• Summarizing
• Easily Integrated
• Detailed Information
• Continuity
Print Medium

Limitations of Print

• Time to produce
• Can be expensive
• Distracting
• No motion
Print Medium

Typography
• TYPOGRAPHY: the art of
selecting and arranging
type in various graphic
designs to obtain
particular effects.
“...the typeface is the medium and the
words set into print are the message...”
Marshall McLuhan
Print Medium

Typography Definitions
• Family – all of the variations of a
particular typeface.
• Typeface – uniquely designed styles
and shapes of letters, numbers, and
other marks.
Helvetica – Times – Chicago
• Font – variation of a specific typeface
Helvetica Bold 28
pt., Helvetica Bold 20 pt.
Print Medium

Typography Definitions
• Weight – e.g. light, condensed,
bold, medium condensed, regular,
bold italic . . .
Times Regular Italic – Chicago Bold
• Size – height in points (72/in.)
Helvetica 28 pt. – Helvetica 18 pt.
• Style – descriptive aspects of
type italic - bold - shadow - underline
Print Medium

Typography Definitions
• Shapes – uppercase, lowercase, numerals,
punctuation marks . . . A a œ  ƒ ® † ¥ ¨ˆø š å ß 12345 !
@#$%

• Serif – short cross-line at the ends of letters. . . “R”

• San Serif – without the short cross-line at end of

letters. . . “R”
Print Medium

Anatomy of Type
Ascender x-height

Size

Counter
D design }
Baseline Serif Descender
Print Medium

Typography Definitions
Justification
This is an This is an This is an This is an
example of example of example of example of
text left text text right text justified
justified in a centered in justified in a right and left
paragraph. a paragraph. paragraph. in a
paragraph.
This is This is This may
commonly commonly be called This is most
called called ragged left. commonly
ragged centered . called
right. justified text.
Print Medium

Typography Definitions

• Leading
the spacing between lines
• Kerning
the spacing between letters
• Tracking
the spacing between words
Print Medium

Factors Influencing
Readability
• Style: keep simple
• Font: suitability of font to content
• Size: titles (18 & up) / text (10-12)
• Line: keep narrow and short
• Spacing: avoid crowding:
words/letters/lines
• Contrast: more is better
• Unity: overall balance, type = content
• Layout: pleasing to the eye–KISS
Print Medium

Layout
Rule of Thirds
Print Medium

Layout
• What is the Grid?
The grid is the skeletal
understructure that
gives cohesiveness to
a visual design.
• Why use a Grid?
To organize simple or
complex material
quickly.
Print Medium

Print Medium

• Advantages &
Limitations
• Typography
• Readability
• Layout