Type Speaking

Taking care of the facial expression of your publications

Qingjiang Yao, Ph.D.

Department of Communication Studies, FHSU
The Power of Type
 Influencing
Readability
 Showing personality – which doctor do you trust more?
Why?
What type of city is this newspaper
published in?

The City Daily

The City Daily
The City Daily
The City Daily
The City Daily
Compare the Types
A Little Bit Theory--Framing

 Everything is framed

 Journalism major framing devices: sources, wording,

typography…
 Why type speaks more effectively?– it is unexpected
Learn to Use Type
 Typefaces
 Type styles
Study Other Newspaper’s
Typography

 www.identifont.com can
help you to find out the
fonts
Final Suggestions

 Limit the number of typefaces

 Restrain from tempting to use fancy typefaces

 Use serif and sans serif type appropriately

 Choosing typefaces that reflect the mood or quality of the

product (coordinate reporter, copy editors, and page designers)