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▸ Serif vs. Sans Serif

▸ “Serif Font”
▸ Tend to feel more old fashioned or elegant

▸ Used in industry for Body text

▸ “Serifs”
▸ Are the small finishing strokes on the end of a character
S
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S
▸ “Sans Serif Font”
▸ Tend to feel more modern

▸ Don’t have these small finishing strokes

▸ Used in industry for Headline text

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▸ Serif vs. Sans Serif

▸ It is very important in design to:
▸ Use only 2 different font types

▸ Use the proper combination of font types in order to

create harmony in the design S
‣ Some text and typefaces have both serif or sans serif font options.
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‣ Good vs. Bad Fonts
‣ Typography has a personality
‣ Font choices can make or break your message
‣ Choose a font style that best represents and compliments your business or
message
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‣ Good vs. Bad Fonts
‣ Does the font style complement the message?
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INTRO TO TYPOGRAPHY
‣ Good vs. Bad Fonts
‣ Does the font style complement the message?
TV & VIDEO PRODUCTION

INTRO TO TYPOGRAPHY
‣ Good vs. Bad Fonts
‣ Does the font style complement the message?
TV & VIDEO PRODUCTION

INTRO TO TYPOGRAPHY
‣ Good vs. Bad Fonts
‣ Does the font style complement the message?
TV & VIDEO PRODUCTION

INTRO TO TYPOGRAPHY
‣ Good vs. Bad Fonts
‣ Does the font style complement the message?
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INTRO TO TYPOGRAPHY
‣ Good vs. Bad Fonts
‣ Does the font style complement the message?
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‣ When choosing Fonts for a design you should ask...
‣ What message are you trying to send?
‣ Who is your audience?
‣ CONSIDER: Age, Income, Level of Education, Attention Span!
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‣ Choosing Fonts for a design
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‣ Only you can prevent visual confusion by designing with…
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‣ Use font effects sparingly!
‣ You can create visual confusion by going overboard with gradients, shadows,
special effects, or layer styles.
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Sources:

“23 Really Bad Font Choices,” Douglas Bonneville, Dec. 10, 2009
http://webdesign.tutsplus.com/articles/design-theory/using-white-space-ornegative-
space-in-your-designs/