The following rules guiding the usage of typography are not set in stone, but are offered as guidelines as how to create text that is easily read and understood.
Font Usage Guidelines
Choose Appropriate Font – Fonts can convey feelings, attitudes and/or create associations that can either enhance, detract from or contravene your message or image. Make sure to choose a font (or typeface) that appropriately conveys the message or image you intend.
Limit the Number of Fonts in a Document – The general rule of thumb is use no more than two typefaces in a piece. Typically, a combination of a serif face for body text with a sans-serif heading (or vice versa) is all you need.
Use ALL CAPS Sparingly – All caps can be used in headers (1 to 3 lines of text) and to EMPHASIZE a word or phrase. Do NOT set lengthy blocks of body text in all caps because it becomes difficult to read. On the internet, using all caps is considered the equivalent of shouting.
Don’t Set Script Fonts in All Caps – Whether using a formal or informal script font, avoid designating words or lines of text in all caps because the words will be difficult to read or decipher.
Avoid Underlining: Use Bold or Italic Faces for Emphasis – Underlining text for emphasis is a convention from typewriter days. With a variety of bold weights and italic faces available, it is not necessary to use underlines to create emphasis. (Online, underlining typically indicates the text has been linked.)
One Space After a Period – Computer-set fonts use proportional letter spacing (i.e., a lowercase “i” uses less space than a lowercase “m”) unlike typewriters in which letters are monospaced (i.e., the spaces surrounding all letters are equal). Consequently, there is no need to follow the typewriter convention of adding two spaces following a period.
Avoid Reversing Thin Fonts – Light or thin fonts reversed against a background color (e.g., white against black) are problematic because they become difficult to read. Or, when printed, the ink may spread and fill-in the letterforms rendering the text illegible.
Avoid Repeated Hyphens on Right Edge of Justified Text – When setting justified text (i.e., letters aligned in a straight edge on both sides of a column of text), avoid having three or more lines end with hyphens. Multiple lines ending in hyphens makes the text more difficult to read and/or follow. Most graphics software programs allow the user to set preferences that will automatically space and hyphenate words to prevent excessive lines ending in hyphens.
Less Space Below Heading – Make sure the space below a heading is less than what’s above the heading to keep it closer to the body text it references, particularly when using multiple headings in a document. Equal-spaced headings can create confusion and make reading more difficult.
Know the Differences Between Dashes – Hyphens separate compound words (African-American) and indicate breaks in polysyllabic words across lines of text. An en-dash, typically the same width as the lowercase “n” in any given typeface, is used to separate dates and is a substitute for the word “to” (e.g., June 16, 2023 – June 18, 2023). An em-dash, typically the same width as the lower case “m” in any given typeface, is used to offset parenthetical clauses inserted into a sentence and/or to substitute for a semi-colon when adding exclamatory text at the end of a sentence — like this!
Include Punctuation Marks When Bolding or Italicizing Text – For example, the comma after “example”at the beginning of this sentence is italicized. And, note the bold period at the end of this sentence.
Decrease Leading When Setting Type for Headlines – By default, graphics software sets leading for text at 120% of the text size (e.g., text set at 10pts has 12pts of leading). For regular paragraphs of text, this spacing makes the text easy to read. However, when setting type at larger sizes (30pts or more), the default leading setting can create too much space between the lines of text. Most graphics and text-processing software allow the user to override the default setting in such instances to decrease the leading to make for better-looking and easier read lines of type.
If you have any questions about Typography, give us a call at 330-597-8560. We’re happy to help you get ready for your next trade show!
Used with permission from A Basic Font Primer by TH Design, Inc.
