Typography Research

Typography is a tool that can add emotion to any form of medium. Drama and personality can easily be created by printed matter, making it more visually appealing to the intended audience. It can subconsciously embed the message in the mind of the reader and the editor who proposed it. Giving the text the optimum chance of possibility. Making it easier for the audience to understand the grasp of the intended connotation presented by the content of the medium.

The key elements of Typography include:

• Typeface: Typeface refers to a collection of symbols, characters, numbers and letters that share the same design however, this concept is different to the font. It is a the group of fonts that share similar features. Examples of a typeface include Baskerville, Helvetica and Garamond.

• Font: on the other hand, refers to a typeface that is set in a specific size, style and weight. For example, Baskerville Old Face Bold at 11 points is a font. A variation of font types are usually represented dependant on the type of media. Serif and sans serif are two categories that fit within this definition.
             
• Line Length: Often calculated as number of words or characters in a line, line length refers to distance occupied by a block of text located between the right and the left margin.

• Leading: Also known as line spacing, leading refers to the distance between baseline to baseline. A baseline is an imaginary line where the text (of a line) rests.

• Kerning: Kerning refers to spacing between individual characters or letters.
• Tracking: Also known as letter-spacing, tracking is almost the same as kerning but applied to a block of text, instead of individual letters.

In the construction of my magazine I intend to roughly stick to the typography conventions expected form this genre. However, some aspects will be different to the traditional design based on the younger audience; stereo-typically differs form the anticipated. I understand the impact a choice of typography design can have on an audience, therefore I will bare this in mind when targeting my consumers. Based on the younger market I will be addressing, I want to choose unusual, exciting textual deigns across the three pages of my magazine. Something that links to the traditional features of a regional magazine, yet uses the differences as a rejuvenation technique.  

It is important to remember the separation in text types. Each will commonly be used in varying circumstances to get the best development out of the font. 

How fonts are typically used in regional magazine editing:

Front Cover:

Masthead:

• Large font
• Use of the bold feature
• Serif lettering 
• Larger kerning than the rest of the page
• Usually upper case 
• First letter is usually the biggest 

Cover lines:

• Mixture of serif and sans serif
• Smaller text than the masthead, however the main cover line will be bigger than the rest
• Bold feature (depending on the font)
• No set typeface
• Leading and kerning are relatively small 
• Italic feature on certain elements 
• Use of numbers 
• Sentence case

Puffs/ Pugs:

• Slanted 
• Italic feature
• Elements are bold
• Serif font type 
• Small font size
• Compact leading and kerning 
• Outgoing/ attractive typeface
• Sentence case
• Important aspects in bold

Small print:

• Serif font 
• Small font size
• Often the same font as used elsewhere on the cover
• Use of numbers
• Sentence/ upper case 

Double page spread:

Heading:

• Serif font
• Largest font size on the page
• Bold feature 
• Sometimes italic 
• Sentence case 
• Medium kerning 

Subheading:

• Usually in serif depending on the content 
• Smaller text than the heading but bigger than the article text
• The font chose matched the heading 
• Bold feature to highlight importance 
• Italic feature to highlight importance 
• Small leading and kening 
• Sentence case 

Article:

• Either serif or sans serif depending on the space available
• Small leading and tracking  
• Sentence case
• Use of drop capitals 
• Bold or italic feature to highlight importance 

Pull quotes:

• Italic font 
• Large font
• Serif style
• Sentence case
• Use of bold to highlight important 

By line:

• Bold feature 
• Italic feature
• Serif font 
• Sentence case

Small print:

• Either serif or sans serif depending on the other design aspects
• Sentence/ upper case
• Small leading and kerning 
• Small font size 
• Use of numbers 

Cover page:

Heading:

• Serif font
• Largest font size on the page
• Bold feature 
• Sentence case 
• Medium kerning 

Small print:

• Either serif or sans serif depending on the other design aspects
• Sentence/ upper case
• Small leading and kerning 
• Small font size 
• Use of numbers