| 53 |
Get Expressive with Your Typography |
In 1955 Beatrice Warde, an American communicator on typography, published a series of essays entitled The Crystal Goblet in which she wrote, “People who love ideas must have a love of words. They will take a vivid interest in the clothes that words wear.” And with that proposition Warde introduced the idea that just as we judge someone based on the clothes they are wearing, so we make judgements about text based on the typefaces in which it is set.
Beatrice Warde. ©1970 Monotype Imaging Inc.
Choosing the same typeface as everyone else, especially if you’re trying to make a statement, is like turning up to a party in the same dress; to a meeting in the same suit, shirt and tie; or to a craft ale dispensary in the same plaid shirt and turned-up skinny jeans.
But there’s more to your choice of typeface than simply making an impression. In 2012 Jon Tan wrote on 24 ways about a scientific study called “The Aesthetics of Reading” which concluded that “good quality typography is responsible for greater engagement during reading and thus induces a good mood.”
Furthermore, at this year’s Ampersand conference Sarah Hyndman, an expert in multisensory typography, discussed how typefaces can communicate with our subconscious. Sarah showed that different fonts could have an effect on how food tasted. A rounded font placed near a bowl of jellybeans would make them taste sweeter, and a jagged angular font would make them taste more sour.
The quality of your typography can therefore affect the mood of your reader, and your font choice directly affect the senses. This means you can manipulate the way people feel. You can change their emotional state through type alone. Now that’s a real superpower!
The effects of your body text design choices are measurable but subtle. If you really want to have an impact you need to think big. Literally. Display text and headings are your attention grabbers. They are your chance to interrupt, introduce and seduce.
Display text and headings set the scene and draw people in. Text set large creates an image that visitors see before they read, and that’s your chance to choose a typeface that immediately expresses what the text, and indeed the entire website, stands for. What expectations of the text do you want to set up? Youthful enthusiasm? Businesslike? Cutting-edge? Hipster? Sensible and secure? Fun and informal? Authoritarian?
Typography conveys much more than just information. It imparts feeling, emotion and sentiment, and arouses preconceived ideas of trust, tone and content. Think about taking advantage of this by introducing impactful, expressive typography to your designs on the web. You can alter the way your reader feels, so what emotion do you want to provoke?
Maybe you want them to feel inspired like this stop smoking campaign:
helsenorge.no
Perhaps they should be moved and intrigued, as with Makeshift magazine:
mkshft.org
Or calmly reassured:
www.cleopatra-marina.gr
Fonts also tap into the complex library of associations that we’ve been accumulating in our brains all of our lives. You build up these associations every time you see a font from the context that you see it in. All of us associate certain letterforms with topics, times and places.
Retiro is obviously Spanish:
Retiro by Typofonderie
Bodoni and Eurostile used in this menu couldn’t be much more Italian:
Bodoni and Eurostile, both designed in Italy
To me, Clarendon gives a sense of the 1960s and 1970s. I’m not sure if that’s what Costa was going for, but that’s what it means to me:
Costa coffee flier
And Knockout and Gotham really couldn’t be much more American:
Knockout and Gotham by Hoefler & Co
When it comes to choosing your display typeface, the type designer Christian Schwartz says there are two kinds. First are the workhorse typefaces that will do whatever you want them to do. Helvetica, Proxima Nova and Futura are good examples. These fonts can be shaped in many different ways, but this also means they are found everywhere and take great skill and practice to work with in a unique and striking manner.
The second kind of typeface is one that does most of the work for you. Like finely tailored clothing, it’s the detail in the design that adds interest.
Setting headings in Bree rather than Helvetica makes a big difference to the tone of the article
Such typefaces carry much more inherent character, but are also less malleable and harder to adapt to different contexts. Good examples are Marr Sans, FS Clerkenwell, Strangelove and Bree.
Push the boat out
Remember, all type can have an effect on the reader. Take advantage of that and allow your type to have its own vernacular and impact. Be expressive with your type. Don’t be too reverential, dogmatic – or ordinary. Be brave and push a few boundaries.
Adapted from Web Typography a book in progress by Richard Rutter. |
2015 |
Richard Rutter |
richardrutter |
2015-12-04T00:00:00+00:00 |
https://24ways.org/2015/get-expressive-with-your-typography/ |
design |
| 141 |
Compose to a Vertical Rhythm |
“Space in typography is like time in music. It is infinitely divisible, but a few proportional intervals can be much more useful than a limitless choice of arbitrary quantities.” So says the typographer Robert Bringhurst, and just as regular use of time provides rhythm in music, so regular use of space provides rhythm in typography, and without rhythm the listener, or the reader, becomes disorientated and lost.
On the Web, vertical rhythm – the spacing and arrangement of text as the reader descends the page – is contributed to by three factors: font size, line height and margin or padding. All of these factors must calculated with care in order that the rhythm is maintained.
The basic unit of vertical space is line height. Establishing a suitable line height that can be applied to all text on the page, be it heading, body copy or sidenote, is the key to a solid dependable vertical rhythm, which will engage and guide the reader down the page. To see this in action, I’ve created an example with headings, footnotes and sidenotes.
Establishing a suitable line height
The easiest place to begin determining a basic line height unit is with the font size of the body copy. For the example I’ve chosen 12px. To ensure readability the body text will almost certainly need some leading, that is to say spacing between the lines. A line-height of 1.5em would give 6px spacing between the lines of body copy. This will create a total line height of 18px, which becomes our basic unit. Here’s the CSS to get us to this point:
body {
font-size: 75%;
}
html>body {
font-size: 12px;
}
p {
line-height 1.5em;
}
There are many ways to size text in CSS and the above approach provides and accessible method of achieving the pixel-precision solid typography requires. By way of explanation, the first font-size reduces the body text from the 16px default (common to most browsers and OS set-ups) down to the 12px we require. This rule is primarily there for Internet Explorer 6 and below on Windows: the percentage value means that the text will scale predictably should a user bump the text size up or down. The second font-size sets the text size specifically and is ignored by IE6, but used by Firefox, Safari, IE7, Opera and other modern browsers which allow users to resize text sized in pixels.
Spacing between paragraphs
With our rhythmic unit set at 18px we need to ensure that it is maintained throughout the body copy. A common place to lose the rhythm is the gaps set between margins. The default treatment by web browsers of paragraphs is to insert a top- and bottom-margin of 1em. In our case this would give a spacing between the paragraphs of 12px and hence throw the text out of rhythm. If the rhythm of the page is to be maintained, the spacing of paragraphs should be related to the basic line height unit. This is achieved simply by setting top- and bottom-margins equal to the line height.
In order that typographic integrity is maintained when text is resized by the user we must use ems for all our vertical measurements, including line-height, padding and margins.
p {
font-size:1em;
margin-top: 1.5em;
margin-bottom: 1.5em;
}
Browsers set margins on all block-level elements (such as headings, lists and blockquotes) so a way of ensuring that typographic attention is paid to all such elements is to reset the margins at the beginning of your style sheet. You could use a rule such as:
body,div,dl,dt,dd,ul,ol,li,h1,h2,h3,h4,h5,h6,pre,form,fieldset,p,blockquote,th,td {
margin:0;
padding:0;
}
Alternatively you could look into using the Yahoo! UI Reset style sheet which removes most default styling, so providing a solid foundation upon which you can explicitly declare your design intentions.
Variations in text size
When there is a change in text size, perhaps with a heading or sidenotes, the differing text should also take up a multiple of the basic leading. This means that, in our example, every diversion from the basic text size should take up multiples of 18px. This can be accomplished by adjusting the line-height and margin accordingly, as described following.
Headings
Subheadings in the example page are set to 14px. In order that the height of each line is 18px, the line-height should be set to 18 ÷ 14 = 1.286. Similarly the margins above and below the heading must be adjusted to fit. The temptation is to set heading margins to a simple 1em, but in order to maintain the rhythm, the top and bottom margins should be set at 1.286em so that the spacing is equal to the full 18px unit.
h2 {
font-size:1.1667em;
line-height: 1.286em;
margin-top: 1.286em;
margin-bottom: 1.286em;
}
One can also set asymmetrical margins for headings, provided the margins combine to be multiples of the basic line height. In our example, a top margin of 1½ lines is combined with a bottom margin of half a line as follows:
h2 {
font-size:1.1667em;
line-height: 1.286em;
margin-top: 1.929em;
margin-bottom: 0.643em;
}
Also in our example, the main heading is given a text size of 18px, therefore the line-height has been set to 1em, as has the margin:
h1 {
font-size:1.5em;
line-height: 1em;
margin-top: 0;
margin-bottom: 1em;
}
Sidenotes
Sidenotes (and other supplementary material) are often set at a smaller size to the basic text. To keep the rhythm, this smaller text should still line up with body copy, so a calculation similar to that for headings is required. In our example, the sidenotes are set at 10px and so their line-height must be increased to 18 ÷ 10 = 1.8.
.sidenote {
font-size:0.8333em;
line-height:1.8em;
}
Borders
One additional point where vertical rhythm is often lost is with the introduction of horizontal borders. These effectively act as shims pushing the subsequent text downwards, so a two pixel horizontal border will throw out the vertical rhythm by two pixels. A way around this is to specify horizontal lines using background images or, as in our example, specify the width of the border in ems and adjust the padding to take up the slack.
The design of the footnote in our example requires a 1px horizontal border. The footnote contains 12px text, so 1px in ems is 1 ÷ 12 = 0.0833. I have added a margin of 1½ lines above the border (1.5 × 18 ÷ 12 = 2.5ems), so to maintain the rhythm the border + padding must equal a ½ (9px). We know the border is set to 1px, so the padding must be set to 8px. To specify this in ems we use the familiar calculation: 8 ÷ 12 = 0.667.
Hit me with your rhythm stick
Composing to a vertical rhythm helps engage and guide the reader down the page, but it takes typographic discipline to do so. It may seem like a lot of fiddly maths is involved (a few divisions and multiplications never hurt anyone) but good type setting is all about numbers, and it is this attention to detail which is the key to success. |
2006 |
Richard Rutter |
richardrutter |
2006-12-12T00:00:00+00:00 |
https://24ways.org/2006/compose-to-a-vertical-rhythm/ |
design |
| 146 |
Increase Your Font Stacks With Font Matrix |
Web pages built in plain old HTML and CSS are displayed using only the fonts installed on users’ computers (@font-face implementations excepted). To enable this, CSS provides the font-family property for specifying fonts in order of preference (often known as a font stack). For example:
h1 {font-family: 'Egyptienne F', Cambria, Georgia, serif}
So in the above rule, headings will be displayed in Egyptienne F. If Egyptienne F is not available then Cambria will be used, failing that Georgia or the final fallback default serif font. This everyday bit of CSS will be common knowledge among all 24 ways readers.
It is also a commonly held belief that the only fonts we can rely on being installed on users’ computers are the core web fonts of Arial, Times New Roman, Verdana, Georgia and friends. But is that really true?
If you look in the fonts folder of your computer, or even your Mum’s computer, then you are likely to find a whole load of fonts besides the core ones. This is because many software packages automatically install extra typefaces. For example, Office 2003 installs over 100 additional fonts. Admittedly not all of these fonts are particularly refined, and not all are suitable for the Web. However they still do increase your options.
The Matrix
I have put together a matrix of (western) fonts showing which are installed with Mac and Windows operating systems, which are installed with various versions of Microsoft Office, and which are installed with Adobe Creative Suite.
The matrix is available for download as an Excel file and as a CSV. There are no readily available statistics regarding the penetration of Office or Creative Suite, but you can probably take an educated guess based on your knowledge of your readers.
The idea of the matrix is that use can use it to help construct your font stack. First of all pick the font you’d really like for your text – this doesn’t have to be in the matrix. Then pick the generic family (serif, sans-serif, cursive, fantasy or monospace) and a font from each of the operating systems. Then pick any suitable fonts from the Office and Creative Suite lists.
For example, you may decide your headings should be in the increasingly ubiquitous Clarendon. This is a serif type face. At OS-level the most similar is arguably Georgia. Adobe CS2 comes with Century Old Style which has a similar feel. Century Schoolbook is similar too, and is installed with all versions of Office. Based on this your font stack becomes:
font-family: 'Clarendon Std', 'Century Old Style Std', 'Century Schoolbook', Georgia, serif
Note the ‘Std’ suffix indicating a ‘standard’ OpenType file, which will normally be your best bet for more esoteric fonts.
I’m not suggesting the process of choosing suitable fonts is an easy one. Firstly there are nearly two hundred fonts in the matrix, so learning what each font looks like is tricky and potentially time consuming (if you haven’t got all the fonts installed on a machine to hand you’ll be doing a lot of Googling for previews). And it’s not just as simple as choosing fonts that look similar or have related typographic backgrounds, they need to have similar metrics as well, This is especially true in terms of x-height which gives an indication of how big or small a font looks.
Over to You
The main point of all this is that there are potentially more fonts to consider than is generally accepted, so branch out a little (carefully and tastefully) and bring a little variety to sites out there. If you come up with any novel font stacks based on this approach, please do blog them (tagged as per the footer) and at some point they could all be combined in one place for everyone to consider.
Appendix
What about Linux?
The only operating systems in the matrix are those from Microsoft and Apple. For completeness, Linux operating systems should be included too, although these are many and varied and very much in a minority, so I omitted them for time being. For the record, some Linux distributions come packaged with Microsoft’s core fonts. Others use the Vera family, and others use the Liberation family which comprises fonts metrically identical to Times New Roman and Arial.
Sources
The sources of font information for the matrix are as follows:
Windows XP SP2
Windows Vista
Office 2003
Office 2007
Mac OSX Tiger
Mac OSX Leopard (scroll down two thirds)
Office 2004 (Mac) by inspecting my Microsoft Office 2004/Office/Fonts folder
Office 2008 (Mac) is expected to be as Office 2004 with the addition of the Vista ClearType fonts
Creative Suite 2 (see pdf link in first comment)
Creative Suite 3 |
2007 |
Richard Rutter |
richardrutter |
2007-12-17T00:00:00+00:00 |
https://24ways.org/2007/increase-your-font-stacks-with-font-matrix/ |
design |
| 330 |
An Explanation of Ems |
Ems are so-called because they are thought to approximate the size of an uppercase letter M (and so are pronounced emm), although 1em is actually significantly larger than this. The typographer Robert Bringhurst describes the em thus:
The em is a sliding measure. One em is a distance equal to the type size. In 6 point type, an em is 6 points; in 12 point type an em is 12 points and in 60 point type an em is 60 points. Thus a one em space is proportionately the same in any size.
To illustrate this principle in terms of CSS, consider these styles:
#box1 {
font-size: 12px;
width: 1em;
height: 1em;
border:1px solid black;
}
#box2 {
font-size: 60px;
width: 1em;
height: 1em;
border: 1px solid black;
}
These styles will render like:
M
and
M
Note that both boxes have a height and width of 1em but because they have different font sizes, one box is bigger than the other. Box 1 has a font-size of 12px so its width and height is also 12px; similarly the text of box 2 is set to 60px and so its width and height are also 60px. |
2005 |
Richard Rutter |
richardrutter |
2005-12-02T00:00:00+00:00 |
https://24ways.org/2005/an-explanation-of-ems/ |
design |