unit 12

• Text - is a simple and flexible format of presenting information or conveying ideas whether hand-written, printed or displayed on-screen. Text is very powerful as well in disseminating information, providing direction and giving suggestions.
• Formal text-based - materials are created and distributed by established institutions (such as publishing companies, news agencies, etc.) and go through a rigorous process of editing or evaluation and are usually governed by censorship of the state.
• Informal text-based - materials, on the other hand, come from personal opinions or views on different issues, processes, etc.
• Typeface (also called font, font type, or type) – refers to the representation or style of a text in the digital format.
• Serif – connotes formality and readability in large amount of texts. This font is usually used for the body text of books, newspapers, magazines, and research publication.
• When fonts are installed in the computer, they usually come in file formats such as True Type Font (.ttf), Open Type Font (.otf), etc.
• Serif fonts - also give a classic or elegant look when used for title or heading.
• Serif - Ex: Times New Roman, Garamond, Baskerville
• Sans Serif – brings a clean or minimalist look to the text. This font is used for clear and direct meaning of text such as road signage, building directory, or nutrition facts in food packages
• sans serif fonts give a modern look and is used primarily in webpage design.
• Sans Serif - Ex: Arial, Helvetica, Tahoma, Verdana, Calibri
• Slab Serif – carries a solid or heavy look to text. This font can be used for large advertising sign on billboards.
• Slab Serif - Ex: Rockwell, Playbill, Blackoak
• Script – draws much attention to itself because its brushlike strokes. This must be used sparingly and not to be used in large body text. This font is usually used in wedding invitation cards or other formal events.
• Script - Ex: Edwardian, Vladimir, Kuenstler
• Decorative – display or decorative caters to a wide variety of emotions (such as celebration, fear, horror, etc.) or themes (such as cowboys, circus, holidays, summer, kiddie, etc.)
• Decorative - Ex: Chiller, Jokerman, Curlz MT
• Emphasis - refers to the importance or value given to a part of the text-based content. When trying to make a point or highlighting a message, you can make the text bold, italicized, have a heavier weight, darkened or lightened (depending on your background color) or enlarged.
• Appropriateness - refers to how fitting or suitable the text is used for a specific audience, purpose or event.
• Proximity - refers to how near or how far are the text elements from each other.
• Alignment - refers to how the text is positioned in the page. This can be left, right, center or justified.
• Organization - refers to a conscious effort to organize the different text elements in a page.
• Repetition – concerns consistency of elements and the unity of the entire design. Repetition encourages the use of repeating some typefaces within the page.
• Contrast – creates visual interest to text elements. Contrast is achieved when two elements are different from each other.