Tips for Using Type for Print

Last week we talked about the importance of typography and some things to think about when choosing and using type on the Web. This week we’ll talk about various aspects of using type for print pieces.

• Leading

Leading (pronounced led•ing), also known as line spacing, refers to the space in between lines of text. The term dates back to the origin of the printing press where press operators would place strips of lead in between text blocks.

Having the correct amount of leading will improve the overall readability of large blocks of text by making it easier for readers to follow lines of text without losing their place. As a general rule in both print and online, the leading for reading text should be 125% of the font size. For example, if your text is set at 12 pts., your leading should be 15 pts. Yet it’s important to remember that fonts have varying heights and may require more or less leading.

• Measure

Measure refers to the width of a body of type. If your lines of text are too long, it can be easy for readers to lose their place and thus be intimidated. If your measure is too short, your column of text will appear ragged and unprofessional. A good general rule is that your measure should be 50 – 70 characters long, including spaces.

• Serif Fonts

Printed materials are still the best media to establish credibility because of their cost and tradition. Serifs are a large part of this tradition. They are effective today for the same reasons the Romans first invented them. Serif fonts have a more consistent baseline that allows viewers to read lengthy materials for longer periods. Also, since serifs add a bit of visual flare, individual characters are more recognizable, unique, and have been proven to increase retention.

• Avoid Centered Text

Using centered text creates a jagged and broken appearance to text that can be very disconnecting and can be viewed as amateurish in most cases. Centered text creates a ragged edge on both sides of a section of copy that can make it very difficult to read. While it might be acceptable to center headlines, its use in reading copy should be limited to decorative applications such as wedding invitations. If you do decide to use centered text, try to limit its use to sections of text that are three lines or shorter.

• Widows & Orphans

Whenever possible avoid widows and try not to leave orphans. A widow is a single word on a line by itself at the end of a paragraph with no one to love. Orphans are words or the last line of text of a paragraph that gets bumped to the top of the next column or page. The worst offender is an orphaned widow, which usually requires typographic counseling!

Is all this more than you ever wanted to know about type? Just remember this: The correct implementation of typography can greatly improve the effectiveness of your designs.