file formats such as True Type Font
Media and Various Way
(.tff), Open Type Font (.otf), etc.
of Delivery
Text Information
and Media
What is
Text? Types of
Typefaces
Any “human-readable sequence of
characters” that can form intelligible
words.
Serif – Connotes formality and
A simple and flexible format of
readability in large number of
presenting information or conveying
texts. This font is usually used for
ideas whether hand-written, printed
the body text of books,
or displayed on-screen.
newspapers, magazines, and
Text is very powerful as well in
research publication. Also, serif
disseminating information, providing
fonts give a classic or elegant
direction and giving suggestions.
look when used for title or
heading.
Types of
o Times New Roman
Text
o Garamond
o Georgia
Formal text-based materials are
created and distributed by Sans-Serif – Brings a clean or
established institutions (such as minimalist look to the text. This
publishing companies, news agencies, font is used for clear and direct
etc.) and go through a rigorous meaning of text such as road
process of editing or evaluation and signage, building directory or
are usually governed by censorship of nutrition facts in food packages.
the state. (News articles, published Also, sans serif gives a modern
books, newspapers, magazines, look and is used primarily in
advertisements, research works, etc.) webpage design.
o Tahoma
Informal text-based materials, on o Arial Black
the other hand, comes from personal o Verdana
opinions or views on different issues, o Calibri
processes, etc. (blogs, personal e-
mails, SMS or text messages, online Slab Serif – Carries a solid or
messengers, social media platforms, heavy look to text. This font can
etc. be used for large advertising sign
on billboards.
o Arial Black
Typeface
o Rockwel
Script – Draws much attention to
(Also called font, fonr type, or type)
itself because of its brush-like
refers to the representation or style of
strokes. This must be used
a text in the digital format.
sparingly and not to be used in
A typeface is usually comprised of
large body text. This font is
alphabets, numbers, punctuation
usually used in wedding invitation
marks, symbols and other special
cards or other formal events.
characters. When fonts are installed
o Edward Script
in the computer, they usually come in
o Lucida Calligraphy
Display or Decorative – Caters 3. Proximity – Refers to how near or
to a wide variety of emotions how far are the text elements from
(such as celebration, fear, horror, each other. When two things are
etc.) or themes (such as cowboys, closely related, we bring them close
circus, holidays, summer, kiddie, together. Otherwise, we put text
etc.) elements far from each other. For
o Jokerman example, the main title and subtitle
o
Design
Principles and
Elements
1. Emphasis – Refers to the importance
or value given to a part of the text- are usually placed close to each
based content. When trying to make a other.
point or highlighting a message, you
can make the text bold, italicized, 4. Alignment – Refers to how the text is
have a heavier weight, darkened or positioned in the page. This can be
lightened (depending on your left, right, center or justified.
background color) or enlarged.
o Make the text Bold
o Italicized
o Have a heavier weight
o Darkened or lightened
o Enlarged
2. Appropriateness – Refers to how
fitting or suitable the text is used for a 5. Organization – Conscious effort to
specific audience, purpose or event. organize the different text elements
in a page.
Ensures that while some text
elements are separated from
each other, they are still
somehow connected with the
rest of the elements in the page.
6. Repetition – Concerns consistency of
elements and the unity of the entire
design. Repetition encourages the use
of repeating some typefaces within
the page.
7. Contrast – Creates visual interest to
text elements. Contrast is achieved
when two elements are different from
each other.
White text on a dark background
Large font with a small
font
Serif and sans serif
Thin elements with wide
elements
Cool color and warm color
