TRUE 1. Size: The eye always goes to the larger element first.
FALSE 2. Weight: The eye is attracted to heavier, darker elements.
FALSE 3. Color: A color that stands apart will draw attention.
TRUE 4. Stress: If the text is mostly Roman, italic will stand out.
TRUE 5. Character shape: It is good to mix serif and sans serif characters.
Here are some more tips for using type effectively in your magazine.
Legibility
Readability of the text is the first priority in good typography. But legibility is much more than simply the ability to discern words on a page. It has to do with ease of reading and avoidance of reader fatigue. The goal is to keep the reader in the magazine and to make his reading experience pleasant, so that he’ll stay with the text and absorb the content. Much of this has to do with fine-tuning the particulars of type specification, such as letterspacing, leading, size, line length, and the way all of these aspects work together. Think of your labor to create an effortless reading experience as a way of serving your reader.
Hierarchy
It is important to lead the eye through the page in a logical way. Ask yourself what you want the reader to see first, where his eye should go next, and so on. Think of the page as having three basic levels of information: attention getter, explainer, and text (body copy).
Consistency
Once a typographic formula is established in a publication, it is important that you don’t stray from its essentials. Some elements may change, but others should always remain the same from article to article and issue to issue. This will assure the important blend of familiarity and surprise and maintain a professional-looking publication.
Appropriateness to audience and content
Ask yourself if the chosen fonts are a good match to the nature of your publication and its audience. Here are some examples:
• A news magazine should probably not employ a typeface that conveys too much character or personality, since it is usually assumed that reporting is done in a fairly objective manner. The font should reflect the straightforward, no-nonsense news approach.
• However, a magazine that is directed to youth on the cutting edge of culture might want to choose a display font that suggests an awareness of cultural trends and has a bit more “attitude.”
Sensitivity to letterspacing
One of the most important, but often overlooked, aspects of good, professional typography is close attention to letterspacing, especially in titles and display typography. Visually fine-tune the spacing of letterforms to achieve the impression of equal space between all characters. This is not created simply through the precise measurement of the distance between letters, but has to do with the visual impression of that space. Here are some helpful principles:
• Round letters should be spaced tighter.
• Straight letters should be a bit looser.
• Be aware of the negative space the combinations of letterforms creates, especially in longer titles.
Know typographic history
Knowing where today’s type comes from and how it developed will help you use it intelligently and appropriately. The origins of font designs are tied to particular points of history, both distant and recent. Knowledge of the origins and even the designers can help you understand the font in a deeper way. This may lead to a better and more honest application of typographic detail.
From Unit 4 “Typography for Publications” in the Design for Magazines manual.