Suggestions for Quality Typography

Continued from previous page


  1. Exclamation Point (!). An exclamation point is used to express strong feelings. Two or more exclamation points tend to diminish that strong feeling when used frequently.
  2. Check Spelling. Although this automatic function does not catch all spelling errors (re-cord
    vs. rec-ord), it is a good idea to use this before closing any document.
  3. Parentheses and Brackets. Do not use double parentheses; use a bracket instead of the second set of parentheses. EXAMPLE (Wrong) . . . Our portfolio consists of a few annuities and bonds (also a company 401(k)). EXAMPLE (Correct) . . . Our portfolio consists of a few annuities and bonds [also a company 401(k)].
  4. Resolution (dots per inch). Common resolution for printing on a press . . . 300 dpi; for printing on an ink-jet printer . . . 150 dpi; for displaying on a computer monitor (Web) . . . 72 dpi.
  5. Line Length (Measure). The line length of paragraphs, otherwise known as the "measure," has a direct relationship to the typeface and the point size of the type being used. The way to determine the correct size of the type in a certain typeface is to measure one and a half times the lower case alphabet (abcdefghijlkmnopqrstuvwxyzabcdefghijklm). See also Number 20. Please note: The longer the measure in typesetting, the easier it is for the reader to become bored, and not fully comprehend what is being said.
  6. Rivers of White. When setting justified type, the spaces between words
    Rivers of White
    (word spacing) expand and contract to make the lines justify. If the point size of the type is not in direct proportion to the measure, an unsightly phenomenon called "Rivers of White" may appear throughout the paragraph. These rivers of white will never appear in ragged type, because the spaces are always the same width, and do not expand and contract.
  7. Ragged Type vs. Justified Type. The four methods of setting type are: Justified (squared-up on both ends); Flush Left, Ragged Right (squared-up on the left and ragged on the right); Flush Right, Ragged Left (squared-up on the right and ragged on the left); and Centered (ragged center).
  8. Initial Letters. Initials at the beginning of paragraphs (either stick-up, as seen on my Home Page, or two- or three-line drop-down) should always be followed by SMALL CAPS.
  9. Logos. A logo is a logo is a logo. Logos should not be altered in any way (stretched, condensed, colored, etc.) without permission from the owner.
  10. URLs. In text containing URLs, it is acceptable to break the line into two lines by leaving a period or slash on the FIRST line, and typing SHIFT RETURN to break the line.
 More Coming, Stay Tuned . . .
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