'LANGUAGE'
- TYPE technicals - ten on 14pt line field
-The letter 'O' is always larger than the average letter in the alphabet
-X heights, same point size but different impact on visual size
-Ligatures, when two letters join onto each-other
-Leading, piker - CONSTANT MEASUREMENT
-Readability - set solid - no leading - 8pt solid
-Kerning-In typography, kerning (less commonly mortising) is the process of adjusting the spacing between characters in a proportional font, usually to achieve a visually pleasing result. In a well kerned font, the two-dimensional blank spaces between each pair of characters all have similar area. The related term kern denotes a part of a type letter that overhangs the edge of the type block.
-Tracking, A space in between all letters
-Halation - revers out , reverse the colour of the letter to the background e.g White type on black background.
THE GRID IS YOUR'E FRIEND
Newspaper Grids
Newspaper pages are laid out on a grid which consists of a margin on 4 sides, a number of vertical columns, and space in between columns.
On a newspaper page, all live matter (copy, art, and ads)
are contained within columns.
Newspapers grids are based on a different number of columns, depending on paper size and design preference. Common page grids include:
Column Inches
Newspapers sell advertising space on a page to retail advertisers, advertising agencies, and other media buyers.
Ads are measured using column inches. A column inch is a unit of space one column wide by one inch high.
One newspaper column inch.
On the six column page above, the total available column inches would equal the number of inches high x the number of columns.
21 1/4" x 6 columns = 127 1/2"
Measuring Ad Dimensions Using Column Inches.
When an ad size is specified in column inches (60 col. inches, for example) it's dimensions must also be defined. In other words, how many columns wide by how many inches high.
Here is the formula for determining ad dimensions
Col. inches divided by number of columns = Ad height in inches
Example: Here are some possible variations for a 60 col. inch ad
