NM3217 In-Lecture Exercise E
Typography Case Study What seems to be off about this particular typographic representation? All letters are in capital letters and slab serif typefaces makes this particular typographic seem to be off. Having all capital letters means that the letters all have the same relative height and same relative width, and blocky shape. This makes it difficult for the eyes to flow through the text, and makes the text seem overbearing. The slab serif typeface makes creates a loud bold image as well. Thus, using all caps and slab serif typefaces decreases readibility of the words. Central alignment is used, but it is the weakest and the hardest alignment as it makes it hard to read. This is because there is no consistent starting and stopping point for each line so your eyes take a moment to adjust in each line, making this particular typographic representation seem very off. The leading is low which makes the words seem crammed, decreasing readibility of the words. ...

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