Avoiding Typeface Terrors

Kathleen Burke Yoshida

Appropriately using typefaces is critical to your documents success. The opposite is conversely true. A poorly selected or implemented typeface can equal a document disaster. When selecting a typeface, technical communicators must consider a typefaces legibility (how distinct, clear, and recognizable its letters are), readability (how easy it is to read in a text line), and personality (what feeling it conveys). Once selected, typefaces must be carefully used to enhance the documents message. Typefaces must enhancenot distract fromyour document. Using typefaces is similar to getting dressed: plenty of choices and opportunities for great successes and utter failures. Just as we select and combine clothing for a purpose (where were going, who were seeing) and the conditions (snow, summer humidity), we must purposefully select and combine typefaces that match our documents purpose and its conditions (on-screen, print). If were not careful, we can end up with typeface combinations that are the equivalent of combining plaid and polka dots. But there is hope. We can learn to dress our documents in appropriate typefaces and techniques. This article discusses ways to help you avoid typeface terrors and have the best-dressed documents in town. Well discuss the following typeface topics: Typeface 101 Serif vs. Sans Serif Legibility Readability Personality Combinations Most letters within a typeface share common attributes. Varying these attributes makes typefaces different from each other. The following list describes some common letter attributes:2 Serif: Ending strokes of characters; short cross lines at the ends of main strokes. Stem: The main upright stroke of a letter. Ascender: Type strokes that rise above the x-height. Descender: Type strokes that fall below the baseline. X-height: Height of the body of lowercase letters, not counting ascenders and descenders. Bowl: The curved stroke within a letter. When designers create typefaces, they make decisions about the appearance of letter attributes. These decisions influence the typefaces personality, which well discuss later.

SERIF VS. SANS SERIF

When selecting a typeface, you should first determine if a serif or sans serif typeface, or a combination of both, is best suited for your document. Serif typefaces are those with strokes or feet on the ends of the letters. This paragraph is written in Times New Roman, a serif typeface. Sans serif typefaces, such as the heading typeface (Arial) in this article, are those that lack the strokes at the ends of the letters. So why should you be concerned about serif or sans serif typefaces? Because one (serif typefaces) is better suited to longer text lines, such as body text, and the other (sans serif typefaces) is better suited for short text lines, such as headings.

Throughout this article, tips for avoiding typeface terrors appear in bold type near the end of the sections.

Serif Typefaces
Serif typefaces are better for longer text lines and text blocks because the serifs guide a readers eyes through a document.6 Readers use the serifs baseline to easily follow the text line. Traditionally, serif typefaces appear in textbooks and longer, continuous documents such as novels.7 Your documents body textunless it is short, burst-like textshould be set in a serif typeface.

TYPEFACE 101
Before we jump into a discussion of typefaces, we should briefly explore typeface terminology. By definition, a typeface is a particular style of type design including the full range of characters, in all sizes.2 Times New Roman and Arial are examples of a typeface. We often use different variations of a typeface, such as italic and bold, within our documents to distinguish words or sections. A specific variation of a typeface in a specific point size is a called a font. For example, Arial 12-point is a font.

Sans Serif Typefaces

Sans serif typefaces lack the serifs that create the line that guide a readers eyes. As a result, sans serif typefaces can become difficult to read. In longer sans serif text lines, a readers eyes can tire quickly because they must work harder to follow the text line. But dont ignore sans serif typefaces in your documents! Using

sans serif typefaces for headings, callouts, or other short text blocks is a great way to create visual interest in your documents.
Tip: Use a serif typeface for body text and a sans serif typeface for headings.

X-height. Selecting a typeface with a large x-height (the letter body is large with shorter ascenders and descenders) can enhance readability because the type appears larger with more space within the letters. The additional space makes the typeface easier to read and more inviting.2 Palatino and Times New Roman are examples of typefaces with large x-heights.

LEGIBILITY
Another factor that you need to consider when selecting a typeface is legibility. Legibility refers to a typefaces degree of letter recognition.2 When letters are combined in words, legibility becomes very important. As we read, we look for familiar letter shapes to help us decipher words. Using a familiar serif typeface, such as Times New Roman or Palatino, is a good way to ensure legibility in long text lines. Some sans serif typefaces, such as Arial, are good legibility choices for projected text, such as presentation slides. Sans serif typefaces are clean and uncluttered and project well on large surfaces (just allow adequate white space). If you choose a creative, display, or script typeface for either printed or projected text, then legibility drops. You should reserve display typefaces for limited text areas, such as headlines in advertising copy.

Formatting for Readability

When considering readability, other format elements, such as white space, type (point) size, and typeface variations such as bold and italic, all come into play. White Space. White space is the breathing room for text. Inadequate white space makes text claustrophobic and decreases readability because text elements visually run into one another. On the other hand, too much white space can cause text islands, where text appears to just float on the page without being related to the other text elements. As a general rule, allow 1 or 2 additional points of white space between lines for body text. For example, if youre working in a 12-point font, you should set the line leading (which is the distance between text lines) at 13 or 14 point. Most word processing programs, such as Microsoft Word, automatically set the leading for you. However, headings require more leading, especially before the heading. For example, you could add 4 additional points above a first level heading and then 2 additional points below the heading.
Tip: Set your line leading at one or two points greater than the point size of the text. You can, and should, vary leading for body text and headings.

Determining Legibility
So how can you determine if a typeface is legible? By looking at just the tops or bottoms of the letters. Place a piece of paper over the top or bottom half of a word or sentence. If you can read the word or sentence easily by just looking at half of the letters, then the typeface is likely to be perceived as legible. Again, sticking with familiar typefaces is a good way to ensure legibility (although you might lose creativity and visual interest points).
Tip: Use creative, display, or script typefaces sparingly. These typefaces generally have a low legibility rating.

READABILITY
Readability and legibility are two distinct typeface considerations, although each is equally important in longer text lines. Readability refers to how easily a text line can be read, and typeface selection is an important contributor to readability.

Type Size. The point sizes you select for your type are very important for legibility. Although 11-point or 12point type is common for most body text, you should not go below 10-point type for most body text. You must remember your audience and presentation method as well when selecting a point size. For example, a childrens book set in 10-point type might prove difficult for a child to read, although a college-level text in 10point might be perfectly acceptable, even expected. If the text is being presented on a screen, then 10-point text is likely to cause some squinting among your audience members sitting at a distance from your screen. Although there are no hard and fast rules for determining heading level sizes, the heading sizes should be the same size or greater than the body text. If youre using only one heading level, the heading should be at least 2-points larger than the body text. Keep in mind that the type size should match your documents purpose. For example, advertising copy headlines are likely to be much larger than that of a first level heading in a proposal. Just be sure to add more space above a heading than below it (if possible).2

Typefaces and Readability

As discussed in the serif vs. sans serif section, serif typefaces such as Times New Roman are easier to read because the serifs guide readers eyes through the text. Text set with left justification and right ragged is also easier to read.

Tip: Type size should match your documents purpose, audience, and presentation method. Body text should be set in at least 10-point type. Your lowest level heading must be at least equal to the body type size.

Determining a Typefaces Personality

A typefaces personality is related to letter attributes and historical context. Typefaces, like fashion, can reflect a specific era. For example, many Renaissance-style typefaces feature elaborate flourishes.3 Using a typeface with these flourishes is suited to documents such as invitations to a romantic getaway. The same flourished typeface, however, wouldnt be the best choice for a termination letter. Serif Typefaces. Serifs are directly linked to a typefaces personality. Serif typefaces are often perceived as more formal and are easier to read.6 This perception makes serif typefaces suited to the body text in textbooks and novels. However, even within serif typefaces there is some perception variance. For example, serifs that are cupped or rounded can be perceived as informal, and serifs with variable stroke weights can be perceived as more formal.6 Sans Serif Typefaces. San serif typefaces are generally perceived as having more informal personalities than serif typefaces. Sans serif typefaces are perceived as clean, mechanical, legible, technical, and scientific.1 Stroke Weight. Stroke is also important to a typefaces perceived personality. Stroke weight can convey a sense of lightness and boldness.4 Heavier stroke weights suggest visual loudness, weight, and amplification. An advertisement for light, airy bedding is not suited for a dense, heavy stroke weight typeface such as Impact. Personality Examples. As discussed above, serifs, historical context, and stroke weight all contribute to a typefaces perceived personality. When these elements are combined, certain groupings suggest a typeface personality. In Roger Parkers Looking Good in Print, he describes some of these combinations. According to Parker, some common typeface personalities and their corresponding attributes are as follows:5 Conventional typeface: Serifs, a small x-height, and tall ascenders and descenders. Contemporary typeface: High x-heights, short ascenders and descenders, and sans serif. Dignified typeface: Serifs, slightly pinched bowls, and vertical letterforms. Friendly typeface: Rounded bowls and letterforms.

Typeface Variations. Typeface variations, such as italics, bold, all caps, small caps, and underlines, can be great ways of making text stand out on a page. However, overuse of these variations ruins the effect and creates a visual distraction. Bold or italicized text draws attention to the text. Use this attention wisely in areas such as headings or pull quotes. A readers eyes are drawn to the darkest point on a page, which is usually bold type. Too many bold elements present a visual overload. Overusing bold text distracts readers from your documents message. The same goes for overusing italics. Sparingly is the adverb to remember when using bold or italicized text. All caps and small caps should be reserved for heading text only. In this digital age, text in all caps is perceived as shouting, and we usually dont want to shout at our readers. Underlined text is also an attention-getter. However, legibility and readability suffer when underlined text is overused. Where possible, substitute another variation such as italics for underlined text.
Tip: Reserve text variations such as italics, bold, and all caps, for headings and other limited-dose text. Overusing these elements will distract, and even annoy, your readers.

PERSONALITY
Most typefaces have personality, or a feeling and mood they convey. A typefaces personality is related to its letter attributes, such as stroke weight and the presence or absence of serifs. A typeface should complement, not distract from, your documents purpose and message. So how can you determine a typefaces personality? The answer is not a simple formula. Although you can analyze a typefaces letter attributes and the purpose for which it was created, a typefaces personality is ultimately determined by a readers perception. Because perception varies, we cant concretely state that typeface X is always perceived as warm, friendly, and inviting. But we can establish general guidelines that help us determine how a majority of readers might perceive a typeface.

Tip: Many typefaces have personality. Be sure your typefaces enhance your documents message and purpose.

COMBINATIONS
As suggested earlier in this article, a serif typeface for body text and a sans serif typeface for headings and shorter-text sections are good choices for most documents. When combining serif and sans serif typefaces, you should keep in mind that typefaces have personality. The personalities should complement each other in your document. Although there isnt a rule about the maximum number of typefaces that should be combined in a document, there are some common sense recommendations. Use only the number of typefaces that are absolutely required for your document. Some books suggest that you use three or fewer typefaces in a single document. Smaller documents can usually get away with one typeface family for headings and another typeface for body text. If you combine too many typefaces, your document will resemble a ransom note. You can add visual interest by using typeface effects such as bold and italics while still remaining in one typeface family. The following serif-sans serif typeface pairs work well together (the serif typeface is listed first in the pair): Times New Roman and Arial Palatino and Avant Garde Book Antiqua and Futura

REFERENCES
(1) Bergsland, David. Printing in a Digital World. Albany: Delmar Publishers, 1997. (2) Brady, Philip. Using Type Right. Lincolnwood: NTC Publishing Group, 1998. (3) Bringhurst, Robert. The Elements of Typographic Style. Vancouver: Hartley & Marks, 1999. (4) Meggs, Philip B. Type & Image. New York: Van Nostrand Reinhold, 1992. (5) Parker, Roger C. Looking Good in Print. Research Triangle Park: Ventana, 1997. (6) Wheeler, Susan G. TypeSense: Making Sense of Type on the Computer. Boston: International Thompson Computer Press, 1996. (7) Wheildon, Colin. Type & Layout. Berkeley: Strathmoor Press, 1996.
Kathleen Burke Yoshida Lead Technical Writer FGM Inc. 45245 Business Court, Suite 400 Dulles, VA 20166 USA 703.478.9881 kathleen@fgm.com Kathleen Burke Yoshida is one of three documentation divas at FGM Inc., a really cool software engineering company. Kathleen has a BA in English Writing (George Mason University), an MA in Professional Writing and Editing (George Mason University), and an MA in Humanities (Marymount University). When not at work or in school, she enjoys humor writing and encouraging people to go vegetarian.

Remember to consider how the document will be used when selecting a typeface. Not all typefaces are installed on all computers and typeface substitutions can be ugly. Consistently using typefaces can establish a recognizable look and feel for your documents.

CONCLUSION
As technical communicators, we need to carefully and purposefully select and use typefaces in our documents. As a general guideline, we should use a serif typeface such as Times New Roman for body text, and a sans serif typeface such as Arial for headings or shorter text blocks. When we select a typeface, we should consider its legibility and readability factors. Once selected, a typeface must be formatted correctly with adequate white space and an appropriate point size to enhance readability. A typefaces personality also affects a document, so we must match a typeface to our documents purpose. Above all, we need to remember that typefaces impact our documents message and we should do all we can to ensure our message is communicated to our readers in a clear and creative manner.