"Versus" - and the winner is...



Author: Howard L. Seemann

Date: June, 1989

Keywords: DTP desktop publishing hints tips writing

Text:
True or false?
* Desktop publishing on a LaserWriter does not produce quality
typesetting.
* All output from a LaserWriter is instantly recognizable.
* There's some really ugly material printed on the LaserWriter.
* Real men don't use a mouse.
Unfortunately, there's a bit of truth in all of these statements
(except, perhaps, the last). But some of that truth can be diminished
by care in the use of the software available to us for desktop
publishing or for just making regular documents look more professional.
For example, one of the easy tipoffs to LaserWriter (and the
Imagewriter as well) output is the lack of ''smart'' quotes and
apostrophes. Some users either don't know how to use correct
punctuation or are unwilling to make the effort. (See below where you
can find some of the more obscure keyboard characters available --
including smart quotes.)
There are some other niceties that beginning users should be aware of
as they produce newsletters or flyers:
* Kerning. This is available on some programs, such as PageMaker, and
permits the user to add or subtract the amount of space between
letters. Excessive white space can be distracting. Look at the numeral
''11,'' for example.
* Leading (pronounced ''ledding''), the space between lines. The normal
default leading is 20 percent of the type size, so leading on 10 point
type would be two points. But we don't always need that much. 
How much leading is needed depends on the height of the ascenders (as
in h and l) and the depth of the descenders (as in g and y). By
experimenting, you can see if the ascenders and descenders overlap or
cut each other off.
* Line width. Legibility studies have found that both short and long
lines make it difficult for the reader. A good rule-of-thumb is that a
line should be from 1.5 to 2 alphabets wide, depending on the size of
type. On an 8.5x11 page, for example, use two or three columns. One
column is too wide; four columns makes lines too short.
* It is best to avoid using more than two different fonts on the same
page. There is little virtue in using a number of fonts, because the
reader finds it distracting. Type should be subtle and not attract
attention to itself. (Some of us wish San Francisco had never been
produced!)
* Shun all-caps copy, either in text or headlines. We read several
words at a time, based on the shape of the letters. Because all caps is
not used often, we are not accustomed to the shapes of letters in all
caps.
* Ragged right, with type set flush left, is fine. But use ragged left
sparingly as it hinders legibility. Also avoid large blocks of italic
or boldface. Certainly avoid outline and shadow -- it looks funky, but
it rarely reproduces well and distracts the reader from what you are
trying to communicate. Don't get carried away by the power of the
Macintosh word-processing capabilities. (This newsletter, for example,
is 10 point Palatino with one point of leading or 10 on 11.)
* White space should be kept to the outside of your page, not trapped
within it. It's jarring to the reader.
* Use one space after the end of a sentence, since two spaces might
move the last word down to the next line, leaving too large a gap
behind when setting type ragged right.
* Be consistent in style. For example, if your headlines are flush
left, your bylines also should be. At the same time, use a variety of
weights of the same family, such as Helvetica, Helvetica Bold,
Helvetica Black and Helvetica Narrow, for your headlines.
 Don't mix Times and Helvetica as display (14 point and above) type. I
suggest using one of the two for headlines, the other for body type
(under 14 point). Helvetica is used in Known Users headlines.
* If you have large amounts of type and few headlines, try to break up
the gray with artwork or pull quotes. The latter is a direct quote
pulled from your article and set in a larger type (14 or 18 point) with
an attribution in bold. 
Put a rule above and below the pull quote; I recommend placing it at
the top of a column or columns rather than make your readers jump over
the hurdle.
* William Allen White, a fellow journalist, said in 1923: ''Consistency
is a paste jewel that only cheap men cherish.'' I represent that
remark, and recommend that your publication design should be
consistent, with the same font, size and style as well as decoration
throughout.

Two final notes:
First, since this epistle just skims the surface of thoughts on
typography, I recommend ''Graphic Design for the Electronic Age'' by
Jan. V. White. Published by Watson-Guptill Publications (ISBN
0-8230-2122-X) in 1988. Price is $24.95.
Second, I enjoy desktop publishing, believe that its virtues outshine
its sins, and I don't feel like a eunuch in saying so. Back to your
mouse. -- H.L.S.

Copyright © june, 1989 by Howard L. Seemann