Body text is the key, because there’s more of it Four main items for body text, point size (10-12 for print, 15-25 for web) Line spacing is the vertical distance between lines, which should be 120-145% of the point size. The CSS is “line-height” Line length is the width of the text blog, and it should be 45-90 characters, or 2-3 lowercase alphabets. PT uses 12-13 word per line. Biggest thing is font choice: buy a font like equity or concourse. Best thing you can do is upgrade your fonts to something professional Avoid times new roman and arial Use curly quotations, not straight ones Only one space between sentences Don’t use multiple whitespaces in a row Never use underline unless it’s a hyperlink Rarely use centered text Use very little bold or italic ALL CAPS are ok for less than a line Don’t use small caps if you don’t hav ethe real thing Use 5-12% extra letter spacing with small caps KERNING shoudl always be turned on (adjusting the space between characters in a proporotional font) a word space is the distance between two words, and it should only be one use of the spacebar–noever more There’s such a thing as Justified text needs hyphenation Hyphens and dashes are not the same. Hyphens connect words, dashes are pauses Don’t use ampersands much Put a nonbreaking space after paragraph and section marks make sure apostrophes point downward make sure foot and inch marks are straight, not curly Typography is the visual component of the written word A text stays the same no matter how it’s rendered, but when you print it typography is involved Fonts are part of typography, but they are not the same. Typography goes beyond font Typography is for the reader, not the writer Treat reader attention as a luxury that you must preserve Typography is not supposed to disappear; it’s supposed to be a visible as necessary to do the job of enhancing the text straight quotes are from teh typewriter, in traditional printing all quotes were curly. Typewriters nerfed them to save space. Never use straight quotes Emphasis is done with bold or italic, not quotes Straight quotes are ok in email–especially on a mobile phone Don’t use two single quotes One space between sentences Change things into questions. Use the question mark. The exclamation point is overused. You get one exclaimation point per three pages.Never use more than one exclamation point Semicolons to combine two sentences, also separates liste lements with internal commas The colon is for introducing and then completing an idea. I own three cars: a convertible, a sedan, and an minivan. The paragraph mark is known as a pilcrow parenthesis are for separating citations or asides from teh body Brackets show changes within quoted material Braces should not be used outside of technical stuff If you use braces or parents, do not match the bold or italicized of teh text Heyphens break words across lines, multi-part words, phrasal adjectives (dog and poony show, high-scool grades There are two dashes, the en and the em. The em is teh sise of a capital H, and the smaller one is half that size. Don’t use hyphens to build them. The en dash is for ranges of values and contrasting words like conservative-liberal split The em dash breaks a snetence into pieces using a paus. It’s when a comman is too weak, but a colon/semi/or parents is too strong (underused).
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