Sasol Ci Manual - Other - Page 26
3 TYPEFACES & TYPOGRAPHY 3.4 TYPOGRAPHIC PRINCIPLES
SASOL CI MANUAL
3.4.1 Layout
Measure
Alignment
Column widths
Typefaces vary in their alphabet length.
The alphabet length is determined by
the width of the lowercase a through z,
measured in points. This measurement
varies depending upon the typestyle
and point size being used. Therefore,
varying the font and/or point size will
affect the optimum column width.
Type must be aligned depending on
the direction of the alphabet used in a
territory e.g. English reads left to right,
therefore the type must be aligned left.
Arabic reads right to left, therefore
the type must be aligned right.
The measure of a text column is its
width or line length. Optimum line
lengths are as follows:
Factors to consider when determining
the width of a column of text are:
• Typeface: The width of the individual
characters and the overall typeface
design affect the word count per line.
• Point size: The size of the type affects
how many words fit in a line.
Text aligned to the left or right margin
should end in a ragged edge.
Flush Left
|In English and most European languages|
|where words are read left-to-right, text is|
|usually aligned "flush left", meaning that the|
|text of a paragraph is aligned on the left-|
|hand side with the right-hand side ragged.|
Flush Right
|In languages that read text right-to-left,|
|such as Arabic and Hebrew, text is commonly|
|aligned "flush right", meaning that the text of|
|a paragraph is aligned on the right-hand side|
|with the left-hand side ragged.|
• Minimum is 26 characters
• Optimum is 38 characters
• Maximum is 68 characters
Keep ‘best practice’ in mind when
creating brochureware:
• Make the information easy to find.
Rather than paragraph after paragraph
of copy that gets intimidating, break
your information into bite-sized
chunks, with clear headings.
• Consider the information journey.
A brochure, like most communication,
needs a beginning, middle and an end.
Guide the reader through a logical
thought process.
• Short and to the point.
A brochure is not the place to put
in every piece of information just
because you have more room.
People need to find the information
they need as quickly as possible.
Always use the correct typeface to ensure visual consistency. Do not use any other typeface even if it looks the same.
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