• e Mac • 1snot a typewriter eMac • 1snot a typewriter More typographic insights and secrets 8?-L-~~ 0 Peachpit Press Berkeley !1'8 California Beyond The Mac is not a typewriter Robin Williams Peachpit Press 2414 Sixth Street Berkeley, California 94710 510.548.4393 phone 510.548.5991 fax Find us on the World Wide Web at http://www.peachplt.com Peach pit Press is a division of Addison-Wesley Publishing Company. Copyright© 1996 by Robin Williams Cover illustration and cover design by John Tollett Interior design and production by Robin Williams Editing and proofing by Jenifer Blakemore Much of the information in this book was previously printed in various articles in various magazines over the past few years, including Desktop Communications, Technique Magazine, and Adobe Magazine. The chapter "Telltale Signs of Desktop Publishing" was originally printed in slighly altered form in Adobe Magazine, July/August 1995 under the title "Thirteen Telltale Signs." CI995 Adobe Systems, Inc., all rights reserved. Notice of Rights All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. For information on obtaining permission for reprints and excerpts, contact Trish Booth at Peachpit Press. Notice of Liability The information in this book is distributed on an "as is" basis, without warranty. While every precaution has been taken in the preparation of this book, neither the author nor Peachpit Press shall have any liability to any person or entity with respect to any liability, loss, or damage caused or alleged to be caused directly or indirectly by the instructions contained in this book or by the computer software and hardware products described herein. Trademarks Throughout this book trademarked names are used. Rather than put a trademark symbol in every occurrence of a trademarked name, we state we are using the names only in an editorial fashion and to the benefit of the trademark owner with no intention of infringement of the trademark. ISBN 1-201-88598-0 10 9 8 7 6 5 4 3 2 1 Printed and bound in the United States of America 'TO S?l!Tan g{atey ·-witfz sratejul appreciation for in{jirins, educatins, an{GejriendieJ me'. I advise the layperson to spread Indio ink on on uncorved board. loy paper on top of it. and print it. He 1\ ill get a block print. but the result is not the blackness of ink. it is the blackness of prints. No1' the object is to give this print greater life and greater p01\er by carving its surface. Whatever I carve I compare 1\ ith on uncorved print and ask myself. "Which has more beauty. more strength. more depth. more magnitude. more movement. more tronquility7· If there is anything here that is inferior to on uncorved block. then hove not created my print. I hove lost to the block. Shiko Munokoto f3ontents ~eyond rrfl~e 3rCac is not a typewriter" Introduction ........................................................................... f>l-, X1 Review .............. ..................................................................... 15 f>l-, Anatomy of Type .................................................................... I7 f>l-, eA Brie{ 3-Cistory of fly e r9 '/ Centuries of Type ................................................................. .. 21 f>/,., Aldus Manutius ...................................................................... 28 and ~eadaCifity .Ee~iCdity 31 2 The Art of Readability .. .. .. .. .. . . .. .. . . .. . . .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. . .. . 33 3 TheArtofLegibility .......................................................... . 43 ~~~u~n~c~t~u=a~tL~·o~n_ ______________________________________ sr 4 Qyotation Marks and not Qyotation Marks .......... . .. .............. 53 5 Hang that Punctuation .. .. .. .. .. .. .. .. . .. . . . ...................... 57 6 Punctuation Style .. .. .. .. . . . . . ................................................ . 63 7 When to Shift that Baseline . . .. I . . . 71 Contents Gxpert fl~pe 77 8 Expert Sets . .. . . . .. . . .. . . . .. . .. .. . . . . . . . . .. . . .. .. . . . . . . . . .. . . . .. . . . .. .. . . .. . . . . . . .. . . . . . 79 9 Small Caps .............................................................................. 85 10 Oldstyle Figures ..................................................................... 89 11 Ligatures ................................................................................ 91 12 Condensed and Extended Type ................................................ 93 13 Display Type .......................................................................... 97 3pacin~ 101 14 Kerning ................................................................................. 103 15 Linespacing (leading) ............................................................. 109 16 Paragraph Spacing .................................................................. 113 17 Alignment .............................................................................. 115 ~GJJ::.....e:::.!t=a.!:..!i:!l::..,s_ _________________ 121 18 Headlines and Subheads ......................................................... 123 19 Pull Qyotes ........................................................................... 127 20 Captions ................................................................................ 131 21 Emphasizing Type . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135 22 Line Breaks and Hyphenation ................................................. 139 Contents =0-Fp-e::...c.::..=i.a.;;;=f---8='-l-j{ff-"-ec=-=t-s;:;___ ___________ ____cr4s 23 Swash Characters ................................................................... 147 24 Initial Caps ............................................................................ rsr 25 Typographic Color .................................................................. 155 26 Ornaments and Dingbats ....................................................... 159 27 Pi and Picture Fonts ............................................................... r6r 28 Don't be a Wimp! .................................................................. r6s ffypographic e~OiCeS 167 29 Evocative Typography ............................................................ r69 30 Multiple Masters ................................................................... 173 31 Choosing a Typeface .............................................................. 179 32 Telltale Signs of Desktop Publishing ....................................... r89 33 Trends in Type, by John Tollett ............................................... 199 r3t~er J nlormation 209 I ~ Appendix A: font vendors ....................................................... 2u ~ Appendix B: fonts used in this book ........................................ 212 ~ Index .................................................................................... 215 ... You can put a cat in the oven...., but that don't ma~t a biscuiL.'