Typography 101

Above is a demonstration of editing a rag. The ultimate goal with a flush-left paragraph is “long short long” or “short long short”. Whenever possible, open or tighten character space to the full measure. The “AFTER” paragraph demonstrates what Chic McKinney coined”semi-justified.” Each line either makes the full measure OR falls short at the same measure. Finally, do whatever you can to avoid hyphens. Enjoy.

Typography 101

More than 25 years have passed since I was a typesetting vendor for McKinney & Silver Advertising. Today, I'd like to share with you the things my eyes can't ignore.

Here’s a little kerning trick.
The same kerning value needs to apply to every “straight-to-straight” letter combination. Thus, the negative space between the caps H U must be consistent with the negative space between the caps U R and H I. So remember: If you do it to one, you have to do it to all.