Fontidious

“My Dearest Beloved, I am writing you this letter with the believe you will treat my message with utmost honesty and sincerity…”

No, no, no. I’m talking about widows and orphans in typography, not internet scams. Duh.

A widow is the last word or line of a paragraph that appears at the beginning of the next column or page.

An orphan is a word or part of a word that appears by itself at the end of a paragraph.

Half of the websites written about good typography will tell you the exact opposite, so I went to the boss — The Chicago Manual of Style.

Widows and orphans interrupt the reader’s flow, waste space, and make you look like an amateur.

And never, ever, leave a subhead at the bottom of a column. Never. Ever.

Depending on what software you’re using, you can find lots of info online about how to fix these horrors. If you work with a meticulous editor, as I do, you won’t have a choice about whether or not to fix them. You’ll learn to mess about with hyphenation, letterspacing, wordspacing, and soft returns to avoid unhappy endings. And clients.

DON’T WRITE IN ALL CAPS.

Why? Well, yes, in email it looks like you’re shouting.

But designwise, the ascenders and descenders (the parts of letters that stick up above or down below the baseline—b, k, y, g, for example) help us read words by shape. With all caps, we have to identify nearly every letter.

You want to look like a professional, don’t you? Font choices are overwhelming, and so is the amount I could write about this. So for today, three tips to keep you from looking like a boob an amateur.

Don’t choose a typeface because it’s the newest thing out there.

“New” fonts aren’t always the best choice for printed materials that you hope will be around for a while. Remember, someone once thought avocado green appliances were a good idea.

Don’t choose a typeface because it has the perfect name.

Let’s say, for example, that your name is Charles S. Harrington. You want to start promoting your business, and you discover that there’s a font called Harrington. Perfect! But wait! There’s also one called Charles S. So you try them both out:

If you’re the master of ceremonies at a circus, the first might be ok on your business card. And if you’re a chimney sweep, the second might work. Fonts have personalities, for lack of a better word. The first font, Harrington, is whimsical and old fashioned (and, let’s face it, pretty awful). It’s not serious, or weighty, or modern. The second font, Charles S., is what’s referred to as a grunge font. It looks like it was scratched and smeared. Think about what you want to portray with your type. If you’re a litigator trying to attract new clients, I don’t imagine you’d want them to see you as frivolous and silly. On the other hand, if you’re an up-and-coming interior designer, smeared and sooty should not be your first choice.

Don’t choose a typeface just because it came with your computer.

I’ve met precisely two people who know what an en dash is for. One is my very favorite client of all time, who calls me her “precious jewel,” and the other was the first guy I ever met on a dating site. He turned out not to be such a gem. But he did have a British accent.

If you want to look like you really know what you’re doing when designing with type (to at least three people), here’s what you need to know about the en dash.

An en dash is used to replace the word “to” in ranges of years or time.

1–10 pm
1981 – 2011

It’s called an en dash because the dash is the width of a lowercase letter n.

Whether or not to put spaces before and after the dash is up for debate.

A designer who does not care about my opinion, or that of the dating-site guy or my client, will use a hyphen instead.

1-10 pm
1981-2011

It’s more obvious in some typefaces than others, but,

–  this is a hyphen (it’s for—yes—hyphenation)

– this is an en dash (and from now on you will use it proudly)

— this is an em dash (use this one to add a thought—sparingly—in informal writing)

Let’s talk about bullets.

A bullet is a symbol used to indicate unordered items in a list.

It could be a dot, a triangle, a solid square, or any of a number of other dingbats. On a Mac, the solid dot is created by pressing option 8.

And yes, size matters:

Alignment is important, too.

In future posts, I’ll give you some more tips to make your printed pieces look like they were created by a professional.