On this section we will discuss the selection of typography, the typeface and difference between the Web and printed material colors. We will start with the selection of typography and we will keep the established order. The development of each topic will avoid, as much as possible, the technical terminology, except when it is really important to use it.
Selection of typography:
When choosing the typography for your site you should bear in mind two things. First, you have to look for a type of typography that goes with the company’ s image. A typography that does not transmit the same message than its Website will cause confusion and arouse prejudice. Therefore, it is important that you choose the typography bearing in mind these parameters. Second, you have to make a difference between the typography used for titles and that for texts. Titles can use any typography as long as you bear in mind what was mentioned above. However, when we talk about long texts this selection is greatly reduced. Browsers --such as: Internet Explorer, Firefox, Opera, etc.... can only read some typographies up to now. This is so because typography is not a resource of the browser but of the operating system installed in the user’s machine. That is to say, you can only see the typographies which are installed in your machine. If a Web uses a type of typography that some user does not have, he will not be able to see it. In order to solve this, designers transform these strange typographies into «images» and therefore they can be seen in any computer —even if they do not have this typography. However, transforming the typography into images makes the page heavier. That is the reason why long texts have classic typographies, such as Times New Roman or Arial, since all computers have these.
Fonts are divided into serif and sans serif. The former ones are those with edges --a stick on which they «lean on»-- such as, Times New Roman. Sans serif are those without serifs --stick on which they «lean on»-- such as Arial. When we talk about long texts, any book or magazine editor would tell us that the best typography is serif, since serifs make the reading easier and do nor strain the reader’s eyes. And even though this is true, it is not applicable to the Web. As screens have lower resolution than printers, serif fonts are blurry on the screen, since it cannot clearly define serifs. That is the reason why almost all Web pages choose sans serif typographies.
If we see a design on the monitor and we compare it to that same one printed, we will notice colors are different. This is so since monitors use a color palette called RGB, whereas printers use a CMYK palette. RGB is much wider that CMYK; i.e., there are colors on RGB that do not exist on CMYK. To solve this, designers transform RGB colors into CMYK colors, but this transformation generates a slight modification in the color. Usually, it is imperceptible but sometimes the change is more noticeable. But do not worry so much; so far, there is no other method to print the designs.
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