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Principles of Design Contrast Balance
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12 point type advertisement balance block of type Caslon Old Face chapter is set color construction lines Contrast of direction diagonal display matter display type dynamic editorial format esquisse fill finished job Futura Garamond geometric Goudy Bold Goudy Old Style Hand Lettering horizontal illustration important inches deep indications internal skeleton italic layout problem leaded 3 points legible letters and spaces letterspaced line is set line of type magazine ment Modernistic layouts Monotype movable types number of letters number of lines Oldstyle original paper paragraph pencil pica picture principles printed proportion reader reciprocal rhythm rough layout rubber cement sans serif type scheme seesaw set in 12 set in Bodoni simple sizes smaller specimen square inches staccato strokes symbols thick thin thumbnail sketches tion tracing tracing paper type faces type mass type matter type of layout typewriting typographic vertical visual weight white space width William Caslon