Express Printing and Graphics
  1205 Alderwood Avenue
Sunnyvale, CA 94089

Express Printing Sunnyvale
  Map and Directions
  Express Phone
(408) 400-0223 | Phone
  Express Fax
(408) 400-0267 | Fax
  Email Express Printing
sales@expressprintingusa.com
  Express Hours
Hours 8:30-5:00 Mon-Fri
  Express Shopping Cart

Modern Typography: A Primer for Desktop Publishers

Modern Typography:
A Primer for Desktop Publishers

Regular readers of Printips know that we are proud to be part of a centuries-old industry that has contributed significantly to the development of human enterprise. Printing as a profession dates back to the mid-1400s when Johannes Gutenberg invented movable type, a breakthrough technology of the day. When combined with a printing press, movable type changed forever both the content and quantity of what could be printed.

Gutenberg’s invention gave rise to typography – the art of designing type and also of arranging or setting type. Until the invention of digital type, typography required either the manufacturing of individual letters in character sets called fonts or a machine to transform molten lead into lines of type. In both cases, type had a physical form and could not be easily used outside of printing and publishing businesses.

More than 500 years after Gutenberg’s contribution, the confluence of three new developments – the personal computer, page layout software, and digital type – moved typography to the desktop, making it accessible outside of the printing and publishing industry.

The development of personal computers

The first step in developing a computer small enough to fit on a desktop was to change the source of signals that set the binary digits–from vacuum tubes to transistors to a microprocessor holding millions of transistors. In 1974, Intel invented the 8088, the first microprocessor powerful enough to run a computer. It was put to use in 1975 in the first personal computer, the Altair 8800. The Altair needed a programming language and in 1975 a company in Albuquerque released a program called Altair BASIC, developed by Bill Gates and Paul Allen as Micro-Soft.
 
The Altair and its competitors were hobbyist computers that came in kit form and required programming. In 1977 Apple Computer, owned by Steve Jobs and Steve Wozniak, introduced the Apple II, an assembled microcomputer that could be used by anyone. In 1980 IBM introduced its personal computer with an operating system (a program that handled the communications between other software and the hardware) from Microsoft. Finally, in 1984 Apple introduced the Macintosh, the first personal computer with a graphical user interface (GUI).

The development of software and digital type

Because the original Macintosh computer had almost no software, it was not widely used for business applications. That changed in 1985 with the release of the Apple LaserWriter printer. The LaserWriter used a new page description language developed by John Warnock, co-founder of Adobe Systems, called PostScript that printed on paper a true rendering of the image on the computer screen.

PostScript drew character glyphs (or shapes) as line art that could be rendered at any resolution, thus producing various point sizes. PostScript used hints – additional information that identifies the features of each glyph that are important for correct raster image processing – to create proportional characters in every point size.

Desktop publishing – a term attributed to Paul Brainerd, the founder of Aldus Corporation – began in 1985 when Aldus released its PageMaker page layout software for the Apple LaserWriter. What PageMaker created on the computer screen was identical to what printed on the LaserWriter in 300 dpi and was termed WYSIWYG (What You See Is What You Get).

The LaserWriter came with 13 fonts – four variations of Times, Helvetica, Courier and one variation of Symbol. The LaserWriter Plus added 22 more fonts, for a total of 35 (Avant Garde, Bookman, New Century Schoolbook, Palatino, Helvetica Narrow, Zapf Chancery Medium and Zapf Dingbats). These fonts remain among the most commonly-used fonts today.

After PageMaker, other software quickly followed – Adobe Illustrator that worked with PostScript to produce vector graphics, and Adobe Photoshop to manipulate digital photographs.

Desktop publishing today

Although desktop publishing began as a tool for home computers, it has spread throughout printing and publishing. Now users at all levels, from amateur to professional, can create page layouts with text, graphics, photographs, and line art. Besides PageMaker, Adobe offers InDesign; there is also Quark XPress, MS Publisher and other programs for page layout. In addition, desktop publishing has spread beyond printing and publishing into other industries that require manipulation of images.

For graphic arts professionals such as art directors, graphic designers, prepress technicians, multimedia developers, and marketing and public relations executives, desktop publishing skills have become a necessary part of their jobs.

For business users, desktop publishing improves the look of business documents and allows for printing of small quantities of documents on a desktop printer. It also means that business users must develop desktop publishing skills, including graphic design, effective use of type, and how to make documents readable. That is one of the reasons we send you Printips each month and keep the topics about printing.

Good practices in desktop publishing design

To help you develop your skills as a desktop publisher, we offer these five principles of good design:

Principal 1: Good design has a purpose. Before you begin to design, think about what the document is to accomplish. Think about the audience, the image you want to portray, and what reaction you want to invoke. This will guide all your selections – the typeface, the color palette, the layout itself.

Principal 2: Good design makes things seem simple. A good design can make a difficult concept understandable by guiding the audience through the presentation. Well chosen stock photographs, charts, illustrations or other graphic elements improve audience comprehension.

Principal 3: Good design holds the reader’s attention. Engage the reader immediately with an eye-catching headline, graphic image, photograph, white space, or unusual layout. Then guide the reader through the important points so nothing important is missed.

Principal 4: Good design has an underlying logic. The audience will see not only the text, graphics and photographs on the page; they will react to the underlying organizational structure of the document. Be sure you have one, and be sure it is consistent.

Principal 5: Good design doesn’t call attention to itself. One measure of a good design is when the reader gets the intended message and enjoys the experience.

And in conclusion

We hope you have enjoyed this brief history of typography and desktop publishing.

Featured Product

News Feed
Twitter
  • 3D printing news roundup: Oerlikon signs MoU with GE, Print The Future to file for IPO, more #printingindustry https://t.co/2lKNeySuPWFri Jun 23 15:03:45 2017
  • 3D printed 'Timekeeper' machine predicts the soundtrack of your future using Spotify data #printingindustry https://t.co/C2qzvICoefFri Jun 23 14:04:29 2017
  • 3D printed 'Timekeeper' machine predicts the soundtrack of your future using Spotify data #printingindustry https://t.co/C2qzvIkNmHFri Jun 23 14:04:07 2017
  • The Evolution of Meeting Technology | Plan It On A Post-It. #meetingplanning https://t.co/D4FiP0btx5Fri Jun 23 12:03:02 2017
  • Will Regulations Dampen Promo Sales in the Cannabis Industry? #promotionalmerchandise https://t.co/v56pbCXS0kFri Jun 23 07:02:30 2017
  • 6 lessons I’ve learned about using volunteers at conferences #eventmanagement https://t.co/ECopF0Hf4ZFri Jun 23 06:02:26 2017
  • Conference Report: The 2017 FINAT European Label Forum #printing https://t.co/18nf6JDwVjFri Jun 23 05:02:22 2017
  • GE Additive to unveil ATLAS, world's largest metal SLS 3D printer, later this year #printingindustry https://t.co/pFGGA3MW6jFri Jun 23 04:02:13 2017
  • How Human Emotions Make Interactive Trade Show Games Work - SocialPoint Audience Engagement Platform #tradeshows https://t.co/4GGocQEblQFri Jun 23 03:02:12 2017
  • Antenna producer Optisys redesigns 100-piece antenna as single 3D printed part #printingindustry https://t.co/vODl5YxXr6Fri Jun 23 02:02:10 2017
  • Cvent Named a 2017 Top Workplace by the Washington Post #eventmanagement https://t.co/556T5qOp5mFri Jun 23 01:02:11 2017
  • Blurring reality as artist's 3D model tricks national identity card issuer #printing https://t.co/x7SY9prE8iFri Jun 23 00:02:03 2017
  • Battle Over Plastic Bag Bans Intensifies in Pennsylvania, Minnesota & Elsewhere #promotionalmerchandise https://t.co/RtCQtgXbToThu Jun 22 23:02:04 2017
  • Top 10 Reasons Why Promotional Items Are More Effective Than All Other Advertising Mediums #promotionalmerchandise https://t.co/5KChPwdYZjThu Jun 22 22:02:03 2017
  • New details emerge about Siemens' online 3D printing platform #printingindustry https://t.co/A0zPc4VnkTThu Jun 22 21:02:03 2017
  • Good Evans, AEO Excellence Awards throws in a few surprises! - Event Industry News #eventmanagement https://t.co/oK1A37nxWQThu Jun 22 20:02:17 2017
  • Recycled 3D Printing Filament Without Compromising Quality #printingindustry https://t.co/hIF4vuvJWXThu Jun 22 19:02:38 2017
  • 8 Dreamy Summer Venues Around the Country | Smart Meetings #incentives https://t.co/KHHt3gpHixThu Jun 22 18:02:34 2017
  • Conference Tips for First Timers: National Speakers Association #tradeshows https://t.co/jsnP7RHGNQThu Jun 22 17:02:39 2017
  • Spanish scientists make advances in 3D printing bone and cartilage tissue #printingindustry https://t.co/06IGB11xlkThu Jun 22 16:02:35 2017
  • Art of the Show Competition Winners Circle: Industry Promotion #tradeshows https://t.co/HUDM8IVhjBThu Jun 22 14:02:59 2017
  • TU Eindhoven Commences Construction of a 3D Printed Bridge for Bikes | All3DP #printingindustry https://t.co/wMfl2c3FEFThu Jun 22 13:02:57 2017
  • Xerox to Give International Jazz Festival Patrons the Opportunity to Improvise with Innovative Print #printing https://t.co/cCXQ7G0Cf3Thu Jun 22 12:02:37 2017
  • Ways to Define Success and Measure Value for your Product Features #productmarketing https://t.co/Bl0cQlWIHHThu Jun 22 05:02:31 2017
  • Spanish scientists make advances in 3D printing bone and cartilage tissue #printingindustry https://t.co/kBbdgxV3C6Thu Jun 22 03:02:06 2017
  • Real life business network platform TableCrowd goes for funding - Event Industry News #eventmanagement https://t.co/o5B92B8HbfThu Jun 22 02:02:19 2017
  • New EOSTATE Exposure OT tool from EOS offers real-time monitoring for metal 3D printing #printingindustry https://t.co/Sk5yy6WQ8kThu Jun 22 01:02:05 2017
  • Final Vote Gives Green Light to Las Vegas CC Expansion #tradeshows https://t.co/YeoNCK8yIPThu Jun 22 00:02:06 2017
  • Art Forger Accused of Selling Fake Damien Hirst Prints Arrested #printing https://t.co/uqCxQf16ODWed Jun 21 23:02:05 2017
  • Association Insights: Expanded-Gamut Printing Garners Worldwide Approval #printing https://t.co/9K3b2kMpsyWed Jun 21 22:02:15 2017
  • Toddler Learns to Toddle with Help from 3D Printed Magic Shoes #printingindustry https://t.co/uRc6IUi9plWed Jun 21 21:02:24 2017
  • A Better Mousetrap That Comes Without Regulation #promotionalmerchandise https://t.co/RZf7aYtmRJWed Jun 21 20:02:24 2017
  • Big or Small Tent? #promotionalmerchandise https://t.co/GS768ywXnMWed Jun 21 19:02:41 2017
  • Wedding Planner Alexandra Rembac's Garden-Inspired Celebration #eventmanagement https://t.co/FOyfXsAYjpWed Jun 21 18:02:42 2017
  • 3D Printing: Spotlight on Educators #printingindustry https://t.co/8YyLQ0sikUWed Jun 21 17:03:38 2017
  • What's on in Nottingham? 6 events to try out this week - The Simplifiers #eventmanagement https://t.co/Y1pEzNmpGuWed Jun 21 16:02:57 2017
  • Alltrade Printers makes it a date with Renz Inline 500 #printing https://t.co/RwE24MkHXtWed Jun 21 15:03:08 2017
  • $799 Palette+ lets you mix 3D printing materials on a single-extruder 3D printer #printingindustry https://t.co/ohhoHZxjXUWed Jun 21 14:03:12 2017
  • Stratasys unveils aerospace certification solution and technical partnership with Boom Supersonic #printing https://t.co/PF7tlx6oecWed Jun 21 13:03:13 2017
  • What impact will Brexit have on the 3D printing industry? #printing https://t.co/qI21NdAlavWed Jun 21 12:02:09 2017
  • Fonts - Univia Pro by Mostardesign - HypeForType Font Shop #printing https://t.co/ouP8UMCfywWed Jun 21 00:02:16 2017
  • VersaUV | Wynalda Litho #printing https://t.co/gzaEXLMhx5Tue Jun 20 23:02:17 2017
  • The Best Father's Day Ideas (Not All Unhealthy) #eventmanagement https://t.co/cgK0bJi7GsTue Jun 20 22:02:14 2017
  • Screen Printing #screenprinting https://t.co/11KALDebWnTue Jun 20 21:02:21 2017
  • 3D Printing: Innovation's New Lifeblood #printingindustry https://t.co/bweNrLpdmkTue Jun 20 20:02:15 2017
  • Why Site Visits are Important – Sage Wedding Pros #eventmanagement https://t.co/6FzrsxAf1eTue Jun 20 19:02:14 2017
  • Improve your Event Sponsor Packs with These Five Simple Additions #tradeshows https://t.co/3l0uGfg6bATue Jun 20 18:03:14 2017
  • Getting Your Print Shop on Google #printing https://t.co/JqxLWv3APYTue Jun 20 17:02:07 2017
  • Global Ad Sales Growth to Slow In 2017 #promotionalmerchandise https://t.co/CbocRLyyeITue Jun 20 16:03:32 2017
  • Make Sure You’re Getting a Good Deal on Equipment #promotionalmerchandise https://t.co/Uazz3V9T6cTue Jun 20 15:03:41 2017
  • Tired of Speakers Running Beyond their Time? #eventmanagement https://t.co/Xc4xa1j0ASTue Jun 20 14:03:35 2017
  • Patagonia's CEO Is Ready To Lead The Corporate Resistance To Trump #tradeshows https://t.co/EU23drcwm4Tue Jun 20 13:03:16 2017
  • Gender fluidity meets 3D printing with ingenious motorized bathroom sign #printingindustry https://t.co/ByQSSFukBoTue Jun 20 12:27:14 2017
  • Michelin unveils airless, biodegradable, 3D printed concept tire #printing https://t.co/6pu9uVWAkJSun Jun 18 04:02:13 2017
  • The U.S. Open Has Some Killer Promotional Merchandise - Promo Marketing #promotionalmerchandise https://t.co/lwfY0NDIjmSun Jun 18 02:02:08 2017
  • LPW partners with Japanese company TNSC to supply metal 3D printing powders internationally #printingindustry https://t.co/7prZpMTg6RSun Jun 18 01:02:12 2017
  • Guess Who Made Computers The Design Tools They Are Today? Women #printing https://t.co/0bW7GsjMWOSun Jun 18 00:02:06 2017
  • You’re hired: introducing Domino’s apprenticeship scheme #printing https://t.co/9xt3nArbgrSat Jun 17 23:02:05 2017
  • Researchers Develop Stretchy Batteries Using Screen-Printing Methods #promotionalmerchandise https://t.co/GqF2tRComHSat Jun 17 22:02:08 2017
  • 7 Promo Products to Increase Awareness on UV Safety Month #promotionalmerchandise https://t.co/zsodBmTapwSat Jun 17 21:02:10 2017
  • New research shows 3D printed blood vessels could radically improve root canal treatments #printingindustry https://t.co/rvxhD9JwboSat Jun 17 20:02:08 2017
  • Dental company Straumann acquires 35% stake in Rapid Shape to accelerate dental 3D printing #printingindustry https://t.co/DbfkCO3BZRSat Jun 17 19:02:09 2017
  • It's Time For the E3 Press Conference to Die #tradeshows https://t.co/0EVO8MoIDSSat Jun 17 18:00:04 2017
  • The Case for Digital Retrofits for Package Printing Companies #printing https://t.co/eZirgeXuwaSat Jun 17 17:03:00 2017
  • Materials Explainer: 3D Printing in Strong & Flexible Plastics - Shapeways Magazine #printing https://t.co/KOlvhteNSjSat Jun 17 16:02:43 2017
  • U #promotionalmerchandise https://t.co/reImiPEhAsSat Jun 17 13:02:20 2017
  • 3D Printing Goes Supersonic: Stratasys Discusses New Technical Partnership with Boom #printingindustry https://t.co/BJTLayNiEFSat Jun 17 12:04:07 2017
  • Trade Show VR Best Practices #tradeshows https://t.co/tSWCOup18USat Jun 17 06:02:32 2017
  • Kernow launches synthetic substrates for Indigo #printing https://t.co/uz697NpXDWSat Jun 17 05:03:06 2017
  • Heidelberg Extends Its “Lowest Cost Per Sheet” Productivity into the 37” Format #printing https://t.co/zA2CoSpqydSat Jun 17 04:02:02 2017
  • Boston, Stanford researchers create cell-infused 3D printed patches for treatment of ischemia #printingindustry https://t.co/YVbrTOEZ6mSat Jun 17 03:00:03 2017
  • 3D Printing Spotlight On: Mazuir Ross, Artist and 3D Print Shop Owner #printingindustry https://t.co/2OvL5TSxeNSat Jun 17 02:00:15 2017
  • TAKT Project wins design award for 3D printed Swarovski crystal vases #printingindustry https://t.co/2NyxCwNHYMSat Jun 17 01:02:02 2017
  • Cvent Continues Strong Growth, Expands Team, and Opens New International Offices #eventmanagement https://t.co/gnN2nICaSlSat Jun 17 00:00:07 2017
  • Fine Art Digital Printing Advanced #printing https://t.co/5cNOPtjgvgFri Jun 16 23:00:10 2017
  • GE Additive partners with Stryker to support industrial 3D printing for healthcare sector #printingindustry https://t.co/QmdxDI6RzkFri Jun 16 22:00:24 2017
  • 15 Brilliant Examples of Participatory Activities At Events #incentives https://t.co/7RkQMXfwpHFri Jun 16 10:00:05 2017
  • The New Era of Event Technology #tradeshows https://t.co/2NChiprDNYFri Jun 16 09:00:03 2017
  • How Commercial Printers Are Automating Their Workflows #printing https://t.co/qWuMwx6KgrFri Jun 16 08:00:21 2017
  • Industrial Screen Printing: A Bright Future Ahead #screenprinting https://t.co/koMAM8WUHzFri Jun 16 07:00:36 2017
  • evvnt builds strategic partnership with Yext - Event Industry News #eventmanagement https://t.co/rqwKrRpLNkFri Jun 16 04:02:21 2017
  • 3D Printing News Sliced MIT, Thermwood, Renishaw, Land Rover, SLM Solutions #printingindustry https://t.co/PlyPzGBdxoFri Jun 16 03:00:44 2017
  • FDA clears 3D printed titanium medical implant for use #printingindustry https://t.co/z7sHWhYt1CFri Jun 16 02:01:51 2017
  • Stainless Steel 3D Printing Material Information - Shapeways #printing https://t.co/TXtKW94u9TFri Jun 16 01:03:02 2017
  • Cobo Center announces an additional $2M dollar technology upgrade #tradeshows https://t.co/ewb9W4ZDmRThu Jun 15 20:00:05 2017
  • Webinar: Why Every Successful Event Needs a Road Map #tradeshows https://t.co/jVVI0d1jI7Thu Jun 15 19:00:02 2017
  • HP expands 3D printing solutions across Asia-Pacific region with new partnerships, more #printingindustry https://t.co/r8fsRDYB54Thu Jun 15 18:00:04 2017
  • Freeman celebrates 90 years - Event Industry News #eventmanagement https://t.co/VleXiUohSQThu Jun 15 17:00:02 2017
  • Concept Laser makes accurate 3D printed replica of 2,800-year-old 'Rider of Unlingen' #printingindustry https://t.co/03yORWNhQFThu Jun 15 16:00:09 2017
  • Create it REAL Develops New Solution to 3D Printing Copyright Issues #printingindustry https://t.co/ONCgmh1N2OThu Jun 15 15:00:10 2017
  • The Big 5 goes smart with Konduko - Event Industry News #eventmanagement https://t.co/8hTLzmNIuyThu Jun 15 14:00:05 2017
  • Dublin Incentives #incentives https://t.co/M2CWr4wzCfThu Jun 15 13:00:06 2017
  • “Ground Zero” Culinary Experiences Woo MGM Incentive Attendees - Prevue Meetings #incentives https://t.co/8obmDVkq44Thu Jun 15 12:00:10 2017
  • UPDATED GUEST ROOMS UNVEILED AT THE ABBEY RESORT #tradeshows https://t.co/KjOzBlPADMThu Jun 15 11:00:08 2017
  • British Athletics awards temporary structures contract to GL Events - Event Industry News #eventmanagement https://t.co/hWSqAmtQj3Thu Jun 15 10:00:04 2017
  • Ireland's JR Labels installs Mark Andy Digital One press #printing https://t.co/5Ox040g340Thu Jun 15 09:00:29 2017
  • Promo Market to Target: Colleges #promotionalmerchandise https://t.co/KKoG31gpyzThu Jun 15 08:00:09 2017
  • 3D printed Read Read device can make learning Braille easier for visually impaired students #printingindustry https://t.co/sqAEHSfdfRThu Jun 15 07:00:43 2017
  • Conductive 3D printed nanotubes developed in South Korea could advance wearable technology #printingindustry https://t.co/onBqPFDRJFThu Jun 15 06:00:34 2017
  • (Safe) Fun in the Sun #promotionalmerchandise https://t.co/sl76wB3gRUThu Jun 15 05:00:41 2017