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Paragraph Rags

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Watch out for “holes” or awkward shaped rags. A bad rag can be unsettling to the eye and distract the reader. A good rag has a “soft” unevenness, without any lines that are too long or too short.

Emphasis with Italics

The only time to use italic is if emphasis is needed without
disrupting the reader. Italic is ideal for this kind of emphasis.
Other forms of hierarchy bold, caps, small caps, type size,
color, or a different typeface. No matter which you choose,

try to limit yourself to using only one. Combinations such

as caps, bold, italic are disruptive and look clumsy.

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Orphans

An orphan is a word or short line at the beginning or

end of a column that is separated from the rest of the
paragraph. Orphans create awkward rags, interrupt the

reader’s eye and affect alignment and readability.

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Horizontal Alignment

Horizontal alignment is as important as vertical alignment.

 Do you best to balance the aesthetics of the dual column

layouts. Look out for awkward gaps and you may need to
re-write/delete some text to balance the visual aesthetics.

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First line measurement

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Make sure the first line of any paragraph is never
longer then the rest of the paragraph. If it visually sticks
out and looks awkward, return it to the next line.

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Hang quotes outside the margin of the body of text. By not doing
so a quotation mark that is flush with the text will interrupt the left margin and disrupt the rhythm of the reader. Hanging quotes keeps the left alignment balanced therefore increasing readability.

Hanging Quotes

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Leading

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Many factors affect leading: typeface, type size, weight, case,

measure, word-spacing, etc. The longer the measure, the more leading

 is needed. Also, the larger the type size, the less leading is required.

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Paragraph length

To a reader’s eye, long or short lines can be tiring and distracting.
A long measure disrupts the rhythm because the reader has a hard time locating the next line. For optimum readability you want the measure to be between 40-75 characters, including spaces. For
a single-column design 65 characters is considered ideal. New

web trends have seen okay results with a 75 character count.

It’s important to make the desired adjustments to your
tracking first, then set the kerning. Watch out for rivers, awkward letter pairs and using reversed color - white on black -

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Tracking