типография; познание за шрифтовете; типографически дизайн
Explanation:
This is the art and craft of selecting the correct typeface (шрифт) for a job and setting it out in a way which is fit for purpose, legible and attractive. It is also the understanding of how type works: how it is read and what impressions it produces in the reader.
It is NOT TO BE CONFUSED with graphic design (much broader in scope) or page layout design and makeup (also broader in scope, but by less).
When designing a piece of copy a typographer determines the 'face [шрифт], its style [вид] (Roman or italic or oblique [прав, курсив]), the cut (bold or demibold or regular or light [черно, получерно]), letter and word spacing (tight or regular or expanded [редовно или нагъсто]), type size [размер], type arrangement [квадриране] (generally ranged left, or centred, or justified [на гребен, центрирано или със спазване на ред]), and measure (line length [дължина на реда]).
It is also NOT TO BE CONFUSED with the Bulgarian word типография which also means a printing house.
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Note added at 2002-01-15 09:57:29 (GMT)
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Typography also means type design: determining the use of a \'face (in posters and bills, advertising display, headlines, or body copy) and where/how it will be used _en masse_ (typewriters or printers, newspapers, or books) and giving it appropriate shapes (height of capitals and lowercase letters, length of ascenders and descenders, width of counters [the \'empty\' spaces inside an \'o\' or \'b\'] and unit width of individual characters (thus teh broadest letter -- the capital \'M\' is, say, 18 units, _versus_ the lowercase \'I\' which may be, say 4 units).
In any case, DO NOT CONFUSE the very precise term \'Typography\' as used in English with the English \'Layout Design\' or \'Graphic Design\' or the Bulgarian \'полиграфия\' or \'печатарство\' or \'оформление,\' all of which have direct and DIFFERENT English equivalents (respectively, \'Polygraphy,\' \'Printing\' and \'Layout Design and Page Makeup.\'
These are very precise (if arcane) terms in English and it would be a shame if they are confused!
| Peter Skipp
Bulgaria
Local time: 08:16
Native speaker of:  Bulgarian, English
PRO pts in pair: 163
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peer agreement (net): +1
