Page Composition

Carl Shank • September 2, 2022

Guidelines for Good Layout*

If you ever read any of these disclosure and privacy agreements that you agree to, although written in plain English, they are dense and difficult to fathom.Even if they are on the internet and if given to you in paper form, they give a visual impression that can render a subscriber or applicant frustrated, suspicious and defensive. Take a look at the sample on the top below. To be honest, most of the time we simply don't bother to read the agreements. The problems come when we have an issue with the service or product that requires us to search through these massive and poorly composed pieces.


In real life, we use gestures, body language, tonal changes, and emotive elements that allow the message to get across accurately yet kindly to those who agree to the terms stated. This is done with composition and changes in type style, spacing, weight and size. It might be argued that such agreements and notices are written the way they are to save space or paper or internet usage. However, if we REALLY want the customer or subscriber to read these agreements, there is another and better way to go. This is the composition seen on the bottom below.


Type makes the message visible. The sample text is divided into conversation size pieces. Several techniques are used: (1) an obvious and strong header and beginning; (2) clear topic markers; (3) bold section markers that are easily identified; (4) visual shifts in direction using italicized type. What's changed? Text size and leading are the same (10/12) but everything else is new:


Wide margins. White space is often unused and underrated in such publications. Wide margins, according to John McWade (from which I borrowed and adapted this piece of page composition) are like "fresh linen; they set an open, inviting table." Margins are set at 1 inch all around with 1.5 inches on the left, in case the customer wants to do a three-holed punch and put them in a permanent binder (remember those?).


Medium length lines. They are the easiest to read and usually go about 5o characters or so per line.


Typographic contrasts.  Two type families are used here. Select a bold sans-serif (without feet) font for the vivid flags that point to each section. Here I am using a font called Formata, but any strong bold font will do. This conveys the authority of prominence without shouting (all CAPS type) or closing with the subheads. Notice that the numbers are also gone in these headers. The text is still Times New Roman. Italics are used to change your emphasis or tone of voice. Set each section apart from the rest using eye-pleasing space between the headers and textual elements.


*Adapted from "Guidelines for Good Layout," John McWade, Before & After, Vol. 4, No. 3, 1994, p. 7

Successful Layout & Design

Ornamental Gothics

By Carl Shank • August 30, 2025
Gothics History. Gothic typefaces are a broad group of styles rooted in medieval calligraphy and evolved into distinct print types during and after the invention of movable type via Gutenberg in the 15th century. They are sometimes confusingly named. In Europe “Gothic” usually refers to blackletter (medieval scripts), while in the U.S. “Gothic” often refers to sans-serif typefaces since the 1830s. Gothic script is a broad term for the entire family of medieval European scripts that developed from Carolingian minuscule around the twelfth century. “Minuscules” are lower case letters as distinct from capital letters, or uncials. Type developed in the sixth through tenth centuries with modern lettering evolving from Carolingian scripts. The Emperor Charlemagne used these letters as an educational standard. These densely packed scripts featured tall, narrow letterforms, strong vertical emphasis, sharp, angular connections, a dramatic thick/thin contrast and minimal spacing between letters. Gothic-inspired fonts create immediate medieval impact and work beautifully for titles, logos, and short display text. They are used today in Fantasy Gaming, Historical Projects, Themed Entertainment (like the Renaissance Fair), Book Design, Certificates, Breweries and Distilleries. Jack Nolan, a professional graphics designer, has provided a fetching display of such faces in his "33 Medieval Fonts Perfect for ‘Ye Olde’ Designs in 2025."(1)

More Fournier

By Carl Shank • August 20, 2025
(UPDATE FROM POST DECEMBER 23, 2024) Pierre-Simon Fournier — In our history of typography series, Pierre-Simon Fournier (1712–1768) was a French typographer and type designer, renowned for his contributions to the field of typography in the 18th century. He is best known for his work in creating typefaces that reflected the elegance and sophistication of the time. Fournier's work in type design focused on creating typefaces that were both visually appealing and functional. His types were characterized by their clarity, beauty, and legibility. The typeface Fournier is an aristocratic roman typeface. It is transitional, almost modern, in character, with a distinct French flavor, but with more grace and style than traditional French oldstyle designs. This modern character influenced the later work of Bodoni.(See Sample) One of Fournier's significant contributions to typography was his establishment of a typographic point system. He invented a system that standardized measurements for type, which provided consistency and made it easier for printers to produce high-quality texts. This innovation helped printers achieve consistency in their work. Fournier published a seminal work in the history of typography titled Manuel de la Typographie ( Manual of Typography , two volumes published in 1764 and 1766), which included detailed descriptions of his typefaces along with examples. This work served as a reference for printers and typographers. The Introduction gives an overview of the principles of typography. In his Classification of typefaces, Fournier emphasizes the distinction between different styles, such as Roman, Italic, and Gothic types. The manual includes practical tips for setting type, including spacing, alignment, and layout, aimed at improving the quality of printed materials. Fournier includes numerous type specimens, showcasing his designs and providing examples of how different types can be used effectively in printing. Throughout the text, Fournier discusses the historical development of typography and its evolution, reflecting on the influence of various cultures and periods on the art of type. Other contemporaries elsewhere, such as J.M. Fleischman and J. Enschedé, started imitating Fournier's style. In the 1750s, his career was at its peak. He advised royalty in Sweden and Sradinia on types, and set up a printing shop for Madame de Pompadour. He developed musical types in cooperation with J.G.I. Breitkopf in 1756. Fournier's designs influenced future generations of typographers and established a foundation for modern type design. His methods and styles contributed to the evolution of typography, leading to the development of various typefaces we see today. The ORNAMENTS display is a careful digitized reproduction by CARE Typography of Fournier's original ad as seen in the "Fournier Specimen Book" by Lanston Monotype, 1927, in London.
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