Creating a print project that pops takes more than having the best printer in your back pocket. It also requires thought out and creative design and text that is well thought-out and easy to read.
Have you ever wondered how those professionally designed print pieces look so incredibly clean-cut and crisp? To get that clean, easy-to-read look, professional designers make use of the big three in typography: leading, kerning, and tracking. Although all of them are important, leading can make or break a design.
What is Leading? Simply put, the term ‘leading’ (pronounced LED-ing) refers to the amount of spacing between lines of text. When you want to save space on a page or use up more space on a page, adjusting the leading is the way to go. Leading can also be used to change the aesthetics of your design, whether your text is the hero of your design or informational only. Mastering this design element will allow you to create balanced, well-formatted text that helps sell your product or service.
When you type text into a word processing or graphic design program, you will generally get a pleasing result. Sometimes, though, the spacing may feel a bit “off.” This can be especially true if you’re using a variety of sizes, fonts, or other character adjustments. When you type the same word in a few different fonts, you will quickly see the difference between how the spacing works. No fonts are exactly the same, which can cause awkwardness in your design. The cure for that awkwardness is formatting.
General Formatting: Formatting can be applied at either the character level or the paragraph level. Paragraph-level formatting includes text alignment (left, right, center or justified) as well as spacing before or after paragraphs. Examples of character-level formatting include the style and choice of font, size of the characters, and the leading.
Application of Leading: While leading is considered a character-level attribute, it should generally be applied at the paragraph level to your text. This is because applying it only to a few lines of the text within a paragraph will only change the lines highlighted — which leaves you with an uneven final product.
These are a few tips that will help you format your next ad that will be easy to read and grab your audiences attention.
The MGS Team has been helping our customers with there marketing materials for over 15years. We’ll be happy to assist you with your next project. Drop us a line at firstname.lastname@example.org and let’s get creative!