Jan Tschichold suggests simple ratios
of length and width such as 1:2, 2:3, 3:5,
or the golden section, 21:34. Labels look
good in a ratio of 1:3.8

Sometimes it becomes necessary dur¬
ing the course of a project to change the
format. A frame consisting of two L-
shaped pieces of cardboard is of great
help, especially if they are of a color that
contrasts with that of the paper. Move
the parts of the frame around until text
block and remaining margins are ba¬
lanced (Figure 62).

8. Jan Tschichold, Treasury of Alphabets and Letter¬
ing. Reprint. New York: Design Press, 1992. Copy¬
right © 1952, 1965 by Otto Maier Verlag,
Ravensburg.

PUNCTUATION MARKS

Every text designer or typographer has
to be well versed in the use of punctua¬
tion marks. Literature on the subject is
easily available and should be consulted.
Here we touch only on the most fre¬
quently used items. Set periods, com¬
mas, colons, semicolons, apostrophes,
and hyphens immediately after the
preceding word. Quotation marks and
parentheses also precede and follow the
word they enclose without additional
space. French quotation marks, or guil¬
lemets (» «), are preferable to German
ones („ "), because they point towards
the quote. Hyphens used for word
breaks, should not be confused with the

longer dashes (em, en), each of which
has its own uses. Fraktur uses a double
hyphen ( = ). If words have to be divided,
check the dictionary or follow the relev¬
ant grammatical rules and apply them
according to aesthetic standards. Two
letters of a word do not look good if they
stand all alone in a line. Avoid a repeti¬
tion of more than three word breaks at
the end of consecutive lines. It is helpful
to set short lines ragged right, to reduce
the need for hyphenation.

Check the dictionary for the correct
spelling of compound words: some re¬
quire hyphens, some are spelled open,
and some closed.

Use the ampersand only where re¬
quired by a company name.

63 Study by Friedrun WeissDarth.

64 Letter elements in a composition for the
back cover of a catalog. Designed by Christian
Chruxin.

30

CHAPTER

2

Introductory
Course