If you stroll through the studio area of an advertising firm, you might hear an Art Director holler out “Gah! I hate widows!” or you might hear a Creative Director tell a Graphic designer “That layout looks nice, but make sure you kill those widows.” Don’t worry, we’re not heartless jerks. Below is a bit of a primer for understanding a designer when they start to rant about how bad the type looks in a magazine ad. With terms like widows and orphans, rivers, and kerning, it can sound more like we’re talking about social work or geography not how text has been laid out on a page. However, many of these details that are so important to us are what takes a layout from being just okay to feeling finished and professional.Īn area that’s particularly precious to designers is the practice setting of type or Typography. Sometimes it can seem like we speak a completely different language and we obsess over things that nobody else would ever notice, at least not consciously. Designers are a bit of a strange breed believe us, we know.
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