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Discuss: uses of text effects

How to use

 Below are some ideas for discussion on the uses of text effects. There are age old conventions for their use and their mis-use.
For emphasis
 The human eye is very receptive to differences in brightness within a text body or "blackness" of text.
 Italic <i>
 Italic is an emphasis.
 Italics can be used for whole lines, paragraphs or individual words. Italics are harder to read than the normal, or roman typeface. Whole passages of italic text, therefore, should be avoided.
 Single italicised words in a paragraph do not stand out so much, and are better for a context difference only while the text is being read. Italics are for words that whisper. Traditionally, italics are used for marking words or passages that have a different context, such as words from foreign languages or other new words, book titles or other words that carry a title or quotes or words that are personal, or maybe made up.
 If a passage is entirely in italic and something needs to be italicised for emphasis, switch back to normal or roman.
 Bold <b>
 Bold is stronger emphasis.
 Bold makes text much darker than the surrounding normal text.
 Bold can be used for whole lines for subheadings when there is no size change, or in a large font size for main headings.
 A single word in bold in a paragraph draws the eye, and is recommended for keywords the reader may be looking for. Boldface text strongly stands out and should be used for keywords that are important to the subject of the text—for easy visual scanning of the text.
 Bold can be thought of as shouting. (Though this shouldn't be confused with the very bad netiquette of USING CAPITALS FOR LONG PASSAGES OF TEXT, WHICH IS ALSO SHOUTING.)
 Don't use bold in small sized passages, as the bold text can merge together resulting in unreadable text.
 Don't use it on words that have no meaning.
 If a passage is entirely in bold and something needs to be bolder for emphasis, use normal or roman.
 Underlining <u>
 Underlining should be avoided, stylistically. It was thought as being the poor man's italics. These days an underlined word will look like a linked word, and will confuse the reader.
 Underlining can be used on special occasions, but not very often.
 Font face
 It is also possible to highlight words by changing the typeface. For example, if the paragraph is in serif emphasising words or passages in sans serif. Though this is quite an archaic paractice.
 Bold and italic together
 For over-emphasis within a text, words can be both bold and italicised. Though this use should be very unusual.
Font face
 Try to keep a whole webpage, weblog posting or anything and everything, in the same type face. Variation and contrast can be achieved through bold, italic, font size and/or heading. This avoids clashing visual styles.
 It also saves time mucking around, and creates impact through simplicaity.
Font size
 The HTML default size is 3. Font sizes 1 - 2 are smaller than normal while 4 - 7 are bigger.
 For the semantic web, font sizes should be used within passages, when there is no meaning involved. Headings <h1> - <h6> should be used for exactly that—headings. Headings add a line break in any case and thus cannot be used in the middle of a passage.
 Font size can be used for drawing the reader in further, just like in newspaper items. For example, a large headline, then an introductory passage in a larger font then the main body in a normal sized font.
Font colour
 Again font colour is not semanitc, it is purely visual. In other words, a computer or web robot would ignore font colour. It adds nothing to the meaning of text, just adds visual impact.
 Use it for fun. Use it to make whole passages stand out.
 Be careful to ensure that colours are strong enough to read. For example, yellow text on white is generally very bad for reading, unless the font size is very large. Also, avoid contrasting colours, this can be very jarring to the eye, and may force some readers to skip your text.
More information
 Wikipedia: emphasis in typography
 About.com: Setting type in italics
 About.com: Using bold type
 The Chicago Manual of Style. For advanced, editors and writers.

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