building tools p. 22 headline typesetting As a general rule, headlines should Capitalize the first word of a sentence. font: itc avant garde medium be reversed out of a Sony black leading: 1.3 x type size background. Never use all caps. letter spacing: 0/optical word spacing: 80% Never apply effects like drop shadow, color: black or white, never use color or outlines. Ever. alignment: flush left / ragged right abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ! ? @#$¥£%&*(){}[]™©®
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