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Spacing used in Visiting Cards
Once you selected the software,
size of the visiting card and the font, you start typing the matter.
Now spacing comes in a picture. Spacing can be the distance between
the characters as well as the distance between the two consecutive
lines that is called Leading in the technical term.
In the software like PageMaker. they have used the
term called Tracking where the distance between character is adjusted
with respect to predefined options. These options are Tight, Very
Tight, Loose, Very Loose etc.
Kerning also deals with spacing, which is again the
adjustment of the distance between the characters using keys.
When you need to adjust the spacing?
Let us understand this using the following word.
The above word is typed using Arial font and you may
not need to adjust spacing with this as it is readable. We will
use same word with different font.
The same word is now typed with thick and tight font
where the distance between the character is less. This may happen
with thin script font which is tight by default. Here you may want
to loose the characters and increase the distance between them.
As shown in the above figure, we have increased the
distance between the characters.
If you want to use the same Arial font and accommodate
in the less space you can tight the characters by reducing the distance
but you need to take care of not making it too tight else it may
not look proper as well as will become difficult to read. In the
following figure, we have reduced the distance between the characters.
The problem of accommodating more text in the less
space using the same font can be handled differently if you have
more options available in terms of fonts. You can use different
type from the same family. i.e. you can use Arial Narrow in the
place of Arial Normal to accommodate more text in the less area,
as we have done in the following figure.
After adjusting the distance between the characters,
you may need to adjust the distance between the two consecutive
line to accommodate the text in the available vertical space. This
is called Leading in the technical language. Let us understand this
This is the default leading text typed with no adjustments.
Let us decrease the distance between the lines to accommodate the
text in the less space.
Generally you don't need to increase the distance
between the lines but if it require in rare case, it can be done.