Exploring Creativity with “The Measure”

I dedicate a lot of time to typography in my designs, and if you’ve read traditional typography books, you might recall “the measure.” If not, it’s just the length of a line of text. But measure encompasses more than that, and understanding its significance can transform your approach to layout.

So, why is it called the measure?

Closeup photo of a hand holding a metal type template for lettering.
Photo: Wilhei, via Wikipedia (CC BY 3.0)

Before desktop publishing, typesetters used physical metal type. They arranged text lines within a composing stick, and the stick’s width was called the measure. It was the literal space for type, and everything on the page — column widths, margins, and gutters — was designed around it.

A good measure makes reading comfortable, while a bad one complicates it.

A heading and three paragraphs of text in white against a black background.

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