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One of the challenges Steve Sande and I face, when building our ebooks, is to present our manuscripts with reasonable typographic flair. That's harder than you might first think because readers can customize many ebook features, including fonts. In iBooks, they may choose sans-serif Seravek over, say, serif'ed Palatino.
Instead of worrying about particular font mixes, we found we needed to concentrate more on the layout geometry. These issues included relative font sizes (e.g. how the heading font size compared to the text font), indentations for lists and notes, in-paragraph spacing that controlled how dense each paragraph was wrapped together and between-paragraph spacing.
Over time, we've evolved our in-house style sheet to define how each of these elements are laid out in our ebooks. Our latest effort, Pitch Perfect (left) looks a bit different when compared to our first ebook, Talking to Siri (right). We've gone a lot bolder with our font sizes, are using hues for subtitles (the Siri fonts are all solid black), and have tuned a lot of the layout. For example, we increased the paragraph to paragraph spacing for easier reading.
We have developed these styles in Word and Pages, where you can tweak each of the paragraph characteristics and save them into named styles. In the following screen shot, you can see our basic paragraph characteristics, defining how stretched our characters are (not at all), the spacing between lines, and how much padding to add before and after the paragraph.
When creating standard ebooks, these characteristics form the basis for ereader layout. It's then up to the reader app, whether iBooks, Kindle, or whatever, to decide how to finalize the presentation. You don't have a lot of say on the ultimate way the page will be seen by the reader but you can
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