Typography 101

TYPOGRAPHY

For Non-Designers

Typography Terminology With Visual Examples

K

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Is the space between individual pairs of characters.

LEADING

LEADING

LEADING

Is the horizontal space between two lines of text that is measured from baseline  to baseline. In some cases it may be referred to as  "line height".

San-Serif

Without Feet

Is a category of typefaces that do not use serifs, small lines at the ends of characters.

Some common typefaces would be Helvetica, Arial, Geneva, and Avant Garde.

Serif

With Feet

Is a category of typefaces that uses serifs, small lines at the ends of characters.

Some common typefaces would be Time New Roman, Courier, New Century Schoolbook, and Palatino

Hierarchy 2x

Hierarchy 2x

Hierarchy 2x

H1

H2

H3

Use 2x Scaling When Working With Typography, This is one way to add visual hierarchy and bring more attention to specific content.

So, what is typography

and why is it important?

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