1 Typography

Typography
What is typography?
Typography is everywhere we look. It's in the books we read, on the websites
we visit, even in everyday life—on street signs, bumper stickers, and product
packaging.
But what exactly is typography? Simply put, typography is the style or

appearance of text. It can also refer to the art of working with text—
something you probably do all the time if you create documents or other
projects for work, school, or yourself.
Common types of fonts

Typography can be an intimidating subject, but it doesn't have to be. You
only need to know a little to make a big difference in the stuff you do every
day. So let's get started. First, some common types of fonts and what you
need to know about them.
Serif fonts
Serif fonts have little strokes called serifs attached to the main part of the
letter.
Because of their classic look, they're a good choice for more traditional
projects. They're also common in print publications, like magazines and
newspapers.
Sans serif fonts
Sans serif fonts don't have that extra stroke—hence the name, which is
French for without serif.
This style is considered more clean and modern than serif fonts. Also, it
tends to be easier to read on computer screens, including smartphones and
tablets.
Display fonts
Display fonts come in many different styles, like script, blackletter, all caps,
and just plain fancy.
Because of their decorative nature, display fonts are best for small amounts
of text, like titles and headers and more graphic-heavy designs.
Choosing a font
In a way, fonts have their own language. They all have something to say
beyond the words on the page. They can come across as casual or neutral,
exotic or graphic. That's why it's important to think about your message,
then choose a font that fits.
Fonts to avoid
Some fonts come with extra baggage, including Comic Sans, Curlz, and
Papyrus. There's nothing particularly wrong with these fonts—they just have
a certain reputation for being outdated and overused.
If you find yourself tempted by them, think twice and consider using
something else. There are many fonts with a similar look and feel that are less
likely to detract from your message.
Combining fonts
When deciding which fonts to use, less is more. It's best to limit yourself to
one or two per project. If you need more contrast, try repeating one of your
fonts in a different size, weight, or style. This trick is practically foolproof for
creating interesting combinations that work.
You've probably heard that opposites attract. The same is true for fonts.
Don't be afraid to combine font styles that are different but
complementary, like sans serif with serif, short with tall, or decorative with
simple. This can be challenging at first, but don't despair. Look to other
designs for inspiration, and soon you'll get the hang of it.
Other important terms
Maybe you've heard terms like kerning, leading, tracking, and hierarchy.
For those with more experience, these concepts are essential for creating
professional-looking designs. As a beginner, you don't need to
know everything about these terms—just enough to inform your work and
help you talk about design with more confidence.
Hierarchy
Hierarchy is used to guide the reader's eye to whatever is most important.
In other words, it shows them where to begin and where to go next
using different levels of emphasis.
Establishing hierarchy is simple: Just decide which elements you want the
reader to notice first, then make them stand out. High-level items are usually
larger, bolder, or different in some way. Remember to keep it simple and
stick to just a few complementary styles.
Leading
Leading (rhymes with wedding) is the space between lines of text, also
known as line spacing.
If you're not sure how much line spacing to use, don't fret—the default is
usually fine. The goal is to make your text as comfortable to read as
possible. Too much or too little spacing, as in the example below, can make
things unpleasant for the reader.
Tracking
Tracking is the overall space between characters, sometimes
called character spacing. Most programs let you condense or expand this
depending on your needs.
In some designs, you might adjust your tracking to create a certain artistic
effect. It can also help you fix fonts that are poorly spaced to begin with.
Kerning
Kerning is the space between specific characters. Unlike tracking, it varies
over the course of the word because each letter fits together differently.
Some fonts have what we call bad kerning, making certain letters look
improperly spaced. If a font you're using has bad kerning, it's best to cut your
losses and choose something else.
Putting it all together
Well-crafted text can mean the difference between something ordinary and
something extraordinary—even if you're just getting started with design. All it
takes is an interest in typography and you'll start to notice more, see more,
and be able to do more in your own work.
We hope you enjoyed learning the basics of typography!

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Typography

But what exactly is typography? Simply put, typography is the style or

Common types of fonts

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